Because we were already running INA’s email marketing prior to the redesign, we knew, from a marketing standpoint, what changes we had to make. Our designer applied the new theme of the website and of the brand to the email template. We then created new copy to fit the messaging, and we resumed with our weekly email campaigns.
“The email marketing that Buckeye has done has been tremendous and is an underrated aspect of what has helped us build and keep momentum,” said Collins. “I have people tell me all the time that they love these emails. There is a lot of clarity to them, and they are extremely well-organized. These emails have been tremendously important in building the profile of Innovate New Albany, the TIGER events, and Expert Office Hours.”
New social media profiles were created on Facebook, Twitter, and LinkedIn for INA to establish its brand and connect with a wider audience. At the time, we used SproutSocial to schedule several posts a week for the different platforms. We focused on promoting INA’s events on their social media, but we also shared Monday motivation quotes, blog posts, different articles, and real pictures from our events. We wanted people to stumble onto INA’s profiles or INA’s site and immediately feel INA’s purpose. And it worked.
Our designer also created a variety of different designs/graphics to go on INA’s new promotional products. New banners, business cards, mugs, pens, and T-shirts now wore INA’s logo proudly. These products were handed out at different events and essentially used as marketing tools to spread the word about INA!
INA wanted to somehow track the company’s progress on the site, email, and social media in a way that’s clear and easy to read. We were already accomplishing this for them prior to the redesign, but now we needed a better way to present this information. Our team created a presentation that was customized using INA branding, and each month, this presentation would be updated and shared as a PDF. The monthly report was used internally as well as externally, and it definitely helped track our progress!
The monthly report design has evolved over time, and we absolutely love how we can adjust to make it better and better.