ROLES
Writer
Content Strategist
CONTRIBUTION
Brand and Content Strategy
Campaign Concepts
Catalog Development
Copywriting for:
· Catalog
· Email
· New Products
· Paid Media
· Seasonal Trend Stories
· Social Media
· Store Signage
· Website
RECOGNITION
American Marketing Association Atlanta:
· Paid Media Campaign (Winner)
· Email Marketing (Finalist)
· eCommerce (Finalist)
Atlanta Interactive Marketing Association:
· Best in Show
PR Daily
· Email Marketing (Winner)
Pubcon Interactive Marketing Awards:
· Best Email Campaign (Winner)
· Best Retail/eComm (Shortlist)
· Best Integrated Campaign (Shortlist)
FLOR
REINTRODUCING A BRAND
FLOR makes carpet tiles that come together to form a rug. In early 2017, the company announced it was closing all but three retail stores and focusing on online and catalog sales. FLOR named Nebo Agency the partner to handle this transition and all the marketing that would follow. We were excited about the new client and the possibilities ahead. But first, we had to solve for one huge problem: Customers didn’t understand the product.
NEW STRATEGY
Previously, FLOR tried to create a new product category for carpet tiles. But this approach wasn’t resonating with customers. When people shopped at competitors like West Elm, CB2, and Room and Board, they were thinking about rugs, not carpet tiles. So to align our language with how people actually shopped, we reintroduced FLOR as an area rug retailer. Once FLOR was on their radar, then we could explain why carpet tiles made these rugs special.
As the writer and content strategist, I quickly realized we didn’t have clear, consistent language for talking about the benefits. I made recommendations to the client on how we could simplify and clarify. The result is three consumer-facing brand pillars: Beautiful. Smart. Responsible. All the work shown below falls under these pillars.
WEBSITE:
HOW IT WORKS PAGE
PRODUCT DESCRIPTIONS
The descriptions appeared both online and in the catalog. Approximately the length of a Tweet, they describe the style, texture and where it would work, while romancing the tiles.
SEASONAL TREND STORIES
The catalog came out four times a year, and it centered on seasonal trend stories. These stories drove content across all of FLOR’s channels for two months. Here’s the Palm Perfect story and part of its cross-channel campaign. Catalog (above) and landing page (below).
“By sharing stories in so visually arresting a format – without taxing a reader’s time — Nebo generated an 87% increase in revenue and a 57% increase in conversion rates. The email open rate was an astounding 22.7%.” – PR News Daily
MONTHLY BRAND STORIES
In between catalog launches, we had a month or so each quarter where we could tell brand stories that weren’t as product and sales focused. I came up with the theme and broke it down into weekly stories. I then wrote the emails and social posts.
“I’ve worked alongside Katelyn to bring the FLOR brand to life, and she’s the strategic partner I consult with when I need help addressing any challenges. Katelyn does a remarkable job of storytelling and ensures it all comes together in an organic, cohesive, and compelling way. Katelyn’s can-do attitude is extremely valuable on any team. She produces a high volume of work while consistently maintaining high standards for quality and accuracy, which is invaluable when working in a fast-paced environment. Her drive to do great work often exceeds the client’s and leadership’s expectations. All the intangibles that lead to success in any role are in order with Katelyn, and I am very grateful to work with her.” – Brittany McGuirt, Senior Project Manager, Nebo Agency
STORE SIGNAGE
NEW CONTENT STREAM: EARTH DAY
FLOR is part of Interface, one of the world’s most sustainable companies, right up there with Patagonia. I’d worked on Interface in another life, at a different agency, and knew the pot of gold FLOR was standing on.
At first, our FLOR clients didn’t want to talk about sustainability, believing nobody was interested in the story. I just thought it had not been told in a compelling way yet. After we’d had a few wins as a team, I suggested we test the idea with an email (above). But instead of focusing on saving the planet, the shift was to talk about how a sustainably made rug helped the customer. It ended up being one of the best-performing emails of the quarter.
From there, I developed a new content stream called Earth Day Every Day, which launched on Earth Day, but continues throughout the year. Here are some of the initial posts, followed by a sample pages from a playbook I researched and wrote to guide the team. In Spring 2021, three years after I left, my FLOR catalog arrived with a whole issue devoted to sustainability.
RESULTS
CREDITS
Agency: Nebo
Analytics: Katie McCree
Associate Creative Director/Art Director: Jake Burk
Catalog Designer: Ashley McGrath
Email Specialists: Ximena Diaz, Julie Marks
Founder: Adam Harrell
Front-End Developers: Artur Kim, Will Pall
Paid Media Specialists: Oliver Brantley, Calvin Su
Photographers: Shane Durrance, Bruce Quist, Firebelly Design
Project Manager: Brittany McGuirt
SEO Specialists: Joy Brandon, Victoria Larson, Stephanie Wallace
Social Media Managers: Sarah Lively, Amanda Stanley
UX: Cael Olsen
