Case Studies

Lance Tyson: An Online Strategy for a State Representative Candidate

Lance Tyson

Client: Lance Tyson, candidate for Illinois State Representative of the 10th District

Challenge: Needed a solid online presence, a website to be a central hub for information and online donations, social media management, video editing, consistent branding and email messaging

Solution: Design a custom website with flexibility to scale to meet the needs of the campaign, create and manage all social media on Facebook, YouTube and Twitter, create custom designs for signs and t-shirts, manage photo requests from media outlets, edit videos, and more

Lance Tyson hired Innerspace Marketing as his Technology and Social Media Director in order to create a solid, online presence for his campaign.

We started with the website, hosting the site and building it from the ground up with areas for donations—integrated with PayPal, volunteer information, voting information, issues, special events, and a daily calendar.

Website                                                   Social Media Management                           Email Newsletter

Lancetyson.comsocial media management    newsletter email sample

Next, we mapped out a social media management strategy and communications plan.  As Innerspace Marketing is located in Texas, and Tyson is in Chicago, we kept in close contact with Tyson and his campaign management team via email.

As Tyson’s team grew, so did his needs to have a scalable website.  On the backend, we implemented Google Aps so that all team members had a branded email account to send and receive email through [email protected]. Innerspace Marketing also setup Google analytics, SEO software, Google Alerts for any media mention of Lance Tyson or his opponent, and insights into his social media campaigns.

We added a multi-view calendar function to the website keep the media and the public up-to-date on Tyson’s public appearances. Additionally, all appearances were broadcast across our social media platforms.

In addition to man-on-the-street interviews, Tyson video taped press conferences to be cut and edited into sound bites for the website and for broadcasting on social media. Innerspace Marketing took the audio from radio endorsements and created a video montage to go along with the audio.

All news and media was posted onto Tyson’s blog, with links to the original articles, within a short-time frame of being alerted an article was released.

Innerspace Marketing integrated the website with PayPal in order to take donations online. We fielded all donation notifications and transferred donations into the Friends of Lance Tyson account. We also assisted the Financial Officer with online donation records for A-1 reporting.

Innerspace Marketing was called upon to deliver media and graphics under tight deadlines, and consistently followed through. If Tyson needed it, he knew he could rely on Innerspace Marketing to get the job done.

Lance Tyson had this to say about Innerspace Marketing:

“Innerspace Marketing went above and beyond the call of duty in handling all of my social media and technology needs for my campaign.  Innerspace Marketing took ownership of several of our social media initiatives and taught me (a social media novice) all the ins and outs of “tweeting” and Facebook.  Innerspace Marketing ALWAYS met our deadlines, which is very important in the fast-paced world of campaigning.  I highly recommend Innerspace Marketing and will be using Innerspace Marketing again when I run again in 2014.”

 

Lance Tyson

The Tyson Law Group Bond Lawyer and Political Candidate

www.lancetyson.com

Get Ahead Strategy for Next Level Leadership Coaching

Client: Next Level Leadership Coaching

Challenge: Needed to revive website, no existing call to action, no email management system

Solution: Marketing Strategy & Calls to Action

Next Level Leadership Coaching is a small business focused on delivering coaching excellence to businesses and individuals in need of leadership skill enhancement and career transition services.

Their existing website had a solid foundation and reflected a solid brand, but had not been updated in over six months. Next Level Leadership Coaching also did not have a call to action on their website to further engage their suspects and prospects.

After an informative discovery session, Innerspace Marketing, LLC helped to define two distinct target market segments from profiling their ideal customers. Together we defined an elevator pitch on how to beneficially position Next Level Leadership Coaching in everyday conversation. Next, we mapped out an action plan, refining several website pages to attract their potential clients, and to state their services in a precise manner.

Pulling from their current content, Innerspace Marketing created a short video presentation for their main page that quickly explained what they do, how they do it, and who would benefit from their services.

Innerspace Marketing suggested giving potential prospects a free information sheet on the front page of their website as a call to action to capture interested prospects. We designed a free tip sheet for download that feeds into a new email content management system (ECM). The ECM system is custom branded with Next Level Leadership Coaching’s specific colors and logos for forms, landing pages, and email verifications. Additionally, Innerspace Marketing setup an auto-response email that deploys 24 hours after email signup with a special offer for the prospect. We also added an email list signup form on Next Level Leadership Coaching’s blog to capture even more prospects.

From a design standpoint, Innerspace Marketing customized their header logo, incorporating the tagline “Transforming the workplace…one leader at a time” into Next Level Leadership Coaching’s brand to better state their business purpose. We also tweaked the website’s navigation colors in order to better see each navigation choice. We created a custom Invoice template, and Word Stationary template for future documents. For speaking engagements, we custom designed a print-ready, bi-fold brochure for Next Level Leadership Coaching.

Lastly, Innerspace Marketing conducted an in-person training session for updating Next Level Leadership Coaching’s website, posting blogs, and utilizing LinkedIn as a professional social engagement platform. We delivered a cheat sheet on the training as well as a critical information sheet of all relative URLs with logins and passwords.

We encouraged the client to stick to a weekly blog calendar. Innerspace Marketing identified several competitor blogs to watch and potential blogs that could be an excellent guest article opportunities for Next Level Leadership Coaching based on their target audiences.

Next Level Leadership Coaching had this to say about Innerspace Marketing:

“Working with Innerspace Marketing was great experience. They learned my business, made sure they understood what I was trying to accomplish and met me where I was.  To me, that meant being client-focused and sharing their expertise to enhance my website, collateral materials and overall professional profile of Next Level Leadership Coaching.  I would recommend Innerspace to any entrepreneur who needs smart, responsive and effective marketing support.”

 

Meryl F. Harari, M.S.

Next Level Leadership Coaching

A New Spin on aRoundJoy’s Web Presence

Client: aRoundJoy® at The HoopShack

Challenge: Needed a website that is easy to manage and navigate, a shopping cart for products, a specialized page for a charitable initiative and calendar feature. Also needed assistance with Public Relations, social media management, and e-newsletter writing and management.

Solution: Website built on WordPress Content Management System, restructured and condensed 27 pages into 9 main pages with 7 sub pages, added three large calls to actions at the top of the page so users could easily navigate right to the information they want.

aRoundJoy® is a boutique fitness company providing premium fitness dance hoops and hoop dance training with a fun, uplifting attitude.

Their existing website was built on an “instant” website platform that did not offer much in the way of creative expression, branding or customization. It did not reflect the aRoundJoy brand and with 27 pages at a narrow width, customers had to hunt, peck, and scroll for pertinent information. It was clearly a site that had outgrown its scope and needed focus. aRoundJoy was also paying for this instant website service at a fairly large monthly cost, in addition to monthly hosting through another company where they had multiple (15) domains listed, but no site on the host server.

Before                                                                                After

Before and After aRoundJoy

The first move was to redesign the site to an easy to navigate, WordPress platform and create a clean website design and a custom logo header for the site. Innerspace Marketing placed three large call to actions at the top of the web page, “Take a Class”, “Buy Hoops & More”, and “Special Events.” We also designed a call out box right next to the logo, as a special message for parents, teachers, and professionals, which links to aRoundJoy’s community initiative page. This page has a separate look and tells owner Geri McNiece’s story of her family and why she is motivated to give back to the community and champion Autism Awareness.

Next, we transferred the site to the existing host provider to save money. The existing host proved to have serious bandwidth limitations and poor customer service, so Innerspace Marketing made the recommendation to switch a more reputable, WordPress friendly host provider with better customer service track record, and transfer the just the most important domains to the new provider.

aRoundJoy wished to have a shopping cart that gave her customers the option to build their own custom hoops, optionally add DVDs, and pay for them via credit card or PayPal. Innerspace Marketing implemented Gravity Forms and Cart66 Pro for aRoundJoy and built out several custom forms with conditional logic, so clients can pay for classes, design their dream hoops, and even pay for special events. We integrated the shopping cart system with both aRoundJoy’s Authorize.net and PayPal business account, and implemented an SSL certificate for a secure shopping environment.

Our last site upgrade integrated the site’s Schedule of classes’ page and Events page. Innerspace Marketing implemented a plugin called The Events Calendar Pro edition. This gives Geri the option to setup up classes in a recurring format, categorized by the multiple venues she teaches at, and the ability for visitors to view the schedule as a calendar or a listing. Additionally, the calendar displays a Google Map of the location, links to register and pay for classes or special events right inside each listing.

In addition to the role of webmaster, Innerspace Marketing has written several press releases for aRoundJoy, resulting in radio and television exposure for aRoundJoy and Geri’s community initiative.

aRoundJoy has contracted Innerspace Marketing on a monthly basis to handle items such as blog posts, PR, website updates to schedules, and her monthly newsletter blast. Upcoming projects include creating an online press kit and press page, moving to a more comprehensive Email Management System, and link building opportunities with reputable companies. Innerspace Marketing thoroughly enjoys watching aRoundJoy’s business and charitable accomplishments flourish.

aRoundJoy had this to say about Innerspace Marketing:

“Thanks to Innerspace Marketing, my website is all I ever dreamed of and more. I just LOVE it and I get many compliments on it! Julia also helps me with email newsletters, press releases, blog posts and social media updates in such a timely and knowledgeable manner. Using her expertise, I now have more free time to focus on networking out in my community, which keeps me more joyful and less stressed! I'm so grateful for all her work and look forward to using her in the future.” 

 Geri McNiece

aRoundJoy® at The HoopShack

A New Brand for That’s The Cutest Thing

That’s The Cutest Thing before and after bannerClient: That’s The Cutest Thing, handmade treasures for tots

Challenge: Needed a logo design, business cards, and banner advertising for Etsy shop

Solution: Distinctive logo design, with photos of knitted and crocheted handmade goods

That’s The Cutest Thing is a small business that sells handmade crocheted and knitted baby and toddler items on Etsy.  Owner Vicky Suter has been selling on Etsy since 2011.

Vicky decided to take her Etsy shop to the next level by hiring a professional photographer to take pictures of her items with some adorable baby talent. In this process, she also made the decision to contact Innerspace Marketing, LLC to develop a logo she could build a brand around, and incorporate some of her new photos into her marketing pieces with copyright permissions from the photographer and the talent.

That’s The Cutest Thing gave Innerspace Marketing suggestions on colors, backgrounds, and what elements would be nice to incorporate into the design. Innerspace Marketing came back with several design choices. Once the overall look of the logo was chosen, we refined the font and elements for multiple uses based on size (a stacked logo version and a long horizontal version). Next, Innerspace Marketing designed an Etsy shop banner logo featuring three photographs, a smaller rectangular banner with five photos, a large square ad and a small, animated GIF square ad for blog advertising.

Our final component of the project was to design business cards from Moo Cards.  Vicky chose two different types, a standard sized business card and “mini” cards to be used as tags for her items. Moo Cards are a great option for retail owners as it offers the ability to upload multiple photos of products that will be shown on one side of the card, and the business information on the back of the card, all in the same batch order.

On final delivery, Innerspace Marketing gave That’s The Cutest Thing jpeg and gif advertising files sized as requested, and PDF and Abobe Illustrator files of the logo in multiple configurations. Lastly, Innerspace Marketing provided a Word Document with a “cut and paste” logo for Word, sizing instructions and color profiles for print and the web.

Working with That’s The Cutest Thing opened up Innerspace Marketing to a whole new target market offering logo design services on Etsy. We are grateful for the opportunity to help That’s The Cutest Thing with their marketing efforts and hope to remain a resource for future projects.

That’s The Cutest Thing had this to say about Innerspace Marketing:

“I met Julia of Innerspace Marketing recently when she was giving a shop marketing presentation to local Etsy sellers. The meeting came at an opportune time as I was at a crossroads with my Etsy shop. I'd set up my shop, worked hard to increase my item inventory, and had begun to work with a professional photographer for merchandise modeling photos.

I realized I had an increasing need to pull my branding together with a cohesive logo design for a variety of advertising that would appeal to my target customer populations. Julia was wonderful to work with, receptive and flexible with my “vision” and suggestions, and quickly responsive whenever I contacted her. Within an amazingly short period of time I had all the tools I needed to promote my shop! I'm beginning to reap the rewards of Innerspace Marketing's expertise with increased shop traffic and item views.

My plan is to continue my relationship with Innerspace Marketing to develop my brand, specifically with seasonal banner design, alternative forms of printed advertising, and website development.”

 Vicky Suter, Owner

That’s The Cutest Thing

A Website with a View for Artist Janene Pratt

Client: Janene Pratt, professional artist

Challenge: Needed a website that could showcase her artwork, with a dark background and a lightbox feature that draws the viewer’s eyes into the art itself.

Solution: With a website rebuild on WordPress Content Management System, Innerspace Marketing optimized Janene’s site by deploying NextGen Gallery for easy upload management of her art, and created a custom post type call to action to pull out selected images for highlighting.

Janene Pratt is an award-winning artist. She had an existing website designed on an “instant” website platform that did not offer much in the way of creative expression, personal branding or customization.

 Before                                                                                                           After

 The first move was to redesign the site on the WordPress platform, giving Janene an easy way to import new artwork and keep her portfolio up to date. Janene did not want a traditional blog, saying that she would only post to it occasionally. To compensate, we came up with a unique solution. Innerspace Marketing integrated NextGen Gallery to offer Janene flexibility in sorting her artwork.  Within the NextGen Gallery, we categorized paintings and drawings with certain tags, such as “Award Winning” or “San Miguel Series.” By integrating tags within the gallery, we created a custom post type that would pull out specific tags (and attached images) into posts. Then we created our “non-blog” blog page called “highlighted work.”

 Innerspace Marketing removed traditional blog post items such as the date formatting, so each post would stand alone, not being date dependent.

 Next, utilizing NextGen Gallery’s shortcodes, we pulled tags into specific posts – such as Award Winning, to display all of the juried award winning paintings and drawings.

 Janene can now utilize this page for special announcements about upcoming works or events.

For her gallery albums, we created a section for drawings and one for paintings. Each gallery is seen a grid format upon first view, allowing the viewer to select the artwork they wish to get a closer look at. The lightbox effect fades back the rest of the website background, and focuses the eye on the artwork. From this view, the viewer may choose next or previous works.

 

For certain works, Innerspace Marketing incorporated links to the gallery in which it is currently being shown or to contest winning details offsite. Each gallery album also gives the viewer the option to view art as a slideshow.

Innerspace Marketing created a custom contact form for Janene, and set up branded email for her as well.

We are currently hosting the site for Janene, and offering web site maintenance such as backups for redundancy and keeping the site functionality up-to-date. Lastly, we created a video library of tutorials just for Janene, so that she may refer back to them when making changes to her site.

Janene had this to say about Innerspace Marketing:

“Julia of Innerspace Marketing made this a pleasurable experience using her creative edge to enhance my work. She also made the site very user friendly with easy to follow video tutorials. She listened to and executed my requests beautifully. Thank you, Julia! Great job! I really love my new site!” 

 

Janene Pratt

Professional Artist, http://www.janenepratt.com

Lezlee Liljenberg: A Blog of Many Talents

Client: Lezlee Liljenberg, metal artist, author, speaker, cooking enthusiast, philanthropist, and insurance agent

Challenge: Needed a redesign of her existing blog that addressed 5 separate interests. Wanted a brand that reflected her persona and tied into her Curves of Steel studio

Solution: Design a distinctive theme for Lezlee’s site and hard code the ability for Lezlee to have certain blog posts show up on their related topic pages.

Lezlee Liljenberg is a busy woman entrepreneur with a wide variety of passions. Lezlee is a successful insurance agent. She’s also a seasoned speaker, a published author, and metal artist with her own studio called Curves of Steel. Lezlee had an existing blog when she contacted Innerspace Marketing for help, but there had been no new content since 2010. Lezlee told us the person who built her site originally had “disappeared.” We hear this frequently from clients who come to us for help, and we are dedicated to being a helpful partner in each client’s business.

BEFORE                                                      AFTER

lezleebefore lezleeafter

 

 

 

 

 

 

 

 

 

Lezlee knows the importance of blogging and how by sharing content with her readers, she can gain a greater following grow her lines of business. We decided to remove the content referring to insurance and finances, and save that information for a separate site. With the remaining content, Lezlee wished to have one place to blog about her multiple topics.

Using the WordPress platform, Innerspace Marketing, migrated her existing site to our hosting servers and then rebuilt her site from the ground up. We incorporated the colors that she liked, created custom headers using her photographs to create one-of-a-kind headers for her site. The Curves of Steel Studio page has its own unique look with branding that features her metal artwork. Additionally, we added a slider element that features her artwork with the name of each piece.

Curves of Steel Studio Page

curves

The biggest challenge of this project was creating a multi-topic blog that would show posts on their corresponding topic pages.

Innerspace Marketing accomplished this by with PHP coding in WordPress. We created Lezlee’s topic categories and then called the posts within those groups to display on their topic relevant pages. Now Lezlee has the ability to create new blog posts in one location under the Posts section in WordPress, check the category the post is relevant to (Cooking, Writing, Metal Work, ect.) and the post will only show on the selected topic page. It’s like having 5 blogs in one, easy to manage place.

Innerspace Marketing also added a PayPal button so that visitors may order her cookbook online, Salt of the Earth.

Finally, we have linked in SEO software options that allows Lezlee to add SEO best practices coding to individual blog posts and Google Analytics tracking code for analysis. Innerspace Marketing also gave Lezlee an in-depth training session.

Lezlee Liljenberg had this to say about Innerspace Marketing:

“Julia is the perfect Business Partner. She listens and incorporates my ideas with her own flair to create the perfect combination between professional and artistic. Exactly what I was looking for and she is now working on our next project.”

 

Lezlee Liljenberg, Artist, Author & Entrepreneur

www.IAmLezlee.com