They told us it couldn’t be done but, after twelve nonstop hours, the Kzoom team has delivered a full year of online marketing in one day. We filmed and edited thirteen videos, built a full year’s plan for social media, developed a branding guide, and launched an all-new website for Shades of Lavender in Kalamazoo. With the help of Daryl, our endearingly positive unicorn mascot, we worked to deliver a completely new online presence for Shades of Lavender.
From the start, we knew how important this project was. When Anthony, Shades of Lavender’s owner, told us the history of his farm, we knew that we had our work cut out for us. His inspiring story really drove us to do our best work. It rallied us when things seemed impossible. So, today we’re here to show you the fruits – or is it herbs? – of our labor.
We arrived at Shades of Lavender early in the morning, just after the sun rose. Fueled by drinks from Five Lakes Coffee in Kalamazoo, we held our initial discovery meeting. And, from that meeting, we began planning out the full online marketing strategy. First up, our video team got the cameras rolling and filmed content for the videos we planned.
Ultimately, we ended up delivering thirteen videos in total, which you’ll definitely see if you follow Shades of Lavender on social media. Our goal with these videos was to capture the unique spirit of the farm and, more importantly, to convey the care, attention, and pride that Anthony has for the products – and experiences – that he creates.
Throughout the day, we took countless photographs of the farm’s fields, trees, bees, products, and atmosphere. While we were there, we really understood what makes the farm so special. Because of that, we wanted to find ways to show website visitors – and the general public – what we saw. In the end, our photographers produced a gallery of 350 photos that were sized, edited, and ready for use in a range of online marketing materials.
During our discovery meeting, we learned a lot about Shades of Lavender. Anthony has a very clear vision of both the farm’s history and its future. From the information he provided – and the photos that we took – we polished his logo and created an informative branding guide. With this guide in hand, it should be super easy to ensure consistent, clear communication of the Shades of Lavender brand.
Using our new branding guide, we gave Josh, our Kalamazoo web designer, the most daunting task he’s ever received: create and launch an entire website in one day. As the cornerstone of most online marketing efforts, we knew we wanted a website that fully captured Anthony’s vision for the farm.
With the new website, we utilized a more muted color palette, something that allowed us to ease visitors into the Shades of Lavender experience. And, overall, that’s what Anthony hoped for: a site to show off the full experience that visitors can expect. We focused on showcasing his family, his methods, and his commitment to positively impacting the community around him.
While Josh toiled to do the impossible, Kiah and Aneesha were tasked with an equally difficult task: plan out a year’s worth of social media in a day. Aided by the materials that our video and photography team put together, they built out a strategy to help Anthony grow his social media presence.
Of course, we also built the website with search engine performance in mind. And, as part of that, we performed an audit of the old website and Shades of Lavenders’ competitors. From this, we built out a long-term content strategy to help Anthony produce content that will improve his rankings on search engines.
If we can do all of this in one day, imagine what we can do for you in a year. Whether you’re launching a new business, revamping your image, or looking to overtake your competitors in the online space, we can help. Reach out to us today via our contact page to discuss how we can take your online marketing to the next level.
Matt loves all-day cooking projects, holding one-sided conversations with his cat, and writing unreasonably large D&D campaigns. A fan of horror movies, he may have Kalamazoo’s largest (and only) collection of Laserdiscs.
Professionally, Matt brings 20 years of SEO, digital marketing, and copywriting experience to Kzoom and you may be seeing him around on your next website project!
