Social Media and Website Rebrand
Mars Beads, 2018
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Background
In 2018, I worked with three students as a part of Student Consulting Initiative to create an entirely new brand, online presence, and marketing strategy for a local small business called Mars Beads. In eight weeks, my team relaunched the company’s website, implemented a new social media strategy to cater to a specific demographic, and designed all new promotional materials for the owner to use once our time with her was over, doubling her social media following in that time.
With $70,000 worth of beautiful supplies, Carolyn, the owner of Mars Beads possessed a clear passion for her craft and sharing it with others. We used our skills in marketing, graphic design, and UX design to provide her with the tools to implement a new business strategy for her long beloved hobby. Ultimately, our team won 3rd place in the Student Consulting Initiative Case Competition.
Before this project began, we identified four main issues with Carolyn’s business model:
No real mission statement
Inconsistent income
Struggled to reach a larger audience
Lacking online/social media presence
So, how could we broaden her customer base and bring her dedicated in-store presence online?
Previous Online Presence
Website
The original Mars Beads website communicated information poorly, lacked sophisticated graphics and images to entice customers, and failed to provide booking information for classes, parties, and ladies nights. Without the ability to book events from the website, Carolyn was losing out on valuable income.
Social Media
Mars Beads’ social media lacked enticing images and engagement from customers. It also did not effectively communicate updates about classes, workshops, and Mars Beads’ diverse offerings. Before the project, Mars Beads’ social media presence primarily served as a way to showcase the owner’s latest custom piece.
New Online Presence
Homepage
With the new homepage, customers are not only enticed by beautiful images of Carolyn’s custom handiwork, but they also see a header with clear titles for various services including “Walk-In Classes,” “Parties,” and “Repairs.”
Reviews
A new page for testimonials provides users with anecdotes about Carolyn’s services and expertise, emphasizing the uniqueness of not only the product, but the in-store experience.
Roadmap
Upon clicking the “View More” button on the Homepage, the user can scroll down to view how the process works in-store at Mars Beads. This way, customers have a clear idea of the personalized experience Carolyn offers.
Bookings
Booking details and pricing is now available under the “Parties” tab, providing users with a button to book directly on the website.
About
Before, Carolyn’s brand lacked a mission statement, or a story to help convey her passion for her business to her customers. This “About” page explains the origins of Mars Beads and demonstrates her passion for the product.
Contact
A new Contact form clearly communicates hours, location, telephone number, and includes a new feature where customers can contact Carolyn directly with inquiries.
New Social Media Presence
Social Media Photoshoot
In order to improve Mars Beads’ social media presence, we went to her store and took plenty of photos of her products so she had a large amount of content to choose to post in the future. We also recruited a social media intern from the University of Texas in order to help her with consistent posting and engagement with commenters.
Bead of the Week
By introducing a weekly showcase to the Mars Beads Instagram feed, Carolyn is able to show off her expertise, her wide range of supplies, and handcrafted custom pieces.
Promotional Graphics
We provided Carolyn with templates for promotional graphics so her promotional communications remain consistent with her brand identity and provide followers with necessary information about the class and signing up.