Challenge
A pair of entrepreneurs were opening a boutique hotel in Helena, Montana, and they turned to our agency to further develop their brand and create a website.
Solution
Brand Strategy
Because the brand was so new, we went through a brand strategy exercise to ensure we aligned on direction for our creative team and the clients’ future marketing efforts. This included:
- A competitive review to understand brand positioning
- A SWOT analysis
- Defining a positioning statement through audience identification, points of differentiation and reasons to believe
Content Strategy
Following our brand work, we developed a sitemap, content hierarchy and wireframes for the first phase of the website (coming soon), and a high-level plan for when the hotel was ready to open.
What I did:
- Led the brand strategy workshop with our two clients and took the lead on the report
- Developed the sitemap and content hierarchy based on insights from our brand strategy work
- Collaborated with the UX designer to ensure content was properly represented in wireframes
- Oversaw SEO best practices for phase 1 of the site
Results
The “coming soon” phase of the website is live, and phase 2 will arrive closer to the hotel’s opening.
Formalized brand positioning
to help clients’ future marketing efforts.
Clear direction
for creative team to bring concepts to life.
A group of Midwesterners
very excited to visit the hotel when it opens. 🙂