Curating a marketing strategy for the design team at Crux
MARKETING
INTRODUCTION
Design Evangelism aims to educate the team as a whole and the users about the process followed by the design team at our company to build a world-class BI product. It will also motivate the team members to talk about their experience, process and build an identity for themselves through crux.
AIM OF EVANGELISM
TO EDUCATE:
The design team at crux had an aim to learn and grow as a team and individually. This would be possible by sharing their learning experience through blogs and behind the scenes.
TO ADVOCATE:
To make sure the work of design team reaches and helps others in understanding the process behind designing a world-class BI product.
To attract good talent.
To help position Crux as a well-designed B2B product in the market.
COLLABORATE:
To improve personal outreach, articulation skills, etc for the members of design team.
RESEARCH
I researched the marketing strategy followed by global and indian design teams to understand the type of content that people share and how it creates and impact.
TARGET AUDIENCE:
Crux is a growing startup and not many people are aware of the company's great culture. Unless we did that, it would be very difficult to hire good talent. Often the question of “What the work culture is like at Crux?” came up during interviews and the company already practiced great culture, it would be a shame not to talk about it and leverage it to attract good talent.
Professionals often perform a background check before applying, most of them go through social media sites or the company website which makes it important to have a social presence. Our target audience consisted of enthusiastic designers, the next step was to identify the platform where majority of designers engaged and sought for opportunities.
FEASIBILITY:
We were a team of 6 at crux and people were never limited to their role, we all wore multiple hats which made all of us are extremely busy. We realised that it would be impractical to start something that we could not sustain in the long term so we made sure our strategy was simple and easy to adopt by everyone. So we thought of twitter as our platform, because we can tweet on the go and there will be no pressure of asset creation. As designers we tend to spend a lot of time trying to perfect that and it could affect our ongoing projects. Plus most designers are active twitter users so reaching them won’t be difficult.
MARKETING PLAN
We decided to start by introducing the product and people working on it. Next each strategy had a type, either it would be Ad-hoc which meant the post will happen on the spot based on the situation and content at that time. And the other posts like a tech glossary dictionary and fun fact Friday's would be scheduled. All of these posts would fall in either of the three buckets: product, team or culture. Lastly, we decided on the frequency and type of post so we know how much effort would be needed.
Detailed marketing plan
EXECUTION
We worked as a team to implement the strategy as intended. Apart from that we also took full advantage of unplanned situations and posted on these particular occasions. One such example is when our figma went down for a few hours and the error 404 page allowed users to experiment with it. Our crew got creative and made a bunch of cool stuff which I took screenshots of and tweeted about. The post had over a thousand views which was a huge win for us.
Snapshots of twitter posts