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When I began work at The Neel Company in 2013, their website was extremely outdated and did not properly represent all that the company had to offer. As the most public representation of the company I felt that it was a number one priority to redesign and rewrite the site. While conducting market research and analysis to establish a marketing plan, I simultaneously incorporated my results into a strategy for the new site, one that would reflect what customers most valued when visiting. I also worked extensively with the other department heads to establish unified messaging and industry-standard engineering information.
The result was a fully responsive, easily accessible, visually appealing website that quickly informed the visitor of what The Neel Company had to offer. An extensive project gallery utilized filters and tags that allowed visitors to quickly search for what would specifically interest them, from location to application to projects we had already completed for their company. In total my work for the site included design, writing copy, editing, technical illustrations, and the building and launching of the site.
Google Analytics were applied to the site for onset and quickly revealed that web traffic doubled following the redesign. The site was also written with SEO (search engine optimization) in mind and increased our search standing. Sales inquiries were received regularly directly through the site.
As of March 13, 2018 the site was still available at www.neelco.com.
T-WALL, the main product of The Neel Company, was a large scale earth retention product that could be used for a variety of applications. As Marketing and Creative Director I wrote and designed brochures for use in sales. The brochures distilled a large amount of technical information into a compact format for quick introductions. Brochures were available in print or digitally.
As Marketing and Creative Director for The Neel Company I wrote and designed or managed the design of all print and web advertisements. T-WALL ads were published regularly in national and regional publications that ran both print issues and web issues. Ads featured campaign specific links or calls to action that drove viewers to landing pages and in order to track ROI.
While Marketing and Creative Director at The Neel Company I designed large, technical, interactive submittal documents. These 300+ page documents were submitted to DOTs in order to gain state product approval of The T-WALL Retaining Wall System. The submittals were rigorously formatted per state specifications. I managed the aggregation of engineering calculations, wrote and edited the contents, created technical illustrations, and designed the overall formatting. The documents were submitted in a printed a book form as well as a clickable, interactive pdf form to each DOT. Users could then easily navigate the large documents quickly and efficiently.
As Marketing and Creative Director of The Neel Company I instituted quarterly company newsletters sent via MailChimp. The newsletters received higher-than-industry-average open and click thru rates. By the time of the final newsletter in early 2018 the mailing list had reached 3000-plus recipients and averaged hundreds of additional forwards by viewers.
I designed or managed the design, wrote copy, technically implemented, and sent the newsletters. Each newsletter featured content geared towards our all of our major market sectors, ensuring content value.
To view a full newsletter click here.