Branding | Website | Digital Marketing
The KBC Houston is a community event center located in southwest Houston that offers turnkey event solutions with multiple event spaces. They wanted to increase event bookings, and came to Robot Creative looking for help with a marketing push to help their sales efforts. Upon further discussion, we determined a competitive analysis and audience research study was needed to help inform their brand position and go to market strategy. In addition to developing a custom email nurture campaign, ROBOT developed branding, a new logo and website, setting the infrastructure for all future marketing campaigns.
The goal of the custom logo was to create something that not only looked more modern, but would represent the center more visually, aiding in brand recall. The original logo used the full name of the organization which was lengthy and sometimes difficult to work with. As a solution, ROBOT abbreviated the event center name and integrated the building shape and interior colors into the new logo. This new look more accurately reflects the dynamic energy and vibrancy of The KBC building and team.
The KBC’s website needed to reflect their new branding and also make it easier for users to navigate, understand the KBC and to request more information to book events. ROBOT created a new Squarespace website that showcased their venue, event spaces and services with updated photography, floor plans and a virtual tour. The new website content was curated to resonate with The KBC’s target audience by highlighting their friendly, specialized services for non profits and their abundance of experience planning for all types of events.
Once the branding and website were solidified, ROBOT created an email nurture campaign to help The KBC encourage leads and past clients to book a tour of the space. From the initial research of their target audience, we discovered that their ideal clients had very specific requirements for the types of events they host. The research established the core messaging for the email campaign to speak directly to audience’s pain points and present The KBC as the ideal solution. Each email in the series spoke to a different value proposition and showcased The KBC’s capabilities through engaging storytelling and pictures.
“There has been a noticeable difference in the number of leads coming in since the new website went live.”
The KBC was very pleased with the branding and website, stating that the new design does a great job of highlighting the building, guest activities and flexibility of the venue.
Since the new website and email campaign launched, The KBC has experienced a dramatic increase in qualified leads for event bookings.