Eatontown, New Jersey - 2020
Problem:
EcoGroup USA is a startup company whose flagship product is a comprehensive indoor air quality system. Prior to my arrival, the company had:
No Brand Identity
No Marketing Plan
No Buyer Personas
No Marketing Materials
No Messaging
No Analytics or Regular Reporting
No CRM
No Sales Training Materials
No Marketing to Sales Process
No SEO Strategy
No Content Strategy
No Social Media Strategy
No Email Marketing Strategy
No Marketing Standard Operating Procedures
No Partner Marketing
No Vendor Management
Solution
In my role as digital marketing coordinator, I implemented the following:
January 2021 to June 2021
Website Development
The WordPress website that I inherited performed poorly, lacked search engine optimization, and had a bad user experience. Images hosted in the media library were over 100kb and there was little content on our technology. The website lacked succinct URLs, meta descriptions, alt text, analytics, legal pages, site architecture, breadcrumbs, lead capture forms, calls to action, and more. I redesigned the website three times as I became familiar with the company until IT Services and I settled on a final layout that balanced user experience, site performance, and search engine optimization.
Brand Identity/Partner Marketing
I assisted in developing the EcoGroup USA and ECOSENSE Platforms brand by ordering a redesign of their logos, colors, typography, brand voice, and attributes. The original EcoGroup USA logo was vertically challenged on collateral, and the original ECOSENSE Platforms logo was not visually appealing on social media displays.
I assisted in developing the EcoGroup USA and ECOSENSE Platforms brand by ordering a redesign of their logos, colors, typography, brand voice, and attributes. The original EcoGroup USA logo was vertically challenged on collateral, and the original ECOSENSE Platforms logo was not visually appealing on social media displays.
As we began to implement partner marketing programs, I created a brand style guide and marketing kit for our independent sales organizations to use when giving EcoGroup USA a presence on their website for lead generation. I also serve as the brand compliance manager for our strategic partner programs.
Marketing Materials
I produced an 18-page white-label product cut sheet catalog for our sales team in addition to multiple B2B one-pagers and digital brochures for the following verticals: Commercial Real Estate, Restaurants, Health & Fitness, Major League Baseball, Rehabilitation Centers, Education, and Retail. Additionally, I created brochures, landing pages, social media graphics, videos, and other marketing materials as needed.
Google Webmaster Tools
Prior to my arrival, the company was not actively monitoring their website with any analytics software. I installed Google Analytics and Google Search Console on both domains and present analytics reports for our website and social media platforms weekly.
CRM
Prior to my arrival, the company had no lead generation strategies or ways to track inbound leads. After reviewing multiple CRM options and comparing pricing, value, and features, we implemented a lead generation system using Monday.com, where we create lead capture forms to display on our website.
Marketing to Sales Process
One of my accomplishments in this role was bridging the gap between the marketing department and sales team by supporting sales with competitor research, trending news, custom marketing materials, and creative brainstorming sessions.
June 2021 to Present (Digital Marketing Manager)
Search Engine Optimization
When I ran my first SEO audit on EcoGroup USA.com, the site was loading at 10 seconds, had unoriginal content, no site map, thin content, and unoptimized images. In collaborating with our with our IT services, we completely revamped our WordPress image library and compressed every image to 100kb or less with optimized titles and alt tags. I utilized my copywriting skills to develop the existing content with additional research, implemented headings, smaller paragraphs, and bullets to optimize user experience.
I performed keyword research using Google Keyword Planner and AHREFs. The first keyword that we ranked on the first page of google was for "glove importers" in position no. five on the SERPs. Currently, our second best performing page is ranking for the keyword "uvgi systems".
On the technical side, we utilized a combination of WordPress plugins to optimize the JavaScript and CSS issues we were having and were able to achieve a desktop lighthouse report with all green scores. We also used AHREFS and Screaming Frog SEO Spider to further analyze, diagnose, and repair technical issues.
Email Marketing Strategy
Six months into my role I collaborated with our IT services to create a weekly internal company email marketing campaign. Each newsletter includes company news and trending industry news stories and is sent to all of our stakeholders. This project was done using SendinBlue, Canva, and Google URL Campaign Builder to track website and social media visits.
Content Strategy
In preparation for our content and social media strategy, I created an editorial calendar that was broken down into seasons (fall, winter, spring, summer), based on climate and HVAC system usage. Vertical content was organized by relevant season (i.e. promote stadium vertical during Football season months). Relevant national holidays such as "Clean Air Month" were marked. Content will be created in conjunction with keyword research and then repurposed into various formats for various channels (i.e. blog -> social media graphic -> short video -> podcast).
Editing
I prepared an investor pitch deck by editing an existing deck based on the aggregation of in house feedback.
In September 2021, the company underwent a restructure and rebranding from EcoGroup USA to EcoGroup Holdings, resulting in a website migration via GoDaddy/Managed WordPress, an upgraded website with an enhanced user experience, and new logos.
Work Samples
Before
Key Messaging - Before
EcoGroup's mission is to create spaces in which your tenants, their
employees, and their customers will be safe from indoor air pathogens. With over
15 years of experience, our team of subject matter experts have been focused on
the reduction of harmful viruses, bacteria, and microbes, including SARS-CoV -2,
the virus that causes the disease COVID-19.
employees, and their customers will be safe from indoor air pathogens. With over
15 years of experience, our team of subject matter experts have been focused on
the reduction of harmful viruses, bacteria, and microbes, including SARS-CoV -2,
the virus that causes the disease COVID-19.
We are the creators of ECOSENSE Platforms , a comprehensive antimicrobial and
IAQ approach incorporating patented and proven EPA, FDA, ASHRAE
solutions to eliminate 99.9% of microbial germs on surfaces and in the
air. This 3-legged stool of technology collects, monitors, tracks and reports data
through gateways and dashboards that are designed and built to provide provide real - time data, proving that your systems are working.
IAQ approach incorporating patented and proven EPA, FDA, ASHRAE
solutions to eliminate 99.9% of microbial germs on surfaces and in the
air. This 3-legged stool of technology collects, monitors, tracks and reports data
through gateways and dashboards that are designed and built to provide provide real - time data, proving that your systems are working.
As everyone rushes to incorporate solutions and protective measures, now
more than ever, is it vital to deal with experts in this industry you can trust.
more than ever, is it vital to deal with experts in this industry you can trust.
Key Messaging - After
Today’s Most Complete IAQ Monitoring & Management System
We help facility managers become prepared, resilient, and agile leaders in today's rapidly-evolving indoor environments with data that can help solve indoor air quality problems.
