Persona & Content Strategy Project

Client: International Sign Association (ISA)


  • Identify personas across potential ISA members and build out their personas using previous research, survey data, past purchases, membership data, and member interviews.
  • Choose one persona to focus around for content mapping and strategy
  • Primary goal: Focus on “Lorne Local Shop Owner” to upsell on who ISA is, what ISA can do for Lorne, and about company membership
  • Secondary goal: Increase 365-sales (sales all year vs. 90% of revenue coming from annual Expo event)

Deliverables: Persona “cards” for 7 personas, content mapping workbook & worksheet

Persona Matrix:

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Lorne Local Shop Persona Card:

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Content Strategy & Mapping Workbook:

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Content Strategy Worksheet:

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Part 2: Digital Campaign Set Up, Execution & Reporting In Production

Premium Asset Building

In a given week, I may write 10,000 words in premium assets and blogs for clients. Here’s a few premiums assets I’ve created recently.

Client: HighRoad Solution Event Marketing
Asset: Interactive Event Participant Quiz
Goal: Qualify Event Leads
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Client: Wallcovering Installers Association

Digital Marketing Workbook for Wallcovering Installers
9 Tips for Attracting Table Talent
Selling and Marketing Yourself 101
Operational Expenses Checklist
Measuring the Benefits of Membership: Your ROI Toolkit

We’re choosing Facebook to gain reach for our Marketing Workbook lead magnet and targeting out leads from the pilot program for a lookalike audience to better target ad dollars:


Client: Coin Laundry Association

Top Ten Tips to Increase Local Awareness
Turning Your Laundromat Into an Experience
Coin Laundry Marketing Workbook



Case Study: Wallcovering Installers Association

Client: WIA

“I hope you are comfortable, because this is the part where I gush about how — after decades around this group — I get to say these assets are the most remarkable documents/sales pieces/education assets that we, as a group, have ever had. And “remarkable” does not do proper justice to your effort. 

I had to wistfully pause after reading the initial Max assets…to realize that for new prospects, this image will  be their impression of this organization–is beyond what we ever imagined.

It is as if you took an aging stage actress, drifting in her career, and with a little charm school polish, a few new head shots…you have revitalized everything to allow her to find that long misplaced true potential.”

~ Greg Laux

WIA’s membership will decrease 63% in eight years and they had no marketing efforts in place. They’ve given themselves a five year window to build a sustainable framework.

Our Solution:
We proposed full service Marketing Automation to help them bridge the retention gap with recruitment strategies. We implemented automated personalized lead funnels, defined personas, and organized lead scoring components to gain insight into the sales cycle and easily create landing pages and email assets to put out into the market. We studied real member’s profiles to determine a focused picture to center our content strategy around. We researched, strategized, and wrote eBooks, assets, and distributed across organic and paid channels.Screen Shot 2018-05-22 at 7.41.33 PM

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We created three assets each for two personas to drive leads through a sales funnel at each stage of the buyer’s journey. In 3 months we produced 48 leads (one new member), increased web traffic 27%,  and produced 12 blogs, daily social posts, and contests to drive community engagement.

We determined a Max mid-level installer persona and a Nico new installer persona.

Max Persona:
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 Example Max Nurture Stage: Email + Landing Page + eBook
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Nico Persona:
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Example Nico Nurture Stage: Email + Landing Page + eBook
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We determined that we needed a wider net and set a budget. We decided Google Search and Instagram Ads were the best channels to focus our lead magnets on.
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We’ve  grown our audience organically 15% in 8 weeks with regular posts, engaging with our members, associate members, sharing contests, and like-audiences posts.
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We’re regularly posting blog content that we share and distribute across social weekly, while driving readers to lead magnets.
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 The latest WIA blog posts:

Case Study: Arizona Society of CPAs

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The Arizona Society of Certified Public Accountants (ASCPA) is a leading professional organization of nearly 6,000 members with a mission to enhance the success of its members through continuing education, networking opportunities, and advocacy. The society and its members help strengthen the CPA profession by working together to better serve the public.

For Heidi Frei, Director of Marketing, and her team, email marketing took up a significat amount of time – time that could have been better spent serving their current members and attracting new members. With a large fraction of their marketing efforts happening through email, the society was at the mercy of the capabilities of their email platform. Certain challenges stood in their way of better communications: site security limiting work proccesses, an email editor that constantly broke the template without extensive HTML knowledge, and limited reporting options – were all at the top of the list. On top of their challenges, ASCPA was undergoing a brand refresh and needed their emails to reflect the new look and feel. ASCPA’s marketing team wanted the freedom to create visually appealing, mobile responsive emails, and the ability to conveniently work from anywhere without having to depend on a third party.

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