e180 &
Braindate
2017-2020
Developing a new website and full suite of marketing and business development tools (decks, landing pages, one-pagers, and brand videos) for e180, the creators of Braindate.
Braindate, built by experiential learning experts (and thrice-certified B Corp) e180, is a peer learning app for events: participants create profiles, post topics related to discussions they'd like to have, then browse and book "braindates" with each other to have at conferences.
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the challenge
Our challenge was to overhaul the entire e180 site to educate, engage, and convert the (growing) audience of event professionals by positioning Braindate as an elegant, learning-forward alternative to boring, aimless networking.
Simultaneously, we created a compelling brand video that captured the whimsy and "human" spirit of Braindate. As a certified B Corporation, it was also important that the materials we crafted conveyed e180's commitment to social impact.
We complemented the new site and brand video with a comprehensive, refreshed suite of sales tools (decks, one-pagers, case studies) and a new blog to drive e180's inbound marketing efforts.
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how we worked
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I led this project, working ​closely with e180's creative director and senior UX/UI designer, and a web development team. We produced our brand video in-house.
After writing a new voice and tone guide for e180 and Braindate, I wrote the copy for the websites, developed our key messaging framework, wrote the script for our brand video, and wrote all of our content for the sales tools we created. Once the new site launched, I maintained it, and edited their blog, The Learnplace.
the results
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We designed the site with play in mind, finding a balance between crafting a user "adventure" and driving lead capture with recurrent, intuitive opportunities for conversion. The site leveraged rich visuals of braindates in action to convey the simple peer-to-peer conversational reality at the root of each connection. I kept our copy tone light, clever, and knowledgeable, all in alignment with our freshly published voice and tone guide (and brand persona).
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In two years since publishing the new site and blog, traffic grew 150% year over year. By the time I officially closed the project (and left my role as Director of Marketing for e180), web traffic had grown over 450%, lead generation had tripled, and Google serach results had increased by 70%. In addition to the new site launch results can be attributed to our concurrent multi-channel marketing strategy, which prioritized an inbound, organic-first approach anchored by the new e180 blog, high yield content partnerships, and a robust social presence.
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