Consumer Research
And Website Consulting
For Southworth
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| Overview: |
2008: Conduct focus group research in two major business areas for new division within Southworth -- a premium paper company.
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| Situation: |
Southworth was looking for consumer feedback in developing product lines for its new division, PaperRocks!, for the Back-To-School category and another new product category.
No previous research had been conducted so baseline attitude and usage research was needed to guide product and communication development.
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| Action: |
Conduct focus groups in high schools to hear feedback directly from teen consumers.
Conduct adult focus groups across the country to gain foundational knowledge for business planning purposes.
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| Result: |
Key insights gained that impacted forecast projections and year two product development strategies for Back-To-School category.
Clear product input gained from consumer research guided product development in new category. |
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| Overview: |
Provided strategic guidance on website development for Southworth Corporation, a marketing and manufacturer of premium resume, stationery and other fine business papers.
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| Situation: |
Southworth.com has terrific content but the website has not been updated in several years.
Navigation and design were hindering consumer website use and brand engagement.
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| Action: |
Work with product management team to determine optimal site navigation.
Directed separate graphic design firm and HTML coders to rework both corporate and retail sites.
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| Result: |
New style to be implemented with clearer navigation and graphics more in keeping with intended brand positioning.
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| FROM THIS ..... |
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| TO THIS! |
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“Rahna, it has been a pleasure working with you on this project.
I really appreciated the time you took to organize my thoughts on what
the Southworth Envelope Division is best at, what we sell and what services we offer.
It was really truly amazing to see the all of that on the
web pages/power point you sent out yesterday. Thanks again!”
Eric Stinger
Envelope Sales Manager
Southworth Company
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