Paradox Access Solutions

See the website

THE CLIENT
Paradox offers turnkey earthworks, matting, engineering, and geosynthetics services and solutions for public and private industrial, commercial, and residential construction projects across the country that uphold these standards.

DELIVERABLES

•Plan and execute all digital marketing, including SEO/SEM, marketing database, email, social media and display advertising campaigns.

•Design, build and maintain our social media & website presence.

•Measure and report performance of all digital marketing campaigns,analytics traffic and assess against goals (ROI and KPIs)

•Instrument conversion points and optimize user funnels.

•Manage contractor teams and timelines.

•Build landing pages for lead capture initiatives.

Website Update

When I came on in January 2020 the company was in the midst of a website update that faced some uphill battles; mainly that there was not a clear PM. This was a challenge that I was eager to tackle as my background lended itself to web design & development.

Together with the team we designed the site map and from there I was able to build a wireframe (within Adobe XD) that was developed by a third party vendor.

Many QA sessions occurred for copy, media assets, UX/UI, speed and security. As well as integration to their CRM (HubSpot) for lead capture, analytics & tracking. Consistent branding was another big factor we wanted to be very intentional about.

The site was live in October 2020. This was one of my biggest highlights during my time with the company. The website features a live map of finished work sites with corresponding project profiles. A resources page that serves as a landing page and archive for all external resources/ media, & many seamlessly integrated HubSpot pages that track and report end user activity.

See the work below:
Before
After

HubSpot

The need for a great CRM was evident especially when the reality of working from home and social distancing set in as a result of the Covid-19 pandemic. The company was previously using SalesForce, which is an amazing product but, as we soon realized, not the right one for a company of Paradox’s size. Any software is only as good as its utilization & after some rounds of RFIs - HubSpot was the clear choice.

They needed a product that housed both marketing and sales activities under one platform; effectively aligning the sales and marketing teams around common goals. This gave both teams the ability to make more informed decisions within their respective processes and funnels while also creating a synergy between them (smarketing) because of the transparent nature of the software.

It also gave the executive team visibility on both sales & marketing pursuits and results giving them ample opportunity to pivot and ensure proper protocol is observed when it came to a client journeys and initiatives.

HubSpot made it easier to track, generate leads, organize + assign contacts, convert and create remarkable customer experiences. Through the implementation, onboarding processes and on going support I discovered my knack for Customer Relation Management & automation.

HubSpots arsenal of tools transformed how the company did business for the better and allowed them to respond to unprecedented times effectively while remaining profitable.

Branding Best Practices

Having a consistent style when it comes to all media assets is essential to a strong and cohesive brand identity. Whether the asset is a video, an image or a brochure - good branding will show a clear relation between assets that tie back to the brand’s mission, vision & identity.

Working with the team we made sure to update the companies existing brand guidelines to include more instances where branding needed to be addressed. This meant outlining best practices for ad layouts & formats, documents, brand voice, colors and fonts, to name a few.

Identifying what was not on brand and what was - resulted in a stronger identity both internally and externally for the company one that looks, feels, & sounds cohesive no matter what the medium.

Bynder

Although this initiative was eventually scrapped for a better solution - I want to highlight the process in order to reflect on what went wrong and how I learned from the experience.
Bynder was proposed before I was on boarded and was to be a solution that would answer the many issues regarding asset management including; organization for ease of access, uploading from the field so that projects that were happening in real time could have their images and videos shared internally for sales & marketing initiatives and lastly as an income stream for the company as a bank of stock photos.

The project was a huge undertaking that required tagging and organizing of over 80,000 assets (only half of which would have been deemed worthy for upload) while managing new incoming assets from the field teams. The lack of manpower for the sheer volume of assets to organize as well as the lack of adoption from the team & months of technical issues on Bynder’s end for uploading ultimately led to this projects demise. No amount of process & preparation or tutorial sessions could save this one. The ROI was not there and even with the option to bulk upload 1 terabyte from Bynder; it was not enough - in the end the plug was pulled.

I say this all not to make excuses but to simply highlight the short comings & reflect on what could have happened better. In hindsight a better RFP process would have determined that a product like SharePoint would have done everything they needed - faster and at a better price point while being able to integrate with existing company software for easier adoption cross functionally.