christopher elliott design \ TME
An interior design studio. but not as you know it.
the brief
Like many owner-operators, Christopher knew that marketing was a vital part of growing his studio, but without a strategy to follow, it was difficult to be consistent with efforts and messaging was unclear.
Going into 2023, he wanted to re-establish the profile of the studio and focus the team’s efforts on the studio’s signature work - large interior projects that are new builds or structural renovations.
With a small but dedicated team of three, and a desire to get everyone involved in marketing, Christopher felt it was the time to be more deliberate in their marketing efforts.
who
What
An interior design studio with an incredible portfolio of residential and commercial projects and custom furniture designs.
Where
Richmond, Melbourne
the RESULTS
limited bandwidth
Marketing was a bottleneck for Christopher who was juggling multiple responsibilities.
no clarity
Christopher wanted to move forward with building a brand presence but didn’t have clarity on how to go about it.
process gaps
Before TME, the team came up with ideas for marketing but didn’t have a process to execute.
inconsistent Content creation
Over the six months prior to TME engagement, the team was posting an average of 1.1 times a month.
Unqualified leads
Before TME, a large portion of the leads were not marketing qualified, which meant the team was wasting time vetting unsuitable customers.
16 hours reclaimed per month
With new processes, clearer messaging and a plan, Christopher was able to reclaim 16 hours per month to dedicate to other areas of the business.
upskilled team
After working with TME, the team had a clearer understanding and awareness of core marketing principles and Christopher was more comfortable with putting on the ‘marketing hat’.
increased team accountability
Marketing became the responsibility of the whole team. Each person on the team owned different areas of the Customer Journey and everyone pitched in for content creation.
5.6x increase in content production
Over a 6-month period post-TME engagement. The team consistently hit their goals and achieved a new posting average of 6.2 times a month.
better qualified leads
Enquiries that came through were better qualified and more informed about the services that the studio offered.
operational goals
1 \ Ease of execution
No tricky tactics, complex processes or unnecessary new tech.
2 \ Alignment with current team structure and knowledge
No other outside marketing expertise was to be brought in. The existing team would be our marketers.
3 \ “customer-first” marketing approach
Building a foundational “customer-first” marketing approach was more important to the team than getting on top of the latest tactical trends.
WHY IT WORKED*
*This is something not often discussed, but we’re all about cutting the BS, so let’s get to it.
The ongoing success of any strategy is dependent on two key factors:
The process or plan for implementation must be easy to follow
The client must be interested and willing to put in the work on a continuous basis
Here’s what Christopher and his team did to achieve their goals:
Maintained a collaborative feedback loop
Provided timely and insightful feedback on marketing materials
Openly shared information and welcomed feedback on current processes and systems
proactively took ownership
Acted upon feedback and took ownership of all strategy components
Refined their processes and they continued to engage with customers
optimised for execution
Scheduled time for content creation
Delegated tasks within the team based on strengths and interests of the team
the SCOPE
Foundation workshop
Marketing Opportunities and Priorities
Strategy
Brand Review
Website Audit
Marketing Assessment
Customer Journey Mapping
Content Pillar Development
Partnership / Collaboration Launch Process
Platform Guide
Services Packaging
Lead Generation Recommendations
