Case Study

Terri Jardine Poems

Building a Brand from Scratch

The Challenge:

Terri Jardine, a talented children's poet, approached me with a wealth of creative work but no established brand presence. She hadn’t yet established consistent brand messaging, a clear understanding of her target audience, or any digital presence.

Essentially, Terri had the raw material but needed help transforming it into a cohesive and marketable brand. Her poetry focused on children, but she hadn't yet considered how to translate that into a visual and textual identity.

The Solution:

Starting from scratch, I developed a brand identity and online presence for Terri Jardine Poems that captured the charm and playfulness of her poetry.

Phase 1: Strategy

  • Consumer Path to Purchase: We mapped the journey of Terri's potential customers, from initial awareness to purchase and beyond. This helped us identify key touchpoints and develop targeted marketing strategies for each stage.

  • Targeted Marketing Channels: Based on the consumer journey map, we recommended focusing on channels that reach parents, educators, and children, such as:

    • Social media marketing (TikTok, Facebook, Instagram, Pinterest) focused on visually appealing content and engaging with parenting communities.

    • Partnerships with schools and libraries for readings and workshops.

    • Online advertising targeting parents and educators.

    • Participation in relevant book fairs and literary events.

  • Content Strategy: We developed a content strategy that included sharing excerpts of her poems, behind-the-scenes glimpses into her creative process, and engaging with her audience through contests and Q&A sessions.

Phase 2: Brand Discovery and Identity Development

  • Mood Board Exploration: We began by exploring Terri's vision through a series of mood boards. These boards incorporated imagery, colors, and typography that evoked the feeling and themes present in her poetry. This visual exercise helped me understand her preferences and provided a foundation for the brand's look and feel. We focused on playful, childlike elements, bright colors, and whimsical fonts.

  • Target Audience Definition: We worked with Terri to define her ideal reader, not just the children themselves, but also the adults who purchase books for children (parents, grandparents, educators). This understanding was crucial for crafting targeted messaging and choosing appropriate marketing channels.

  • Brand Voice and Messaging: Based on the mood boards and target audience definition, we developed a brand voice that was warm, engaging, and playful, reflecting the spirit of the poems. This voice was then translated into key brand messages that highlighted the educational and entertaining value of her work. We focused on the joy of reading, the power of imagination, and the connection between children and the natural world.

Phase 3: Creative Execution

  • Website Design and Development: I designed and developed a user-friendly website that showcased Terri's poems in an attractive and accessible format. The website's design incorporated the visual elements identified in the mood board phase, creating a cohesive brand experience. The site included a sample of her work, a contact form, and links to her social media presence. We ensured the website was mobile-friendly and easy to navigate for all users.

  • Copywriting: I crafted all website copy, ensuring a consistent and engaging tone designed to drive sales. Each poem description highlighted its unique theme and age appropriateness. The descriptions also subtly suggested the emotional or educational benefits for children, encouraging purchases. For example, descriptions evoked the wonder of discovering nature through verse, prompting parents to envision their child captivated. This blend of child-friendly language and parent-focused benefits created a persuasive narrative, driving engagement and contributing to increased interest and sales.

The Results:

  • Terri now has a professional brand identity that reflects her talent and the unique charm of her poetry.

  • Her website provides a central hub for her work, making it easy for potential readers to discover and enjoy her poems.

  • The targeted marketing strategy has helped her connect with her audience and build a following. While specific sales figures are confidential, Terri has reported a significant increase in engagement and interest in her work since the launch of her brand and website.