AISLE RUNNERS

THE CLIENT:

AISLE RUNNERS

Aisle Runners is a luxury Wedding Consulting business located in Houston, Texas. Wedding Coordinator, Tai Quarles, has been designing, planning, and executing successful, high-end weddings and events, for nearly 20 years.

When I first met Tai she was looking for a brand refresh. She knew she wanted to explore digital marketing, but she had no idea where to begin. Over the years Tai and I have had many opportunities to work together on a variety of areas within her brand and digital marketing. I am so excited to share some of them with you!

THE PROJECT:

• BRAND DESIGN
• PRINT DESIGN
• WEB DESIGN
• DIGITAL PRESENCE JUMPSTART
• DIGITAL MARKETING

FROM TAI Q.

“Kate has truly taken our business to the next level!”

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CUSTOM BRAND DESIGN

The Custom Brand Experience included the following personalized, foundational, intentionally designed brand elements: a primary logo design, 2 or more secondary logo designs, pattern, texture or custom graphic, font combinations, and a color palette.

These strategically-designed visual details prioritize the brand’s unique offer(s), vision, and goals. Together they help establish the foundation required for creating marketing content and materials, managing ongoing marketing efforts, and business success in the years to come.

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PRINTED COLLATERAL

The Custom Brand Experience by Crescent Creatives includes up to 3 print collateral designs—usually a custom business card and two marketing items such as a brochure, rack card, promotional discount card, or thank you note.

Applying brand elements to customized printed collateral is a simple way to round out a brand’s design and elevate a customer’s experience. When Tai was participating in tradeshows, which is a common marketing strategy in the wedding industry, we created a variety of postcards and rack cards to use as leave-behinds for her events.

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CUSTOM SQUARESPACE WEBSITE

The Custom Web Design Experience included a one-of-a-kind Squarespace web design. By approaching web development strategically—keeping in mind the business goals, the experience of the audience or user, and basic search engine preferences—you can be sure the end result is both aesthetically pleasing and highly functional.

VIEW LIVE WEBSITE

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DIGITAL PRESENCE JUMPSTART

The Custom Brand Design Experience included a Digital Presence Jumpstart, which consists of the setup and stylizing of a Google My Business account, two social media accounts, two industry-specific listing site accounts, and a custom email signature design.

Creating a custom, brand-conscious aesthetic for these essential digital platforms, in addition to launching a new website, is a pivotal step in establishing a digital presence and brand awareness that will jumpstart any future marketing efforts.

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MARKETING EFFORTS

In 2018 we refreshed and expanded the Aisle Runners brand, and completely renovated the website.

In 2019 we turned to content marketing. We created a lead magnet and an email nurture series that would help cultivate relationships with potential brides. We also prioritized consistency within her digital presence, especially on Google, Facebook, Instagram, Pinterest, and The Knot.

This is an example of one of our multi-channel marketing strategies. We wrote a blog post, which included a custom infographic, then we created multiple pins for sharing the blog on Pinterest (Pinterest is huge in the wedding industry). We also used the infographic on both Facebook and Instagram, and included it as a free download lead magnet as well.

This is an example of the refined nurture series we created. Our first nurture series was 7 emails long, and we found that the open-rate & click-through rate both significantly decreased after the first 3 emails. We then refined the nurturing series to only 3 emails total, each sent with a 2-day buffer. We’ve found more success with this approach.

In 2020 we began advertising on Google. The return on her Google Ads investments enabled Tai to move her marketing dollars from her traditional efforts at trade shows and subscriptions such as The Knot, both of which proved to have low ROI, and instead allocate her marketing budget toward Google.

The following is an example of some of our efforts.

In 2021 we introduced Video to the Aisle Runners marketing strategy by creating a docu-series called Love & Logistics. These videos live on the AR website, increasing web traffic and page engagement. They also serve as content for Youtube, though Youtube is not one of our primary marketing channels at this time. We created short video teasers to post on Instagram and Facebook, encouraging the click-throughs to view the full video. This proved to be a very successful approach!

The most exciting part of this was that within days of releasing the first documentary, Tai booked a bride which was not only one of her highest-paying clients but also volunteered to be the featured bride in her second documentary!