Monthly Prospect Campaign
Black Friday Special
November 2024
Campaign Type
Prospect
Introduction
Each November, companies in both the B2B and B2C space participate in Black Friday, giving a big, year-end push toward their goals. At the Internet Brands Chicago Office, home to the brands Officite, Online Chiro, TherapySites, and CoachingWebsites, we also participated in the tradition.
Black Friday promotions are typically a $0 setup offer that does away with the start-up cost of a new website and the subsequent marketing suite and typically offers the launch of a new website by the turn of the new year.
The Black Friday messaging, while paramount to its specific campaign, is an example of the month to month campaigns that I have designed.
The Scope phase
Meet with the Director of Marketing and the Project Manager to go over the Prospect campaign. During this time, we discussed what the goal of the campaign was, the messaging and the overall look and feel for the month to come.
Goal
The established lead goal for the month of November.
Overall look and feel was “gifts” along with the direction of black and gold, which we have made part of the brands each November.
Channels
Email > Landing page > Thank you page
Corporate site add-ons > Landing page
Direct Mail
Digital ads
Social media content
As a set of brands with strictly digital products, I had the idea to make a tangible element to it through imagery that is universally recognized as something they can hold: A present.
The lighting in the imagery would speak to the digital nature of the products Officite, Online Chiro, and TherapySites all provide.
Concept
Deliverables
Email hero for HTML email send
Additional email banner for the special offer
Social images suite (Facebook, LinkedIn, Instagram, and reels/stories sized images.)
Digital ads
Homepage popup image
Landing page image updates (to include the latest website themes offered)
Direct Mail
Email hero for HTML email send
Additional email banner for the special offer
Social images suite (Facebook, LinkedIn, Instagram, and reels/stories sized images.)
Digital ads
Homepage popup image
Specs and Parameters
Typical requirements for designs:
Because of the lack of overlap in audience, the same design can be used across all of the brands.
Each design must adapt to the brand standards of each brand
Imagery should be updated per brand to speak to our prospective customer
Use the image sizes for each piece of collateral per channel, including the 2:3 ratio for landing page images and the set dimensions for email heroes.
Additional campaign requirements:
Incorporate the brand primary color into the black and gold color scheme
Create a feeling of receiving and urgency, while keeping the message positive
Email hero for HTML email send
Additional email banner for the special offer
Social images suite (Facebook, LinkedIn, Instagram, and reels/stories sized images.)
Digital ads
Homepage popup image
Design Phase:
To see more about how I have streamlined this process to meet the timelines for all campaigns, please view this page. [link to the case study for design process]
Research
Black on black with gold accents, relying on lighting to emphasize certain components of the asset.
Gift box graphic to create a tangible element for a digital product
Use the primary color for calls to action on assets that have them and on assets that don’t, add an element to draw the viewer in
Ideation
In-program “sketches” to determine general layout and required assets
Check scalability of layout across different canvas sizes
Attain/create assets
Using assets from Shutterstock.com and create custom assets in Adobe Illustrator.
November was a combination of the two.
Create/use batch template
Adjust assets to be brand specific
The ribbon of each gift box was edited to be the primary color of each brand to create a pop of color on the otherwise simple design.
Float copy into the document
Review all copy, including calls to action for accuracy and general proofing
Check all spacing and legibility standards
Approvals
Submit for approval via review link into project management tool
Make any necessary edits and attain approval
Post Approval File Management:
Export images into the appropriate file format, being mindful of destination and size
Keep files organized on the shared Google Drive
Handoff:
Upload image files into appropriate place
For hosted images:
Upload the image into Pardot, where it is stored in the appropriate location, tagged, and a link is created.
Place links into project management tool’s tasks for the teammate that needs them along with the tag for ease of use.
Tag the teammate in their task to inform them the assets are ready and available
For unhosted/corporate site images
Upload the appropriately named images to project management tool tasks and tag the teammate to inform them that the assets are available