CASE STUDY #1: INITIATED MARKETING PIVOT THAT SAVED $24,000 FOR TYNDALE HOUSE PUBLISHERS
Using Google Analytics data, I discovered that Tyndale’s product marketers were losing approx. $25,000 a year in low-ROI Google AdWords spending. I recommended to my boss, the Vice President of Corporate Marketing, that Tyndale eliminate this spending and reinvest in other channels and she agreed.
To communicate this recommendation to the 25 product marketers, I had the idea to do a presentation for them about why they should eliminate their AdWords spending and invest in content marketing and SEO content instead, which had a much higher ROI.
The presentation was a huge success and the marketers accepted my recommendation and reduced their annual AdWords spending by $24,000, which saved the company $24,000. This presentation launched Tyndale’s massive content marketing and SEO efforts, which is a flagship marketing initiative at the company. The presentation also introduced the product marketers to content marketing for the first time. This contributed to the organic search channel being the second highest revenue producing channel on the company’s websites; the channel generated over six figures annually.
CASE STUDY #2: 100,000 YOUTUBE VIDEO VIEWS FOR NAPERVILLE RUNNING COMPANY
At Naperville Running Company, a local small business, my boss challenged me to create a YouTube channel for the company and make product videos promoting the company’s shoes and gear. The goal of the videos was to increase awareness and purchases of products from brands including Nike, Adidas, and New Balance. There had never been an active YouTube channel or any video marketing at the company so I was starting this new initiative.
I filmed, edited, and published 47 product promotion videos over the course of one year. I worked with the product knowledge coordinator to highlight the product information that was most helpful for the customer, and I captured the products from various angles to provide the customer with the best information. I customized these videos for YouTube by optimizing them for YouTube’s search engine, researching YouTube marketing trends & best practices, and applying those learnings. For example, I wrote search engine-optimized titles and descriptions for each video using the target keywords, and added the maximum number of keyword tags to each video. I also wrote a call to action at the end of each video description to encourage the customer to purchase.
The videos I created have earned 110,000 views on YouTube over the past three years and generated dozens of comments. They publicized NRC’s name across the country and the world, which was evidenced by the viewer location data. I also reached the quarterly goals my boss determined for me for YouTube views three out of three quarters. Additionally, my boss loved the videos so much he started playing them on a loop on multiple TVs in the stores, which still exists today. This experience is an excellent example of what I can do for your business: learn your brand, research best practices, and execute a high volume of high quality work.
CASE STUDY #3: CONTENT MARKETING ARTICLE PUBLISHED FOR TYNDALE HOUSE PUBLISHERS
Tyndale House Publishers had recently released an innovative new Bible that is the first of its kind to combine a print book with mobile app technology. There is a patent pending for the technology. The company needed an article that would highlight the different contexts someone could use this Bible, since it is a new concept that the consumer may not intuitively understand. The article needed to match Tyndale’s caring, upbeat brand voice and incorporate detailed product information while still being engaging for the reader. It also needed to gently direct the consumer to buy the product. Another important objective of the article was to optimize it for search engines using SEO techniques.
I met the first objective of the article by coming up with an original article concept: The top three times you could use a print and digital combination Bible. These scenarios were when someone is traveling, when someone is commuting to work, and when someone is reading the Bible with their kids. I researched the product and incorporated that product information into the article in a readable, digestible way for the consumer. I also wrote the article with a caring, upbeat tone to match Tyndale’s brand voice. I met second SEO objective of the article by using the keyword “Filament Bible” throughout the 900-word article while still making the content engaging for the reader. Furthermore, I wrote a CTA at the end of the article that encouraged the customer to purchase.
Tyndale published the article The Best Bible App in Print and I met each of the objectives of the article, including sharing the situations when a customer could use the product, matching Tyndale’s brand voice, and optimizing it for search engines using SEO techniques. It successfully shared product information with the consumer in an engaging way and ultimately directed the consumer to buy the product without being heavy handed.
“Kendra was such a pleasure to work for. Her keen eye for her target audience made my internship experience much easier. … [She] helped me improve my knowledge on brand marketing. Kendra was very professional and a joy to work with.”
Allison, social media manager and former director of digital at Naperville Running Company