@jenbarnett

Better Digital Branding: Three Live Case Studies

@jenbarnett

@jenbarnett

Case 1: Culverhouse College of Commerce

• Low brand recognition• Multiple, highly involved stakeholders with differing agendas

Problems

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Case 1: Culverhouse College of Commerce

• Make the easy fixes. Add “University of Alabama” to meta data and titles on pages. Combine Culverhouse and Alabama logos until Culverhouse can stand alone.

• Compile extensive data to illustrate problems on site. Survey students, parents, recruiters, faculty, and staff.

Solution

@jenbarnett

@jenbarnett

Case 2: APCI (serving America’s independent pharmacies)

• This is a B2B organization serving a dwindling industry.

Problem

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Case 2: APCI (serving America’s independent pharmacies)

• Develop create solutions to keep independent pharmacies relative and competitive.

• Help pharmacies develop services (like delivery) that chains can’t do.

• Create online content calendar for indies and encourage them to build local relationships through blogging and social media. Give them the topics to write about, then let them write in their own voice.

Solution

@jenbarnett

@jenbarnett

Case 3: Space Camp

• Fewer kids signing up for space camp• End of space shuttle program means fewer kids dream of

being astronauts• Decline in brand recognition amongst kids since primarily ad

vehicle (the Nickelodeon show Double Dare) is now off the air

Problem

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Case 3: Space Camp

• Keep product as is, but market purely to adults with a sense of nostalgia for the program

Solution 1

• Change the product from an astronaut training ground to a rocket science training ground. Use a Minecraft Contest to replace what Double Dare provided. Focus on building the next great space program.

Solution 2

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Example of Brand Values