Project Description
Case Study
Company
The Online Jewellery Company is a business that started in 2015 with the launch of a website platform to sell jewellery by some of the best brands from Australia and Europe. Steve Sher, the owner, had been working in the jewellery industry for over 30 years in a family business. He had the experience and knowledge to develop a successful business, combined with the vision of a 21st century sales model.
Problem
Even with Steve’s knowledge and experience, online sales were a new business environment for him. Knowing that the web-based platform would not work as the physical stores, Steven came to me so I could help him improve his communication and marketing to give an impulse to the website and increase his sales.
Approach
To improve the sales of the brand I did some research on our competitors. We decided to change the look and feel of the newsletters and the website. We also agreed we would use photographs that were more attractive, interesting and vibrant.
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Solution
We created a new short version of the logo to easily identify it as “OJCO,” a more relatable brand name than the original “The Online Jewelry Company.” Also, we changed the style of the newsletter and website to represent freshness and originality. We now were able to grab the website visitors and turn that into new sales.
Outcomes
We developed a new marketing plan for the brand’s online presence, including the web platform, the social media channels and the newsletters. The newsletters had a 60% increase in clicks, and most of which represented new sales and an increased client base. We improved the presence of the brand on social media, achieving more followers on Instagram and Facebook and converting the adds on these platforms in sales.
Newsletters change
The newsletters that the company used to send originally were too long for the average reader and they were heavy on the text. The top of the newsletters included the same menu as the website, which was inefficient because it distracted the reader’s attention from the actual products. We decided to shorten the newsletters, remove the menu and include a specific promotion in every edition. The new design focused the reader’s attention on the product pictures and pricing. This allowed the company to convert newsletter reads into new sales.
Abbreviate logo change
The original logo included the full name “The Online Jewellery Company,” which was rather long and was mistaken as being too generic. Therefore, we decided to change the logo using an abbreviated name the company already had, “The OJ co.” However, we suggested streamlining the logo one step further and used “OJCO” as the brand name on its logo, which functioned like a nickname—easier to remember and relate to.
TECHNICAL SKILLS
Illustrator
Photoshop
COPYRIGHT
The Online Jewellery Company
Sydney (Australia)
Skills Used
“She is very diligent and talented and the calibre of her work was very high, both creatively and technically. Cristina displayed an excellent understanding of her chosen discipline and made a significant contribution to our marketing campaigns from concept through to execution on email, on social and within the store. Cristina had a high regard for the overall success of our business and was always willing to contribute in areas that were not within her job description, from stock selection, housekeeping and on the floor sales. In addition, Cristina was always willing to do urgent work even out of normal business hours. I would not hesitate to re-employ Cristina should the opportunity arise. I wish her great success in her future endeavours.”
