Complete Brand & Marketing Strategy
See how we helped a photography wall art company set focus and gain exposure.
thirty9 & LimeLight Marketing
In the spring of 2018, a successful national business approached LimeLight with an idea. With their roots firmly planted in the photography industry as owners of Miller’s Professional Imaging, they wanted to develop a new company to sell photography wall art across the U.S. The capabilities were already there; photos could be printed in their lab, and they had an established network of talented photographers to tap into.
A few months later, thirty9 launched as a premium photography brand selling professionally-curated, high-quality wall art from best-in-class photographers. Here’s how it happened…
The challenge presented an exciting opportunity for LimeLight. We were given this early concept and a completely blank slate to take the idea and define, create, and build an entirely new brand without a paradigm connected to the existing company. It was an agency growth opportunity we fully embraced.
At this stage, even the company name had not been determined.
The decision to position the brand in the premium home decor space was a driver for the overarching marketing strategy. The first task was to name the company. By looking to the rich history of both the parent company and of photography, we concepted a name that would facilitate ecommerce and truly establish a brand. The name thirty9 nods to the year photography was invented, 1839, and the year the founder opened his first business, 1939.
Development of core brand elements, including target personas, logo, visual style, messaging tone, followed.
Strategic marketing goals were defined, dashboards were developed, and we began building relationships, initiating customer and influencer conversations, and of course, driving website traffic. These goals guided content tactics, such as social media, video, blogs and artist bios, all designed to inform, connect, inspire, and engage across channels. This brand video was one of the content assets in the launch campaign.
An Amazing Ecommerce Website
This custom-designed eCommerce website is the digital foundation for thirty9. Great detail went into every aspect of planning and execution of the site including UI and UX competitive research, product categorization and filtering for easy on-site search, creative copywriting, ERP integration, and a thoughtful SEO strategy.
The result is a simple and clear way to shop for and purchase photography, and a website that is easy to update and maintain.
"Wow - I'm blown away at how fantastic the site looks! I had no idea it would be anything this glitzy. "
Featured Artist Campaign
One of the goals of thirty9 is to foster relationships between customers and the photographers. This turns a piece of wall art into an emotional story where customers know the story behind the photo.
To foster this relationship, we launched a Featured Artist campaign with content that features artists and their work.
The campaign launched with a media kit sent to all partner photographers encouraging them to introduce thirty9 to their followers.
A video featuring one of the founding artists, Dan McClanahan, helped launch this campaign digitally. Emails introduced the artists and drove to the featured artist website pages.
Interior Design Campaign
In addition to pre-selected professional photography, thirty9 introduced thirty9 Concierge, a one-to-one service pairing interior designers with printing experts to print personal photography in a style and substrate that matches the design space. Interior Designers are driven to thirty9.com/concierge to arrange for their clients’ personal photography to be printed with the assistance of a personal customer service representative.
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