Goals:

● To increase phone calls and form submissions from the New Jersey/Pennsylvania areas.

● To increase the number of users searching for “kel tren” by name.

● To improve the ranking for “near me” searches such as “water softening company near me”.

Peter Pauper Press wanted to establish their own ecommerce presence without damaging the Amazon revenue stream they had already developed for their catalog of books, journals and stationery gifts. Finding the right audience and differentiating the product offering for searchers truly interested in premium paper goods were challenges I needed to overcome in order to deliver profitable campaigns.

In a often mis-understood market and a subject that is regarded as taboo. My role was to challenge and inspire more creative and innovative thinking, leading to better results from paid-for media channels.

• To begin, we did a comprehensive needs analysis - uncovering which pages would need to be added, and how we could structure the site so the team could continue to iterate on it.

• Next, we began devising the design system - how would the visual identity of the brand evolve to reflect this new direction?

• Finally, with these assets in hand - we planned out the entire sitemap and URL structure, so everyone knew what the final site would entail. From there, we were off to the races!