(I know you, like most entrepreneurs, are a pretty busy person and don’t always have time to read things in-depth. For that reason, I’ve made it simple – if you just have time to skim this post today, read the bold parts and you’ll save 10 minutes!)
One of my most favorite projects is coming to a close and I’m absolutely enamored with what was created.
Typical of my clients, Ripple Textile Recycling is a pioneer in their industry. Together we worked towards positioning them as a leader in their field.
And also typical of my clients, Benita (the company founder), was hesitant to brag or to inflate any truths. Having a quality business that wants to stay honest? Now we are cooking!
In the process of our meetings, they uncovered their wish for a smart website that did their unique, well-thought out process justice.
Process: More Than a Tactic
For those of you who aren’t familiar with recycling textiles, it’s a fascinating process. It also has MANY more steps than CRV recycling (recycling aluminum cans). Strong, strategic marketing looks beyond how to use individual tactics (like building a website) and instead asks the following question: “What do we need to do so that everything we say and do flows together like a well-oiled machine?”
For Ripple Textile Recycling, this meant we would dig deep to turn over every stone – rather than waiting for a customer to come to them with a problem or challenge, we strove to have their marketing come up with all of the answers in advance. We worked through their entire business process, mining for marketing opportunities among their partnerships, vendors, relationships with municipalities and non-profits, and the way they educate their customers.
Spreading the Word
So in an age where simplicity directly related to successful communication of messaging, how did we convey Ripple Textile Recycling’s complicated process?
First, we set out to make sure that everyone in the company was completely on-board with the steps. This took time. The reason this is important is that should we create a process over in marketing, with no buy-in from others who interact with customers, then there would be a disconnect when a customer read something about a process online, but didn’t experience it in transaction.
Those communication disconnects break trust, lose customers, and ruin businesses.
When we’re communicating as pioneers – leaders in our industry – this is where we must start.
Next, we outlined the simplest way to communicate the process steps to the public. This was done by both the RTR team, myself, and a graphic designer. By getting their process down to picture-simple, we eliminate lots of text (which works well because I’ve found that most people don’t read). Our litmus test for a website and any process visuals is the 8-80 test: we want an 8 year old and an 80 year old to understand what’s happening here.
If you’d like to see what we came out with, you can learn more about Ripple Textile Recycling here.