Strategic Dossier · Premium retail · Vancouver · 2017 to 2018

California Closets

DisciplinesBrand
Digital and SEO
Promotions
PR
Website and social
RoleMarketing Manager, reporting to the owner and the HQ executive team
Period2017 to 2018
EvidenceCorporate recognition. Records available privately.

Highest monthly sales and leads on record for the Vancouver franchise. October 2017.

California Closets · the record the campaign set

A premium custom-storage franchise running on fragmented campaigns. The work made a single commercial engine of them: one campaign system across digital, print, partner platforms and the showroom, and the record month followed.

All work →
Context

California Closets Vancouver designs premium custom storage for the home. I owned all traditional and digital marketing, reporting directly to the owner/CEO and HQ executive team, and responsible for generating leads and sales for a team of design consultants.

Challenge

Lift lead generation and sales in a competitive premium market, while controlling marketing spend and proving the return to HQ. The structure problem: a marketing function that needed sharper positioning, tighter campaigns, and a clear line from activity to revenue.

Method

Approach

01
Digital strategy
Deployed online marketing plans with SEO, social and viral-video campaigns.
02
Promotional optimisation
Improved content, placement, scheduling and frequency across bi-monthly promotional campaigns.
03
Efficiency
Streamlined roles and budgets to reduce marketing cost without losing reach.
04
Credibility & presence
Built collateral, PR campaigns, articles and newsletters; transformed the website and social platforms; reported monthly to HQ executives.
Proof
#1

Highest monthly sales & leads on record for the Vancouver franchise, October 2017

1

One commercial engine, made from four campaigns that had run separately

HQ

Reported results directly to the owner/CEO & HQ executives

More work

Related dossiers

All work

Fintech · scale-up

Sharegain

Brand and communications through the first rebrand and Series-B chapter.
Luxury real estate · Vancouver

Behnoush Malek

A realtor template rebuilt as an independent practice, with a named offer and three languages.
Design collective · Mayfair

Marylebone Design Collectif

Editorial, a five-gallery series and a sold-out masterclass, built in nine months.
Your next level needs a structure that can hold it.
Start a conversation