About Good Space Plans Online

Since 2005, Good Space Plans Online offers a unique and easy-to-follow online interior design plan (or e-design) that clients complete as their time and budget allows. Mother and daughter team, Dwaina and Molly, guide and support each client to help turn dream homes into a reality.

Industry

Renovation and Interior Design

Location

Vancouver, BC

Services

Marketing Research, Market Funnel Strategy

Overview

In August 2019, Good Space Plans Online (GSPO) enlisted the help of picnic social to define their target audience and plan a marketing funnel and content strategy. picnic researched their audience demographics, customer feedback forms and current communication touchpoints to provide a competitive analysis, target personas and a future state customer journey map that would then be the basis for their online funnel and keyword strategy.

Approach

picnic analyzed customer feedback forms and used Myers-Briggs indicators to recognize the type of personality who purchases plans from GSPO. From there picnic was able to decipher motivations and preferred channels for the targeted persona type.

Writing down common goals and frustrations found amongst previous customers led to formulating their online journey map for potential customers and how GSPO might relieve their pain points. For picnic this strategy helped to navigate themes and online content.

In November a content calendar was prepared, focusing on SEO keywords and top of funnel tactics for their blog and social media. By the end of December there became a clear increase in acquisition rates through their social media presence and blog. Beginning in 2020 picnic began testing middle funnel strategies that included online guides and subscription requests.

Results

Consistent social media content played a key role in building awareness and attracting new customers.

Conclusion

“Good Space is so proud to be able to work with Erica and her team at Picnic. They are wonderful, engaging and so much fun – meetings are something we all look forward to. They took the time to truly get to know our business, our culture, our clients, how we work and they were a much needed set of fresh ideas and eyes on our customer journey. They worked with us to set goals and accomplish them in a timely manner. They continue to push our brand, sales and company forward with clear strategies that are manageable.

The team at Picnic is very skilled in their ability to write beautiful copy and we have got great feedback from our clients and potential clients on our social media. We highly recommend them!”

– Molly Sprague, Co-owner, Good Space Plans Online

By building its marketing strategy around a deeper understanding of its customers, Good Space Plans Online was able to turn audience insights into a more intentional content and conversion funnel. The strategy strengthened engagement across social media and email, grew its audience and ultimately contributed to a 120% increase in client conversion within one year.