CASE STUDY #1: 100,000 YOUTUBE VIDEO VIEWS FOR NAPERVILLE RUNNING COMPANY
OBJECTIVE
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.
ACTION
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.
Here is a sample of one of my videos for the New Balance 880v7 running shoe.
RESULT
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 #2: INITIATED MARKETING PIVOT THAT SAVED $24,000 FOR TYNDALE HOUSE PUBLISHERS
OBJECTIVE
Using Google Analytics data, I discovered that Tyndale’s product marketers were losing approximately $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.
ACTION
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.
RESULT
The presentation was a success and the marketers accepted my recommendation and reduced their annual AdWords spending by $24,000, which saved the company $24,000. It 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.
“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
Risen Communications 