Carlisle Sales Enablement
A true concierge experience
In the world of luxury design, the experience is just as important as the product. Carlisle prides itself on handcrafted and locally sourced flooring and expert specialists with a personalized touch. While most of Carlisle’s audience designs and purchases their floor through phone call consultations, there are those who want a more hands-on approach.
For this client, I wrote multiple scripts, put together shot lists, and worked on scene as Producer to help create a series of award-winning videos to educate Carlisle’s consumer base about Carlisle’s Showrooms. I created the original strategy behind their organic and paid social efforts, driving traffic to their site and landing pages.
I also reconfigured their email nurture journey, leading to open rates of 50-75% and click-through rates of 1-13%.
Scriptwriting * Pre-Production * Producer *Email Strategy *Copywriting *Social MediaAudience and Strategy
Carlisle’s audience sees their home as a reflection of their lifestyle and tastes. Every detail matters, and that includes the floor. They work with architects and interior designers to craft a surrounding they are proud of. They want to experience endless choices to create something uniquely theirs, but also have faith that any product made by the company they select will be a beautiful and high-quality addition to their home.
And so, these videos needed to exude sophistication and reflect a quality that Carlisle could stake its reputation on.
Each video in the series paid special homage to the locations of the individual showrooms, as they played a unique part in telling the Carlisle story.
A whole Series of Showrooms
The words on these pages needed to speak luxury. They needed to paint the picture of why this experience was worthwhile. To accomplish that, I prioritized the journey of designing a Carlisle floor, exquisitely detailing the choices a purchaser could make and how their vision could be brought to life in a place like no other.
Last, the scripts were optimized for SEO, leveraging keywords to help the videos get found.
Scripts
Our first and foremost priority was appealing to our audience, not winning awards. But receiving awards for our efforts certainly felt, well, rewarding.
we won awards
The strategy of paid and organic were used in tandem to drive interest on social, primarily on Pinterest. Organic pins were posted 3 times a week, with the highest performers being boosted. Ads were created around popular content and interior design trends.
Even with a modest budget, the ongoing effect of the program generated thousands of impressions and hundreds of clicks.
Social Media Strategy
I created content calendars based around seasonal content, trending wood types, and popular products. Content was then monitored for boosting opportunities to further drive engagement.
Organic Social
To develop this nurture, first I evaluated the current nurture’s individual click rates to find the higher performing actions and content. Best practices for emails were then applied to rewrite the emails, keeping them focused on one subject, while also including a soft sell contact message at the end.
Email Nurture
The original emails for this client had open rates to 25-40%, while the new nurture fluctuated between 50-75%, with increased clicks and more prospects moving to sales qualified.
Email Nurture Results
Open Rates
Moved to Sales Qualified