Over ten years of blogging had led to the powerhouse paint brand that is Dreama Tolle Perry. Whilst Dreama remains the face, and teacher, there is now a whole team of people that make the business work from taking care of member support right through to product development & marketing strategy. After launching numerous successful courses, we worked with the brand to pull everything together into a brand new home online with systems and workflows to match.
Voice of Customer
Social media design
Social media strategy
Website design & development
Media kit development
Processes & workflows
Ad processes & strategy
We had a few major goals for the project.
1. Make better things for the community & create a space they needed.
2. Increase the audience size for the brand significantly.
3. Create new revenue streams & leverage assets
4. Implement processes
Customer Development & Voice of Customer
At the beginning of our work we needed to get a clear picture of the existing audience, understand the customer from a cross-section of profile and behavioral data, and benchmark the audience. As the goals and content had been changing a lot over the years we wanted to understand exactly who the brand was drawing in and what differences there were with the strategy and targeting of products.
We undertook research through interviews, 40k+ fans on the Facebook page, blog & website comments, private comments from paying customers in various forums & groups, a public audience survey, website data, EDM data & Facebook analytics.
From these insights we gleaned extensive insights about who the audience was exactly, what they wanted and what they needed. From this we were able to create tailored content plans, implement new ideas to engage more effectively, develop products and create marketing language and strategy that hit their needs. Our work on all this was successful in launching numerous new initiatives, creating stronger loyalty, growing their audience on new social platforms and increased revenue streams that required no additional work throughout the month.
The old brand had existed for over 5 years and didn’t have a clear structure, mission or asset library. After extensive audience research, we worked on building out a new brand and developing a process for which the growing team could use it heading into the future. The comprehensive guide runs over 100 pages and can be updated as required over the years for continued reference, strategic decision making and direction.
Social media is a major element of this brand where a large audience congregates. When we began working with the team their presence on Facebook was excellent (40k) but they had no other social platforms other than a loose Pinterest. We encouraged the brand to launch on Instagram and developed a significant strategy around this. Additionally we cleaned up the Pinterest account and begin a consistent posting and hashtag movement here.
To tie this all together we implemented a project management board for social media creation throughout the month, developed a social media plan and brought it under one scheduling tool where all three platforms are scheduled a month in advance. The brand continues to grow and Instagram quickly hit over 10k followers upon launch.
One of the things we gleaned from our research was that readers were craving community and finding the time & inspiration to paint. We devised monthly themes that would be posted across Facebook & Instagram to prompt users for what to look out for during the month to paint, post and hashtag their paintings. Each month a winner would be drawn for a Dream Swag prize from this tag. This would also help to foster more of a feeling of togetherness and finding time in a friendly, community challenge to paint.
The swag bag
We devised the swag bag for the brand for surprise giveaways, month theme winners on social media, product promotions and festivities throughout the year. The swag is compromised of items from the shop and a few favorite supplies. All light and easily shippable across the world.
One of the feelings the brand creates is that of joy, travel & dreaming. We want to evoke that throughout so use a blend of typography and lettering along with the brand photo masking. These are provided in square, landscape and story formats and are also housed on the website as free wallpaper downloads for readers.
We put together a strategy for the highlights on the profile for new users and Dreamettes looking for specific items. Story series and graphics were then created for marketing each new part of the brand covering site launch, shop launch, giveaways, resources, wallpapers and courses. Our research showed everyone wanted to know Dreama more, have recurring questions and feel even further connected. To do this, and to eliminate numerous support queries and instead direct them to social media, we developed a Q&A series that is ongoing and posted one to two times each month (then saved as a highlight resource).
The Pinterest boards were disorganized and inconsistently posted to however they drove a substantial amount of traffic to the site – particularly when posted to specifically from blogs. We cleaned up all the boards, create an organized structure with neat covers and made it approachable and easy to follow. Pinterest posting then became part of the standard monthly scheduling along with those pinned from website journal entries.
Pin design & production
We designed numerous pins for the brand that could be sold on the shop and provided in the swag bag for giveaways. Top course participants would also receive a corresponding course pin.
Processes & workflows
There were a few main processes we wanted to develop with the team to create more effective workflows, meet the business goals and free up time and bottlenecks throughout the months. In particular these included, and introduction to the business for new contractors (how it was setup, why and where to find everything), noting the full process to launch each course, creating a social media content project management setup and scheduling system so it’s a month ahead and engaging for the audience, and developing the initial management of press outreach and media.
We created graphical videos for social media distribution, developed hyperlapses from the painting to use as ads and have featured on congregation sites with major audiences, and developed videos of course participant paintings to show what can be achieved by joining with tangible visuals.
Website design & development
An extensive website called for everything to be streamlined as much as possible and appeal to to a bigger audience. We needed to consolidate a significant amount between the old and new which we did through information architecture and design. The old site had 100s of pages and nearly 1,000 posts. We consolidated the pages down to 35 and cleaned up hundreds of blog posts into a new design format. Finally, we created a new resource area on the site for Dreamspiration. Our research had informed us that users were needing inspiration and time so we delivered this through free downloads and painting reference images.
Media Kit & Community Resources
One of the goals of the brand is to expand their audience into new spaces. We suggested a media kit be created and along with the media management board we setup for opportunities to be pursued in the press – particularly popular creative magazines, retirement magazines, podcasts and highly engaged creative & art blogs. Further, we wanted to use the information and assets from the old brand that weren’t being leveraged to create lots of free resources to provide to new readers to increase their mailing list and a sense of community.
We designed numerous pins and aprons for the brand that could be sold on the shop and provided in the swag bag for giveaways. Top course participants would also receive a corresponding course pin.
The previous site did not have it’s own internal shop and users were directed out to various other sites to purchase goods that the brand didn’t control. We brought everything in-house, the team added a few special products and the shop was launched with 5 figures in the first few weeks creating a much higher monthly revenue stream that requires little ongoing effort.