WAC Lighitng
RESPONSIBLE LIGHTING®
WAC Lighting is a leading manufacturer of innovative lighting solutions known for its high-quality and energy-efficient designs. Founded in 1984, WAC Lighting offers a broad range of residential and commercial lighting products, including architectural lighting, decorative fixtures, and modern smart lighting solutions. The company is recognized for its commitment to sustainability, incorporating eco-friendly practices and LED technology to minimize environmental impact. With a focus on cutting-edge design, precision engineering, and superior customer service, WAC Lighting has established a strong reputation in the lighting industry for reliability and aesthetic excellence.
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WAC LIGHTING
TRADE SHOW APP
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PROBLEM
WAC Lighting needed an efficient and interactive solution to enhance their presence at trade shows. The existing methods of engaging with attendees and showcasing products were not as effective or user-friendly as desired. The company required a modern, digital approach to provide detailed product information and improve attendee engagement.
SOLUTION
The development of a dedicated trade show app. This app was designed to offer a seamless and interactive experience for trade show attendees. The app aimed to streamline the attendee experience, making it easier for them to explore WAC Lighting's offerings and connect with the company.
TARGET AUDIENCE
Trade show attendees, including potential new customers, existing customers, industry professionals, and partners.
DELIVERABLES
A fully functional trade show app.
Interactive product catalogs with detailed descriptions, images, and videos.
Real-time updates and notifications about trade show events and activities.
Contact information and easy communication channels for attendees to connect with WAC Lighting representatives.
Integration of QR codes and other interactive elements to enhance the user experience.
MY ROLE
Lead design and development of the trade show app, including:
Designing the user interface (UI) and user experience (UX) to ensure an intuitive and engaging experience.
Collaborating with cross-functional teams to gather requirements and incorporate feedback.
Implementing interactive elements and ensuring seamless integration with existing systems.
Conducting usability testing and making iterative improvements based on user feedback.
PROJECT TYPE
Professional, external facing. The app was created to be used at trade shows, providing an innovative and modern way for WAC Lighting to engage with attendees, showcase their products, and gather leads. The project demonstrated WAC Lighting's commitment to leveraging technology to enhance their marketing efforts and improve customer interactions.
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WAC LIGHTING
SOCIAL MEDIA
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PROBLEM
WAC Lighting needed to boost its online presence and engagement on social media platforms. The existing social media strategy was not effectively reaching or engaging with the target audience, resulting in low brand visibility and interaction.
SOLUTION
A comprehensive overhaul and revitalization of WAC Lighting's social media strategy. This included developing a cohesive content plan, creating visually appealing and informative posts, and leveraging various social media platforms to maximize reach and engagement. The strategy aimed to highlight WAC Lighting's products, industry expertise, and brand values, while fostering a strong online community.
TARGET AUDIENCE
Potential new customers.
Existing customers.
Industry professionals.
Influencers and partners.
DELIVERABLES
Content Calendar: A detailed schedule of posts, including product highlights, industry news, behind-the-scenes content, and customer testimonials.
Visual Content: High-quality images, videos, and graphics showcasing WAC Lighting's products and projects.
Engagement Campaigns: Interactive campaigns such as polls, Q&A sessions, contests, and user-generated content initiatives.
Platform-Specific Strategies: Tailored approaches for different platforms (Instagram, Facebook, LinkedIn, Pinterest, and Twitter) to optimize engagement and reach.
Platform-Specific Strategies: Tailored approaches for different platforms (Instagram, Facebook, LinkedIn, Pinterest, and Twitter) to optimize.
MY ROLE
Content Creation: Designing visually appealing graphics, editing product photos, and creating engaging video content.
Strategy Development: Collaborating with the marketing team to develop and implement a cohesive social media strategy aligned with WAC Lighting's brand goals.
Community Management: Engaging with followers, responding to comments and messages, and fostering a sense of community around the brand.
Performance Analysis: Monitoring social media analytics to assess the success of different campaigns and content types, and making data-driven adjustments to the strategy.
Collaboration: Working with influencers, partners, and industry professionals to expand WAC Lighting's reach and credibility on social media.
PROJECT TYPE
Professional, external facing. This initiative aimed to enhance WAC Lighting's online presence, engage with a broader audience, and drive brand awareness and loyalty through effective use of social media platforms. The project underscored the importance of a dynamic and responsive social media strategy in building a strong, interactive brand presence in the digital age.
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WAC LIGHTING
EMAIL MARKETING
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PROBLEM
WAC Lighting's existing email marketing efforts were not effectively engaging subscribers or converting leads into customers. The email campaigns lacked personalization, visual appeal, and clear calls to action, resulting in low open and click-through rates.
SOLUTION
A complete revamp of WAC Lighting's email marketing strategy to create visually appealing, personalized, and impactful email campaigns. The new approach focused on delivering relevant content, showcasing products, and providing value to subscribers through targeted and segmented email lists.
TARGET AUDIENCE
Potential new customers.
Existing customers.
Industry professionals.
Partners and distributors.
DELIVERABLES
Email Templates: Designing and developing aesthetically pleasing and responsive email templates that align with WAC Lighting's brand identity.
Personalized Content: Crafting personalized email content tailored to different segments of the audience based on their interests, behaviors, and purchase history.
Automated Campaigns: Implementing automated email workflows for welcome series, product recommendations, abandoned cart reminders, and post-purchase follow-ups.
Newsletters: Creating engaging and informative newsletters featuring product highlights, industry news, tips and tricks, and upcoming events.
Promotional Emails: Designing targeted promotional emails for sales, new product launches, and special offers.
Analytics Reports: Regularly tracking and analyzing email performance metrics, such as open rates, click-through rates, conversion rates, and unsubscribe rates, to continuously optimize the strategy.
MY ROLE
Design and Development: Designing visually appealing email templates and developing them to be responsive across all devices.
Content Creation: Writing compelling and personalized email copy that engages subscribers and drives action.
Segmentation and Targeting: Segmenting the email list based on subscriber data to ensure the right content reaches the right audience.
Automation Implementation: Setting up and managing automated email workflows to nurture leads and retain customers.
A/B Testing: Conducting A/B tests on various elements of the emails (subject lines, content, images, calls to action) to identify what resonates best with the audience.
Performance Analysis: Monitoring and analyzing email campaign performance, making data-driven decisions to improve future campaigns.
Collaboration: Working closely with the marketing and sales teams to align email marketing efforts with overall business goals and campaigns.
PROJECT TYPE
Professional, external facing. This initiative aimed to enhance WAC Lighting's email marketing effectiveness, increase subscriber engagement, and drive sales and conversions. The project highlighted the importance of a strategic, data-driven approach to email marketing in building and maintaining strong customer relationships and achieving business objectives.
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WAC LIGHTING
BRAND GUIDELINES
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PROBLEM
Inconsistent branding across various platforms and materials was causing confusion and diluting WAC Lighting's WAC Limited brand identity. The lack of a comprehensive set of brand guidelines led to varying visual styles, messaging, and tone, which impacted the brand's overall recognition and credibility.
SOLUTION
Developing a detailed and cohesive set of brand guidelines to ensure consistent representation of WAC Lighting's brand across all touchpoints. These guidelines covered all aspects of the brand, from visual elements to tone of voice, providing a clear and unified direction for all branding efforts.
TARGET AUDIENCE
Internal teams (marketing, sales, design, etc.)
External partners (advertising agencies, freelance designers, content creators, etc.)
Distributors and retailers
Media and press
DELIVERABLES
Brand Manual: A comprehensive document outlining the brand's mission, vision, values, and positioning, ensuring everyone understands the core essence of WAC Lighting.
Logo Usage: Clear guidelines on the proper usage of the logo, including size, spacing, color variations, and incorrect usage examples.
Color Palette: Defined primary and secondary color palettes, along with guidelines on how to use these colors across different media and backgrounds.
Typography: Specifications on the typefaces to be used, including font families, sizes, weights, and usage contexts for consistency in all written communication.
Imagery Style: Instructions on the preferred style of photography and imagery, including examples of acceptable and unacceptable visuals.
Graphic Elements: Guidelines on the use of supporting graphic elements such as icons, patterns, and other design components that complement the brand.
Tone of Voice: Defined tone and style for written content, including key messaging, language style, and examples to maintain a consistent voice across all communication channels.
Templates: Ready-to-use templates for common marketing materials, such as business cards, letterheads, email signatures, presentation slides, and social media posts.
Application Examples: Visual examples of how the brand should be applied in various contexts, including digital platforms, print materials, packaging, and signage.
Compliance Checklist: A checklist to ensure all materials adhere to the brand guidelines before being finalized and distributed.
MY ROLE
Research and Analysis: Conducted a thorough analysis of WAC Lighting’s existing brand assets and communication channels to identify inconsistencies and areas for improvement.
Collaboration: Worked closely with the marketing, design, and leadership teams to gather insights and ensure alignment with the brand’s vision and goals.
Development: Created the brand manual and guidelines, detailing all elements required for a cohesive brand identity.
Design: Designed templates and examples to illustrate proper implementation of the guidelines across different media.
Training: Conducted training sessions for internal teams and external partners to ensure understanding and adherence to the new brand guidelines.
Implementation Support: Provided ongoing support to ensure the correct application of the brand guidelines and address any questions or challenges during the transition period.
