NSA
National Safety Apparel
Art Direction, Project Manager, Lead Designer, Web Designer, Strategist, UX Designer, 3D Designer, Video Editor, Marketing
Project Involvement:
As the lead of a marketing team for National Safety Apparel (NSA), a top U.S. manufacturer of protective apparel, I directed the development of targeted digital strategies for NSA and its subsidiaries. This involved conducting research and competitor analysis, implementing multi-channel campaigns, and executing product launches for several brands. Our efforts enhanced brand awareness, increased web traffic, and received positive customer feedback on campaign design and messaging. A significant challenge was to boost the brands' profiles and sales while effectively differentiating them from one another.
Overview:
Brand Differentiation Challenge
The primary challenge was to boost brand awareness and drive sales for NSA, DRIFIRE military, and related brands (TECGEN, AGSAFETY, ARCGUARD, HYDROLITE, HELIX, and more) while distinctly differentiating them from one another in the market.
Digital Marketing Strategy
As the creative director, my responsibility was to lead a team of marketing experts in devising a comprehensive digital marketing strategy for NSA and its subsidiaries. This involved creating tailored campaigns and landing pages for each brand, focusing on their unique products and target audiences.
Multi-Channel Campaigns
During the research phase, my team and I analyzed competitor email campaigns, previous marketing initiatives, and effective hooks used in comparable product launches. We recognized the importance of focusing on each brand individually and crafted specific campaigns accordingly. Our multi-channel, integrated campaigns included:
Email Marketing: Pre-launch overview emails, launch emails with product highlights and a call-to-action, and follow-up and educational emails.
Social Media: Customized posts for each brand, focusing on product highlights, customer reviews, and features
Print and Digital Advertising: Ads targeting brand-specific audiences.
Brand-Specific Landing Pages: Dedicated pages for each product line with a streamlined and efficient product ordering process.
These components were designed to work together and lead users to dedicated landing pages, simplifying the overall product ordering experience.
Positive Results Achieved
To implement our solution, we executed several product launches for TECGEN, AG Safety, and DRIFIRE. We created brand-tailored landing pages, developed creative assets such as logos, letterheads, and PowerPoint templates, and managed media buying. We also advised the client on utilizing photo and video assets to maximize conversions on each platform.
Our campaigns had a significant impact on the brands we collaborated with. Our email and social media strategies enhanced brand awareness, while the brand-specific landing pages generated increased traffic to the products. Customers and clients praised the design and messaging of the campaigns, providing positive feedback.
