Signed in as:
filler@godaddy.com
Digital Brand Attachment Matrix Project
About The Experience
Project Overview
During this project, another digital intern and I were tasked with creating a brand attachment matrix relating directly to each brand's products. The matrix included planning for web, social, and email attachment.
There were over 300 product pages touched by this project, each having a unique crossover product matrix created.
Project Outline
Stage 1: Preparation
Stage 1: Preparation
Stage 1: Preparation
After introduction to the project, the team member and I:
- Began communication with product teams to gain an understanding of the products we were working with.
- Crafted a sheet in Microsoft Excel to highlight product matches based on descriptions and product use-cases
- Scheduled weekly check-ins with project stakeholders such as managers and content author's for each brand.
Stage 2: Research
Stage 1: Preparation
Stage 1: Preparation
Now that we had an understanding of each brand's product set, we began researching factors such as:
- Top performing product pages
- Potential cross-site linking opportunities
- Design layout for product suggestion assets
- Gaining insight into current strategy on social and email specifically to understand what attachment was already taking place
Stage 3: Job Initiation and Review
Stage 3: Job Initiation and Review
Stage 3: Job Initiation and Review
After completing the steps listed above, we began the process of implementing our ideas and research into each brand's site by:
- Creating Job Initiation Forms and tickets within Jira to request assets
- Scheduling additional meetings with creatives and authors from each brand
- Once assets were in hand, we reviewed and approved the top options that reflected our research.
Software/Applications Used
Stage 3: Job Initiation and Review
Stage 3: Job Initiation and Review
At completion of the project we had utilized several software and applications, including:
- BrightEdge for SEO
- Microsoft Excel and Teams to project plan
- Jira and Adobe Acrobat for job initiation and asset collection
- Microsoft Powerpoint to present all work completed
Final Results
Asset Launch
Asset Launch
Asset Launch
- Over 300 Product Pages touched and updated on the web with four unique product recommendations from Sherwin-Owned brands.
- Individual strategies were created for enhanced Social and Email content for the future, such as featuring other brand projects in the posting schedule.
- Recommendations for additional content outside of product pages geared towards attachment
Presentation
Asset Launch
Asset Launch
After our project, we presented our findings and success to our individual managers as well as team members and some stakeholders. This presentation included:
- A project overview from start to finish
- How our recommendations would impact the customer journey for each brand.
- Reccomendations for next steps in enhancing each page, social, and email account.