Digital Conent Analysis & Assessment
Founded by Sandra Harris in 2009, ECOlunchbox is a leader in plastic-free, re-usable alternatives to the plastic bags and containers often used to pack food for on-the-go consumption. ECOlunchbox offers a wide variety of food containers including the traditional bento styles and also leak-proof containers, made with only stainless steel and food-grade silicone.
ECOlunchbox came to us concerned about a decline in engagement metrics on certain social channels and with goals to increase the overall consumer base, grow its social media communities with quality people, drive direct to consumer sales through the website, to clarify its brand voice and messaging, and to streamline the process of managing social and digital content for greater efficiency
Why It Matters
We identify with and naturally do a great job of communicating with people who are like us. It’s a challenge faced by almost every entrepreneur and business owner. In most cases, one consumer profile for a company will always be a mirror reflection of its founders. But what about the other people who love your company but who aren’t like you? Understanding your core consumer groups starts with understanding the people who have already chosen to connect and engage with your brand, in particular the ones who have interests, values and behaviors that are totally different from the founders and the majority of people on the team.
ECOlunchbox came to us concerned about a decline in engagement metrics on certain social channels and with goals to increase the overall consumer base, grow its social media communities with quality people, drive direct to consumer sales through the website, to clarify its brand voice and messaging, and to streamline the process of managing social and digital content for greater efficiency.
Our goal was to do an in-depth digital analysis of ECO’s digital channels, communities and content to give the team a much clearer picture of their existing consumers; and help them identify the groups they were already doing a great job of talking to, as well as the consumers who represented an opportunity for better communication, brand engagement and loyalty. In doing so, the ultimate goal was to expand ECO’s reach and consumer base and drive sales.
What We Did:
Current Shift conducted an in-depth analysis of ECOlunchbox’s digital channels including the website, blog, email newsletter and four social media networks. We looked at all aspects of brand communication and content integration, analyzing high and low performing content, conducting extensive research into the demographic, psychographic and geographic characteristics of the various digital communities, overall brand voice and personality and how the brand persona was being portrayed overall and on each different channel.
We evaluated overall channel integration to determine whether or not ECO was effectively driving traffic and engagement from one channel to another, what was working and what wasn’t, and looked at a myriad of other aspects of ECO’s overall digital presence as it related to sales, content and overall brand engagement and consumer loyalty. We also looked very closely at the trends in engagement across channels to identify the various reasons for the decline on certain channels, and were able to pinpoint a number of reasons as well as identify a set of strategies and tactics that we anticipate will turn those numbers around. The 42-page report detailed our findings, illustrating key takeaways with imagery, graphs and charts, and summarizing our recommendations for each channel and the brand overall in clear bullet-pointed lists.
The Digital Analysis and Assessment helped us identify three previously unknown core consumer groups, as well as numerous unused content and topic areas that are of interest to ECO’s existing community. These key takeaways, along with numerous other insights gained during the analysis and assessment formed the foundation of the Digital Marketing Plan and Content Strategy that will guide ECO for the next two to three years.
Our research into the demographic and psychographic profiles of ECO’s consumer groups on each channel helped us develop detailed profiles for ECO’s target consumer groups, and to plan content and strategy that will help drive consumer engagement with the brand develop ECO’s relationship with each group.
The plan for 2017 is just being implemented so we’re still waiting for preliminary numbers, and not all of our goals were quantifiable. Here are some of the great results we can see already.
ECO now has streamlined systems for content planning, scheduling and publishing, tracking and reporting app’s in place, and a system for monitoring key metrics for each channel.
Even as we were writing the 2017, ECO was already putting into practice and testing out some of the key recommendations and takeaways from the Baseline report and we are already seeing significant improvement in organic engagement across social networks, better email performance, more traffic to the website from both the email and the newsletter, and an increase in conversions overall and from social networks, compared to the same time period last year. Not bad for a team that’s just getting rolling!