MAKR

MAKR

Case Study

Made by Makr

How can a hospitality company have the confidence it needs to know it’s identified a real target audience before launch?

Agency: FINE DESIGN

Seeking culinarily-centered, destination-driven foodies.

Solution

Craft reality-based composites of real people from the markets Makr will operate in, and look for clues on how Makr can sharpen its appeal to them.

My Role

Audience Analyst

l

Copywriter

Copywriting Snapshot

IRL Composites

I’m not a fan of personas. Instead, I prefer to use real reviews from real people to create what I call IRL Composites.

Seattle WA Site

Healdsburg CA Site

Marketing Archetype

Once I have enough composites, I roll them all up into an uber-composite I call an archtetype and, voila, there’s our target audience.

Final Brand Book Version

IRL Composites

IRL Archetype

Outcome

IRL Composites

Markets

Clear Target

Vancouver Clinic

Vancouver Clinic

Case Study

Vancouver Clinic 

How does an 80 year old company re-introduce itself to the community it started in? 

Agency: STORI

A NEW BRAND DAY

Solution

Through a successful re-brand and integrated campaign that helped bring in 1,400 net new patients per month, while reducing patient churn.

My Role

Creative Director

Brand Strategist

Audience Analyst

Content Strategist

l

Copywriter

CONCEPT & Messaging Snapshot

Insights & Positioning

Messaging Framework

Campaign Message

CAMPAIGN

OOH

Digital

Event, Web, Social

BRAND BIBLE

Outcome

Impressions

Clicks

Net new patients/mos