How Do You Reposition A Battling Brand?FanPort
In Business2016 - 2019
Customer2018 - 2019
How do you reposition a battling brand?
This is the dilemma we were faced with when we were first approached by Fanport.
We were intrigued by the prospect of transforming a business from “trying to thriving”, moving it away from the fundraising market to a more corporate one.
Our goal was to create and implement a revenue growth strategy that we would use every step of the way, from internal processes, to UX and UI, design, copy, SEO, and campaign development.
To accurately reposition the brand, we knew we had to do some deep-level research.
Our Customised Journey
We focused on competitor research, keywords and an analysis of the millennial market.
We needed to discover the perfect combination of purpose, place, and people in order to reposition Fanport.
We condensed the services offered by Fanport into one sentence to highlight their man value offering: helping corporate companies to simplify their branding.
This helped us to discover that, by repositioning Fanport into a different market, we could discover untapped revenue sources.
What Did We Deliver?
Our research showed us that the people with the power of corporate marketing budgets were most likely Millennials, so we had to shift the look, feel, and messaging of Fanport to appeal to this market.
This called for a significant rebranding and website redesign for Fanport.
We used the collected data we had to create brand guidelines, including buyer personas, language considerations, design guidelines, a social media strategy, and keyword research.
We Focus On The User Journey
Our designers created an on-brand logo and complete website and brand overhaul, targeting Millennials with chic design elements and an intuitive user experience. The logo design helped to drive the look and feel of the website.
Our website developers focused on the user journey and experience, building a website which was easy to navigate, guiding consumers to conversion pages and to the sales team.
We coupled this with fresh, updated custom copy and product images which appealed to corporate branding decision makers.
Souped-Up Social Media To Drive Awareness
We implemented a social media and ad strategy, focusing on building awareness and gaining market share on Instagram, Facebook and Google Ads.
We built the Instagram following for Fanport and saw an impressive increase in organic engagement on Facebook. Combining this with the power of Google Ads helped to create brand demand.
Growing Fanport’s Fan Base
With the help of Inversion’s custom website design and social media management, the business grew by 100%, bringing leads up by almost 30 daily, and resulting in a 40% lead conversion rate.
The Fanport business has since been bought out for a profit after our successful revenue growth strategy.