CANYON RIGGING

Challenges

Canyon Rigging is my current place of work and as my time with them develops so too will this section. Follow me on Instagram for more updates.

When I joined Canyon Rigging I was faced with a rapidly growing company who did not have the structures in place to keep up with their own growth. I was the first addition to their marketing team, and this meant that tools that I was used to (style guides, product descriptions, product information etc.) were not present. The company had ideas on what they wanted to do, but were not able to achieve this without help, in addition there were structural/systemic issues preventing them from actualizing their desired goal. So here is what I identified as central issues to resolve.

• Canyon Rigging needed to create a style sheet that would bring marketing material in line and make them more consistent.
• They needed a social media schedule that would slowly develop their following, with a focus on Linkedin.
• There was a deep need for digital marketing eductions and I needed to start introducing basic elements of marketing, including pay per click advertising, budget making for digital marketing, and the difference between organic and paid content.
• Their website included hundereds of products, but did not implement pageification, so our customers could only see 10 of each category,their entire website did not follow standard SEO practices, product photos and descriptions failed to meet industry standards.

Social Media

Initially, Canyon Rigging wished to completely emulate the social media campaign of a well known competitor. This competitor focused on short form video and was able to acquire 32k followers. A modest, but successful campaign that drove conversions and helped establish brand familiarity. Concerns, for me, arose regarding our workplace environment being unable to sustain the pace or meet the constraints of that style of short form video, requiring us to reanalyze our approach.

I focused on photography content that showed off our company culture, having employees hold large or interesting rigging components, and creating staged content. Our content spoke to central values of our company owner, focusing on hard work, western culture, and customer service.

This brought us consistent and continual growth, allowing us to overtake comparably sized competitors like Ben-Mor.
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But I wanted to introduce more into our campaign. So I began a program to display our products in a way that was visually unique. Something that would stand out and would be perfect for marketing.

A New Kind of Content

The possibility of creating content that was in the style of their favourite creator increasing became unobtainable. To work around this, I created more curated and scripted work that would focus on environments that I could control. This gave management time to figure out the systemic and environmental constraints while we maintained our presence.

A New Style

At the time of me joining Canyon Rigging, They were using 3 different oranges, 2 different colours of logos, and 2 different greys. There was confusion regarding which orange was the correct orange, and a visually disjointed identity.

To resolve this, I created a company style guide. This style guide allowed me to unify the visual identity of the company and create print/digital media that was visually consistent and on brand.

Canyon Rigging Is a developing project and updates to this page will happen often.