To begin the rebrand, our design strategy focused on integrating brand personality into their logo, website, social media profiles and overall branding. The new website aimed to create a balance of industry expertise and company charisma to attract corporate clients looking to transform their organizations. To generate interest in the launch, we then focused on a webinar promotion targeting the top human resource executives nationwide.
Modernizing branding and logo
To achieve their goal of refreshing their brand, we redesigned KPC’s logo and presented several branding options designed to appeal to their target corporate clients. The new modernized logo set KPC on par with their competitors, while still capturing their brand personality. A change in color scheme was also chosen to align with the three main areas of service that KPC provides. These design choices complemented the clean lines of the website redesign and helped bring to life the unique features of KPC.
Reshaping website content
With the goal of attracting a new target audience, we worked with KPC to reshape and repackage their niche services into three categories that aligned with their corporate clients’ needs. We designed specific landing pages for each of these main services and included optimized content targeting their buyer personas. Each page of the website included KPC’s main “discovery session” call-to-action which naturally lead prospects into their sales process. By the end of the project, there was no doubt that the in-depth website content, case studies, blogs and white papers created by our team, repositioned KPC as an industry expert in the corporate sector.
Garnering interest through online webinars
To launch corporate interest in the new and improved KPC, we designed a webinar campaign targeting their specific buyer personas. The campaign centered around a recently popular corporate topic, “How to Tackle Unconscious Bias at Work” and featured KPC’s president as the featured speaker. In less than two weeks, our social advertising campaign produced 40 new qualified corporate webinar registrants and captured their contact information for future follow-up. Of these registrants, 47.5% went on to attend the online webinar, a percentage well above the industry standard.
Kizzy M. Dominguez, Ph.D, President
I’m most impressed by the response to our first webinar!
K Parks Consulting