— Luma Surveillance: Email and Print Ad Content.
PROJECT
Craft content for a transactional email that would be sent to SnapAV's existing business-to-business clientele. Email would announce a newly updated product its corresponding smartphone application. Create a print ad that would be featured in a trade publication for the same product.
SCOPE
Create a headline, product description, and CTA for each module within the email. Create a print ad that would be featured in a trade publication for the same product.
ROLE
Content Strategist & UI Copywriter.
COLLABORATORS
Luma Category Manager, UX/UI Designer, Print Desginer, Creative Director, and Project Manager.
GOAL
Achieve product buy-in, a lift in orders, and an increase in new Luma customers.
CHALLENGES
Clearly communicate features of the new product and smartphone application while encouraging the user to visit our transactional website to explore Luma and other product categories. Prompt website visits and sales with a print ad.
PROCESS
During my time as a content strategist at SnapAV, we refreshed the user interface that corresponded with Luma, our home surveillance product line. We also created a smartphone application to pair with the camera, believing that these product upgrades would significantly boost sales - they enhanced our current product, making it more streamlined, user-friendly, and intuitive.
However, after analyzing sales and interaction data post-launch, we found that many of our users did not yet understand the value of this upgrade. Plus, many users had issues navigating and utilizing the new features we released. To resolve this problem and boost sales, we organized a kickoff meeting to brainstorm ways to address these pain points and clearly communicate the value of our new product and app through an informative email.
I collaborated with the business team to further understand the goals of the email. Using this data, and I collaborated with a Luma category manager to learn the ins-and-outs of the new product features.
Next, I shared this information with our UX/UI designer to structure the content. We wireframed a transactional email that would clearly communicate the new features that were offered and provide clear CTAs to take customers to a a page that would allow them to learn even more about the product and place an order.
Finally, to create a print ad that would be launched at the same time, I collaborated with a print designer to formulate a design, strategy, and simple yet compelling messaging.
RESULT
Since SnapAV is a business-to-business company, the final content was highly technical and descriptive. The main user base was audio/visual installation business owners, I was confident in crafting content that explained the features of the product in-depth, rather than only using short, snappy copy. This proved to be successful, and we saw an increase in Luma sales after this content was launched.
