The Challenge
Moving a traditional, phone-based legacy trade operation entirely into the digital space.
Role - End-to-end digital footprint architecture, brand identity design, third-party platform integration and style configuration, and cross-functional team onboarding.
Team - Executive Leadership, CRM Technical Consultant, Schedule Engine Consultant, Internal Operations, Sales, and Field Technicians
Timeline - 6 Months (Discovery through Launch, Onboarding, and Value Realization).
The Strategy
Built a company digital footprint from scratch, integrated CRM/CMS automated booking platforms, and launched an omni-channel media ecosystem.
The Outcome
70%
Reduction in manual physical mail
30%
Increase in Online Bookings
Phase 1
Brand System & Visual Footprint (Zero-to-One)
The Strategy: Establish a unified brand identity that bridges the gap between digital platforms and physical customer touchpoints.
The Narrative: When there is no digital history, you have to build the visual foundation from the ground up. I designed a cohesive brand system that scaled perfectly across screen assets and physical company hardware.
Phase 2
Launch Online Booking App & Team Onboarding
The Strategy: Engineer a seamless integration for an enterprise-level booking solution while enforcing corporate design standards and platform compliance.
The Narrative: While the core scheduling logic was powered by a third-party application, I owned the deployment, configuration, and brand customization to match our technical and visual standards. Once embedded into our CMS, I designed and led the onboarding program to seamlessly align cross-functional care, field, sales, and management teams on the new automated workflows.
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Note: Third-party application interface deployed and styled in accordance with corporate brand standards.
Phase 3
Cross-Channel Lifecycle Marketing & Media Launch
The Strategy: Reengineer customer retention by shifting expensive physical letters to automated, targeted email marketing systems and high-retention media.
The Narrative: I replaced old-school, snail-mail renewal notices with automated email workflows that kept customers engaged instantly. To feed the new digital funnel, I launched targeted SEO adjustments and multi-media campaigns to draw in organic traffic.
