Case Study: Brand Strategy, Website and Email Copy

Baily Biederman has 20+ years experience as a graphic designer. She’s been the Creative Director at the successful toy company, Mitzvah Kinder for the past 19+ years. And she’s taught high school graphic design for the past 10+ years.

Baily’s Orthodox Jewish, and many people in her community make an intentional choice to reduce internet use. So, years back, she had a really creative idea to offer internet-free Adobe design courses for Jewish girls. She shares this offer via ads in her community, and ships internet-free laptops (with all the course materials already loaded!) to customers. Many of her students have gone on to pursue impressive careers in graphic design.

Since some people in her community are more comfortable with internet use, she came to me to create a website and online course funnel to connect with this audience. 

One of the first things I noticed was that the original brand design was somewhat rudimentary. And it makes sense, since sooo many creatives create gorgeous materials for their clients, and skimp on their own!

I kindly pointed this out. And considering this was a course created by a top designer, I encouraged her to really bring her A game.

She was completely on board with redesigning the brand, and I think it came out beautifully!!

I also noticed her initial value proposition was a bit off.

It said something to the effect of “learn graphics,” and I thought it was a course to learn graphic design. But she clarified, no, it’s a course solely focused on learning Adobe design programs, Photoshop, Illustrator, and InDesign (so anyone’s own artistry can shine).

So I did some voice of customer research, into the hopes, dreams, fears and aspirations of her ideal audience and crafted a value proposition to match this. Which her design beautifully supports.

The (draft) brand already had a lot of good copy in place.

Since the bones of it were solid, I polished and optimized a lot of what she had started. And folded in key messaging elements from my research.

We worked together on crafting an email opt-in, tailored for this audience.

The Orthodox Jewish community can be very private, so I got a lot of ideal client info from her, rather than being able to research it online. From the start of this project, I also asked for her recommendations on where I could learn more about the Orthodox Jewish lifestyle. I subscribed to a few competitor email lists, and watched Peter Santenello videos on YouTube to round out my understanding of their lifestyle.

I shaped the email and funnel strategy, and drafted all landing page and email messages. I also helped her choose an email service provider (ConvertKit).

Baily values building things right the first time, which I believe serves her incredibly well.  

Because she isn’t wasting resources by guessing, tossing messages out there on a whim, changing it fast, guessing, repeating, scrapping, stressing.

Instead, her brand foundation is solid.

And so are her initial metrics. With this, her audience is showing a strong, steady build.

She hasn’t done a ton of work on the outer aspects of this brand for 10+ months, but from what we built together, subscribers keep trickling, trickling in. Because she built a solid brand foundation, these numbers would go up exponentially with increased traffic.

She gave me permission to share this case study, as well as snapshots of email metrics to date.

Here’s a more specific breakdown of the email sequences I created for this brand (and associated metrics).

To discuss building a strong foundation for your business, get in touch.