Kondor Pharma

Marketing Plan, Brand Messaging, Lead Magnet

Kondor Pharma was looking to refresh their direct-to-consumer brand and website presence.

They chose Jennifer for her sector experience and full-stack marketing expertise.

The project began with a marketing plan and led to months spent refreshing the brand and digital presence. Here’s a high level overview of the project.

Marketing Plan

Jennifer started by developing a full marketing plan to uncover points of difference and begin crafting the new brand messaging.

The plan included:

 

  • Objectives
  • Market analysis
  • Internal analysis of company and product line
  • Target audience profile and buyer persona
  • Competitive analysis
  • Marketing audit (branding, website, social, content, digital ads, sales collateral)
  • Brand identity (colour palette, imagery, etc.)
  • Brand messaging
  • Product naming
  • Recommended marketing mix (web, social, ads, content, email, traditional)
  • And more

Brand Messaging

 

The existing brand skewed too scientific and failed to connect to the 55+ audience and their pain points. Jennifer made recommendations for fresh messaging that leads with the benefit (lifestyle, how they will feel, emotional aspects of health) while emphasizing points of difference.

 

Age well. Stay well.

Natural products to support your wellness during aging

Website Refresh

With the brand messaging in place, and a new visual identity developed behind the scenes, it was time to redesign the website.

The goal: be more consumer-focused and communicate the new messaging pillars while making it easy to shop and buy products.

Jennifer enlisted EB Media for the website development and design, providing creative direction, graphic design, and copywriting to support the project.

Content Marketing = Lead Magnet

To add value and drive awareness, we wrote and designed a free guide to serve as a lead magnet to begin building an email list.

The guide was then advertised on Facebook and Instagram as an opt-in offer.

> 1 K
people reached in first 2 weeks
> K
link clicks
>
email subscribers