From Zero to Launch (in three weeks)
Giving a start-up the voice and presence to resonate with investors in Silicon Valley
The Challenge
CustomFresh was the brainchild of two brothers and their drive was inspiring.
The idea was to provide high-end fresh food in vending machines for silicon valley businesses.
Just three weeks from launch, they had a visual identity and some architecture/design for their website was taking shape, but they weren’t sure what to say.
The Solution
I created a voice for their brand and all the copy for their product website even as the groundwork kept shifting, including user experience tracks for several customer types一getting them from outbound link to landing page to conversion efficiently and effectively.
CustomFresh appreciated my willingness to take leaps (a necessity when nobody is sure what to say), and even more so my ability to project manage; leading them through the process, holding them accountable, and ensuring the website proceeded on time.
“I have nothing but high praise for Grace Per Lee... She helped us to develop a content strategy, bringing clear experience and expertise to the table.”
After-Launch: Now What?
Still very much in start-up mode, CustomFresh needed a communications strategy that reached two key audiences: Investors and Customers.
A Voice to Cut Through the Noise
CustomFresh was competing in a saturated market, so we focused on the brand differentiators, heightening their accessibility through a grounded, tongue-in-cheek voice that spoke to people about real life issues and offered easy solutions.
Content Strategy
A month post-launch we were rolling with a multitiered approach reaching key targets through inbound and outbound marketing with:
email campaigns
blog and other inbound content
digital and radio ads
print materials
Results
We got the website from bare framework to launch in just three weeks. Post-launch, there was no question the brand was resonating. On the website, we had a bounce rate around 20% and an average email signup rate of 10%.
