Passionate female, and female-identifying, intermediate to advanced cyclists who want to improve their race times and make loads of friends.
Giving Serena agency in her own business. I wanted to make sure she had the tools and systems she needed to manage her website and social media like a pro.
Research Study Details:To figure out what changes we needed to make to the website, I first conducted interviews with past campers. I asked them about their fears going to camp the first time and why they decided to sign up. I also asked what they took away and how they would describe the experience as a whole. To help Serena position her camp in the market, I asked if they had attended other sport camps and how those differed from Special Blend Gravel.
After showing Serena these wireframes, I started to create a high-fidelity prototype so we could see what the site would actually look like.
Serena worked with the well-known illustrator, Lisa Congdon, to create the brand guidelines for her business. Icons include a bicycle, coffee cup, and the sun. The colors are cheerful pastels and the logotype font is a hand-lettered alphabet.
Now that we had the website, it was time to tackle the marketing.
Using the personas from earlier, Serena built buckets of content around her campers' frustrations and desires. Each bucket was around a specific topic, like recipes, cycling routes, seasonal tips, etc. Once she had the buckets labeled, coming up with content ideas for each proved easy.
The next step was setting up a way to share those ideas with her audience on social media. To do that we:
The last step in marketing Special Blend Gravel was to create a mailing list.
Without a mailing list on her site, she had no way to reach out to people who visited the website but didn't sign up for camp. I set her up with a basic Mailchimp account and built an easy-to-use email template. We set her up on a monthly email schedule, using her content buckets to fill the email.