In the following case studies I may have been directing strategy, writing, giving creative direction or shepherding a campaign through production. I can stay in my lane, but if it causes the work to suffer, I probably won’t. I’m pretty nice about it though.
It’s important to say that in every case I was one key member of a kick-ass project team and engaged clients. What that means is while I contributed my expertise, I finished the project smarter, with more understnding of design, search strategy, user experience, and website development. I’m super proud of what we accomplished, and it’s in the spirit of that collaboration that I share these.
“Who are you and why should I believe you?”
Answering the right questions with the right content mix increased top of funnel leads by +318.6%
Some clients have a breakthrough product and still can’t explain it. That was the challenge here: a software company with a genuinely innovative tool — and messaging that wasn’t landing with their highly technical audience of researchers, scientists, and medical professionals.
I dug into the audience research to figure out why. Their site lacked clear positioning, wasn’t communicating their value, and certainly wasn’t converting. Before any marketing ramp-up could happen, someone had to get to the bottom of what these users actually needed to hear — and how to say it.
That work shaped a full site redesign built around stronger, audience-specific content, and a clearer path to conversion. The results spoke for themselves: organic traffic climbed 17%, conversions through Google Ads jumped 120%, and MQLs were increased by 318% once a new scoring model was in place.
“We’re more than just a [product name] company, but that’s what we’re known for.”
Improved product positioning and user experience increased online sales revenue by 72%
This sporting goods manufacturer was experiencing a steady decline after a boom period during the pandemic. They had several challenges: a desire to widen their appeal to secondary audiences, bring awareness to their expanded product lines, and increasing online sales of their existing best-sellers.
We condusted a brand workshop focused on understanding key audiences which clarified messaging that spoke to the motivations of their ideal customers. This fed into website recommendations on message heirarchy and expanded product positioning. Finally, a UX overhaul of the product page and checkout experience helped users move from consideration to purchase.
“Your audience is the best designers, writers and strategists in the industry. No pressure though.”
Overcoming imposter syndrome and boosting key metrics across the board.
Marketing to marketers is its own kind of gauntlet. When my digital marketing agency was named AOR for the annual adveritising awards gala, we were intimidated — this is an audience that’s seen every trick in the book and written a few chapters themselves.
But we simply did what we knew: leveraged all our digital expertise and took the project head on. We collaborated with the client team on creative direction, and I helped drive the content and execution that brought it to life. That meant pushing deliverables forward on a volunteer team squeezing this in before and after client work. No slack in the timeline, no room for mediocre.
The results were hard to argue with: social engagement jumped 285% year over year, submissions to the show climbed 14%, and attendance rose 21%.
See more work
I’m happy to share more work and case studies with you privately. Please submit the form below and I can share the behind the scenes brand and strategy work that led to these and other results.
jenniferkohnhorst.com 