GRUPOLIVE Cultural Exchange Agency
Digital
Marketing
GRUPOLIVE Cultural Exchange Agency, sought to enhance its digital presence and marketing efforts. As the first Marketing Associate, I embarked on a project that initially aimed at improving their advertising platforms but evolved into a comprehensive strategy for migrating, editing, and rebranding their entire digital ecosystem, including the website and social media platforms.
The primary goal of this project was to optimize GRUPOLIVE’s digital presence by revamping its advertising platforms and enhancing overall brand visibility.
The project evolved to address the challenges of outdated content, an aging website, and the need for a refreshed brand identity to better connect with the audience.
The users of the agency were not only potential program participants seeking cultural exchange opportunities but also internal stakeholders within GRUPOLIVE. User Personas included prospective students, parents, and employers interested in cultural exchange programs that were not developed yet.
As the Marketing Manager & Strategic Partnerships, I led a collaborative effort, working with a freelance graphic designer and a Frontend developer to execute a rebranding strategy.
The team also included content creators, developers, and marketing specialists. The project was conducted both on-site and remotely, with a focus on effective communication and coordination.
The project faced challenges such as a tight timeline, a limited budget, and the need to seamlessly migrate from an old website to a new one. The scope expanded from initially improving advertising platforms to encompass a complete overhaul of the digital brand, requiring careful planning and resource allocation.
Processes, research, and analysis:
I’ve conducted a thorough analysis of the existing digital presence, identifying pain points and areas for improvement.
After that, I had to recruit a freelance designer to enhance various projects and contribute to the rebranding efforts.
After building a strong team and document processes and analysis, we developed a comprehensive rebranding strategy, including a new visual identity, website structure, and improved content.
For the website migration & community building, I had to oversee the migration process, create a detailed sitemap, identify prospects for new sections, and enhance the blog for a successful relaunch.
And also, leveraged social media to engage with a community of over 10,000 followers, fostering a sense of belonging and strengthening brand loyalty.
The importance of flexibility in project scope, effective collaboration, and the significance of community engagement were valuable lessons. In hindsight, anticipating potential challenges and allocating resources more efficiently could have further streamlined the process.
This case study demonstrates my ability to lead and execute a multifaceted project, combining strategic thinking, collaboration, and effective communication to achieve tangible results in the realm of UX Writing and Marketing.
The project resulted in a successfully revamped digital presence, meeting the initial goal of improving advertising platforms and surpassing expectations by redefining the brand identity by launching a modern and user-friendly website, an increased engagement on social media and positive feedback from the community and stakeholders.