1. A presentation of:
brand repositioning | website
redesign | social media consulting |
social media strategy
for The Pilgrim Mother
KarenKiely.com
@kazkiely
2. Summary
Here is a showcase of the transformation of The Pilgrim Motherʼs
brand, through a thorough redesign of ThePilgrimMother.com, the
repositioning of the brand consistently across social media channels
and the associated social media consulting to equip the client with
the skills to maintain the online presence independently and
appropriately.
It documents the transformation of ThePilgrimMother.com from a
website that lacked clarity to one with clear, targeted copy and a
fresh, inviting colour scheme and design.
It presents the improvements made to the clientʼs Twitter, Youtube
and Facebook presences. It also demonstrates the results of one-
on-one advisory sessions with the client where practical advice on
social media was presented.
Creative social media solutions implemented by the client are also
portrayed, as proof of the benefits of innovative approaches to social
media activity.
3. Context
Jane Noble Knight - The Pilgrim Mother - is a woman
who raised a family, had the career and changed her
life around to follow her own aspirations. Likening
herself to the female companions of the “Pilgrim
Fathers” who travelled to the US, Janeʼs main intent
was uncovering unheard stories and giving
recognition to unseen people i.e. the “Pilgrim
Mothers”. She now travels the UK in her motorhome,
meeting people, finding stories and sharing her own.
I began working with Jane through a mutual contact I
had made in April 2011. Jane Williams, of Fandango
Media, is a director and producer who is creating a
documentary about “Pilgrim Mothers” and sought my
assistance on re-positioning Jane Knightʼs brand
online ahead of starting work on the film. I
collaborated with Jane Williams on ideas for web copy
and design and at a later stage worked directly with
Jane Knight, providing hands-on workshops and
assistance.
4. Problem
Website - It was difficult to see from Janeʼs existing
website what she was doing and who “The Pilgrim
Mother” was. There was no linkage between the website
and her social profiles, even though Jane had a
relatively active Facebook presence. Web copy lacked
clarity and didnʼt appropriately put across Janeʼs
personality. Ultimately, the website needed to become
more warm, friendly and convey Janeʼs selling points.
Blog - Jane blogged from time to time, but would
compose posts and email them to someone else to
upload for her. Her blog posts and video blogs were
often quite long-winded without clear objectives or take-
away points. The blog needed to be a place where
readers could take away valuable insights, where Janeʼs
personality shone through, and where posts were short
and to-the-point. They also needed clear calls to action
to entice readers to interact.
5. Facebook - Janeʼs Facebook presence was through
both a personal profile with 1000+ friends and a group
page with around 250+ members. The group contained
much of the same copy as the website and as such,
needed to be edited. Facebook Groups as they were
originally purposed are becoming obsolete and Jane
needed to start using a like page to keep up with
industry conventions and Facebook best practices.
Youtube - Janeʼs Youtube presence was similar to her
other social profiles, in that her profile bio didnʼt
appropriately put across her persona or story. Janeʼs
videos were long, often 8-10 minutes, and as such were
not getting as much views as anticipated. Furthermore,
her videos were lacking in interaction from viewers,
which was most likely down to the lack of clear
objectives for the videos.
7. The way in which Jane This would also tie in with the convention of
managed her online authentic online presence; I constantly aim to
provide clients with the skills to maintain their
communications online communications as this helps foster a
activities conflicted with more honest image. I wanted to equip Jane with
her independent lifestyle.
the skills to update on-the-go as well as
knowledge on how to blog for herself, which
would help in presenting herself honestly.
I wanted to instill in Jane a passion for sharing
Janeʼs unique selling point was the fact that she is an her story regularly so that she would enjoy doing
independent woman taking control of her own life. I wanted so and in turn `benefit her online presence, with
to put Jane in control of her online communications in order more, richer content. Giving Jane an opportunity
to tie in with her lifestyle of independence, empowerment to see the benefits of this, such as helping her
and story-telling. create content that attracts conversations, was
imperative to make her excited about blogging
I advised Jane on the and social media.
best ways to present
herself online and gave a
hands-on approach to
managing social media to
help foster a sense of
authenticity and honesty
8. I brought Jane up- Janeʼs target audience was those who have
to-date on Facebook embraced their aspirations and carved their own
path. Jane was particularly interested in becoming
by switching over a role model for older women, as she wanted to
from a group to a create a fission about being in oneʼs “Golden Age”
and help get others valued for their worth. Itʼs
like page. been shown that over-65s in the UK are interested
in technology more than their US and European
counterparts, and in particular, women over 65 are
In recent times, Facebook have repurposed the spending as much time on the internet as men in
groups system; groups are now more about the same age bracket [1]. With this in mind, I knew
focused conversation and collaboration between a Janeʼs target audience can and do go online, so I
group of friends or professionals and the more needed to make sure that her website and
contextualised sharing of content. Like pages have associated presence would attract that audience
become the standard for those looking to build a and be easy to navigate, use and read.
Facebook presence surrounding a product, service,
persona, business and so on. The facilities
I helped Jane in
available to like page owners are ideal for helping
to build a Facebook presence that allows for the
sharing of news, videos and photos but also the targeting an older
execution of creative promotions using the vast
variety of third-party applications available. I audience through
wanted to bring Jane into this newer, more appropriate design
appropriate use of Facebook for her brand and
inform her of the best ways to use it to her benefit.
and copy.
9. Outputs
1. Complete change
of design and
content of Jane’s
website
In collaboration with Jane Williams of Fandango
Media, I designed various iterations of Janeʼs website
before we decided on a warm colour scheme and
dynamic homepage slider. Using photographs Jane
and I had taken at Kenilworth Castle, I crafted some
appropriate images for the homepage that put across
Janeʼs selling points. Copy was clear and short, yet still
conveyed Janeʼs emotional selling point - a woman
who was unrecognised for her worth, but changed that
and wants to encourage others to do the same.
The website went live in early August, ahead of the
Western Motorhome Show, as Jane would be directing
those she met to the page.
10. 2. Social media workshop: Teaching Jane
to use Wordpress, Facebook pages and
Twitter
Ahead of the new ThePilgrimMother.com going live, I gave Jane three social media workshops. In
these, I covered how to use Wordpress to format and publish new blog posts, using desktop and mobile
Twitter apps to make managing Twitter updates easier, and using her new Facebook Like page to send
updates. We also used this time to collaboratively clean up existing social media profiles such as
Janeʼs Youtube and Twitter bios, in line with website copy and branding. With a hands-on approach,
Jane learned how to practically approach managing her online communications and came away much
more confident.
11. 3. Western Motorhome Show: Advising
on creative solutions and
subsequent assistance and
consolidation
It was important to provide motorhoming but there was created a number of interviews
Jane with a creative social also the opportunity to meet with exhibitors, and Jane
media campaign to generate sole travellers like herself. handed out business cards
some engagement around her In the run up to the event, I and invited those we spoke to
new Facebook page and blog. helped Jane connect with to catch the content online.
With Janeʼs story and exhibitors by creating a list of The day was a success, with
objectives in mind, the best Facebook pages and Twitter Jane creating a great amount
approach to getting more profiles to touch base with. of content that she was able to
traffic and engagement was by This gave Jane a talking point post some of to her blog in the
meeting similar people, striking with them at the event; she following days. Jane gained
up a rapport and then was able to express that she confidence in using the
informing them of the blog, had connected with them recording equipment and was
F a c e b o o k a n d Tw i t t e r. online (some exhibitors had impressed with the reaction
Together, we decided that the replied back, e.g. Danbury she got both at the event and
Western Motorhome Show in Motorcaravans) and this way, afterwards on Facebook, when
Malvern was the ideal event to they were more inclined to some of those she met
use to do this. This way, Jane speak with her. Using a followed up with her there.
could meet exhibitors with camera and audio recording
interesting things to say about equipment, together we
12. Outcomes
Independence Brand Identity
Jane now has the ability and confidence to Janeʼs branding is much improved. Her image has
maintain her blog herself, as well as the been softened, with appropriate colour scheme
understanding of best practices in Facebook and and imagery on her website; her website has
Twitter. Jane no longer has to work through clarity and it is much clearer to see what she is
another person to publish content to her website doing and why; her social media presence has
and she understands how to update on the go one unified message and image; her objectives
from her iPhone also. I have helped empower and personality come across in the way she
here to manage her online communications which manages her online presence - independently and
in turn contributes to the authenticity of her image honestly; her emotional selling points are
and gives her complete control over how she is maintained, but more succinctly and effectively put
presented. She is much more active on her across using compelling narrative on her website.
Facebook page than she previously was with her Jane has flyers and business cards that I
group and is steadily building up fans and designed in keeping with her branding, as well as
interactions. a large banner saying “Pilgrimʼs Pit Stop” to put by
her van when she parks up, acting as a talking
Overall, Jane is having fun and is more point.
comfortable with her online presence, which
ultimately will help her be increasingly more Overall, Jane is now proud to meet others and
active. inform them of her online presence.
13. Interaction
Janeʼs Facebook page has seen a lot of interaction since the Motorhome Show. Advising Jane to
connect with exhibitors on Facebook and Twitter ahead of the event has had a lot to do with this, as
Jane has seen comments on Facebook and her blog and Follow Fridays on Twitter from those she
connected with and subsequently met. Facebook Insights show a peak in page views and interactions
in the days following the show.
Overall, using the Motorhome Show to generate real-world interest in Janeʼs online presence was very
beneficial.
14. Jane says...
“Working with Karen gave me a leading edge practical input as well as current social media thinking.
Iʼve now been working with Karen for a few months and itʼs been a delight. Sheʼs thorough,
conscientious, adaptable and flexible in her approach. As someone who can tend to be on the quiet,
reflective side myself, I appreciated Karenʼs gentle manner and encouragement. Iʼm not quite a
technophobe. I need to (and do) embrace technology but Iʼm of an age where it doesnʼt come as
quickly and easily to me as young people whoʼve grown up with it.
Karenʼs been a joy to work with. Although I feel at times Iʼm hopeless at grasping new skills, Karen is
always patient and supportive. Itʼs been fantastic for me to have such a practical, hands on approach.
Itʼs been great to learn how to do things through the process of working together so itʼs not been totally
hands off. Thereʼs hope for me yet!
As well as teaching me new ways of working, Karen has also provided me with valuable feedback. I
feel itʼs been a truly collaborative partnership.
So nearing the end of our project work together, I wish Karen every success for her future. Iʼm sure
Karen has a bright and successful one ahead of her. I canʼt recommend her highly enough.
Thank you, Karen.”
16. About Karen
Karen is an online media consultant and designer,
specialising in creative approaches to social media for
businesses, arts organisations, individuals and groups, with a
focus on authenticity and independence.
Portfolio and Blog
KarenKiely.com
Email
kaz@karenkiely.com
Twitter
@kazkiely
