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PETER GREENLAW

Client Case Study

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WHO IS PETER GREENLAW?

[/fusion_title][fusion_text]Peter Greenlaw is the voice for what you are not hearing from cutting edge health science research. Peter is considered one of the leading activists alerting the world about the toxicity and deficiency of nutrition in food, and solutions to live a healthier longer life. His brand has been incubating and developing for 10 years.
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P.G. PROJECT MISSION:

[/fusion_title][fusion_text]Peter was in the evolution stages of his personal brand “Peter Greenlaw” and his sister brand, “The New Health Conversation.” He had an initial book, “Why Diets Are Failing Us” and had another book in development, “TDOS Syndrome.” Peter was looking to upgrade his brand(s) and increase engagement and audience reach.[/fusion_text][/fusion_builder_column][/fusion_builder_row][/fusion_builder_container][fusion_builder_container admin_label=”content” hundred_percent=”yes” hundred_percent_height=”no” hundred_percent_height_scroll=”no” hundred_percent_height_center_content=”yes” equal_height_columns=”no” menu_anchor=”” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” class=”” id=”” background_color=”rgba(0,0,0,0.55)” background_image=”https://tribus.pub/wp-content/uploads/revslider/websitebuilder-hero/Relaxation.jpg” background_position=”center center” background_repeat=”no-repeat” fade=”no” background_parallax=”fixed” enable_mobile=”no” parallax_speed=”0.3″ video_mp4=”” video_webm=”” video_ogv=”” video_url=”” video_aspect_ratio=”16:9″ video_loop=”yes” video_mute=”yes” video_preview_image=”” border_size=”” border_color=”” border_style=”solid” margin_top=”-30″ margin_bottom=”0″ padding_top=”20″ padding_right=”20″ padding_bottom=”20″ padding_left=”20″ admin_toggled=”no”][fusion_builder_row][fusion_builder_column type=”3_5″ layout=”3_5″ spacing=”0″ center_content=”no” link=”” target=”_self” min_height=”” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” class=”” id=”” background_color=”” background_image=”” background_position=”left top” undefined=”” background_repeat=”no-repeat” hover_type=”none” border_size=”0″ border_color=”” border_style=”solid” border_position=”all” padding_top=”” padding_right=”” padding_bottom=”” padding_left=”” margin_top=”” margin_bottom=”” animation_type=”flash” animation_direction=”static” animation_speed=”0.3″ animation_offset=”” last=”no”][fusion_title margin_top=”” margin_bottom=”” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” class=”” id=”” size=”1″ content_align=”left” style_type=”default” sep_color=””]

BRAND

DISCOVERY

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KNOWLEDGE IS POWER.

PRIOR TO LAUNCHING ANY BRANDING AND  DEVELOPMENT   ENGAGEMENT, IT IS CRITICAL TO UNDERSTAND THE EXISTING

BRAND  AND ASSETS — HERE, PETER  WAS NO DIFFERENT.

WE REVIEWED HIS EXISTING WEBSITES  AND BRAND AND FOUND:

1.HE HAD NO LOGO OR CONSISTENT BRAND IDENTITY

2.THE WEBSITES WERE OUTDATED IN DESIGN AND ARCHITECTURE

3.THE BRAND HAD NO APPS OR MOBILE EXPERIENCE

4.THERE WAS AN EXISTING RADIO PROGRAM / LEAD GEN FUNNEL

5.THE ONLY WEB TRAFFIC WAS FROM THE RADIO PROGRAM

6.THERE WAS NO SOCIAL POSTING & NO STRONG SOCIAL PRESENCE

7.THERE WAS NO LEAD FULFILLMENT SYSTEM

8.WHAT VIDEO HE HAD WAS NOT PRODUCED WELL

BRAND STRENGTHS

1.PETER IS A PERSONAL ROCK STAR.  HE CAN OWN A STAGE.

2.HE IS GOOD ON CAMERA AND IN PERSON

3.HE WRITES WELL AND IN VOLUME

4.HE REASEARCHES AND NETWORKS CONSTANTLY

5.HE IS PASSIONATELY ON FIRE FOR HIS CAUSE

6.THE BRAND HAS A STRONG REVENUE MODEL

7.HE INTERVIEWS WELL  WITH NEWS MEDIA

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BRAND
SCOPE

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SCOPE PROCESS

1. 200+ PAGES OF PLANNING AND VISUAL DESIGN

2.PHONE CALLS AND WEBINAR PLANNING SESSIONS

3.MOCK-UPS AND TEAM PLANNING PROCESS

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BRAND OBJECTIVE

      LOGO AND TRADEDRESS TO BE UPGRADED

[/fusion_text][/fusion_builder_column][fusion_builder_column type=”1_4″ layout=”1_4″ spacing=”0″ center_content=”yes” link=”” target=”_self” min_height=”” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” class=”” id=”” background_color=”#191919″ background_image=”” background_position=”left top” undefined=”” background_repeat=”no-repeat” hover_type=”none” border_size=”0″ border_color=”” border_style=”solid” border_position=”all” padding_top=”15″ padding_right=”15″ padding_bottom=”15″ padding_left=”15″ margin_top=”” margin_bottom=”” animation_type=”fade” animation_direction=”left” animation_speed=”0.7″ animation_offset=”” last=”no”][fusion_text]

WEBSITE OBJECTIVE

      COMPLETE RE-LAUNCH OF WEBSITE

      NEW CONTENT AND VIDEO

      CONVERSION FOCUS

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APP OBJECTIVE

      LEAD GENERATION, CONVERSION

      & FULFILLMENT

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BRAND

ARCHITECTURE

[/fusion_title][/fusion_builder_column][fusion_builder_column type=”1_2″ layout=”1_2″ spacing=”0″ center_content=”yes” link=”” target=”_self” min_height=”none” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” class=”” id=”” background_color=”” background_image=”” background_position=”left top” undefined=”” background_repeat=”no-repeat” hover_type=”none” border_size=”0″ border_color=”” border_style=”solid” border_position=”all” padding_top=”50″ padding_right=”10″ padding_bottom=”50″ padding_left=”010″ margin_top=”” margin_bottom=”” animation_type=”” animation_direction=”left” animation_speed=”0.3″ animation_offset=”” last=”no”][fusion_text]

CLOUD / L.A.M.P

Move the website and IT infrastructure to cloud hosting and house on a secure L.A.M.P. deployment (Linux, Apache, MySQL, PHP).

Move from Magento based commerce and CMS system to WooCommerce and WordPress based IT platform.

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APP PLATFORM

Create the two books in GappBooks format:

1.Why Diets Are Failing Us (WDAF) in three format:

1.Companion (Free)

2.Standard (17.99)

3.Premium (29.99)

2.T.D.O.S Syndrome & Solutions

Peter Greenlaw APP:

1.Still in development

Lead Conversion & Fulfillment APP:

1.Epic Seasons

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BRAND

LOGO CREATION

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LOGO CREATION PROCESS

We had over 200+ different designs submitted to the client.  We helped the client refine their brand and memorialize it in a logo.

TRADE DRESS AND FONT

We assisted Peter in choosing a trade dress and font for his “Peter Greenlaw” brand and his “The New Health Conversation” brand.  We used the “green” to be the unifying color between the two distinct brands.

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BRAND

WEB DESIGN

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WEBSITE UPGRADE

Peter’s previous site was not up to-date nor mobile friendly. 

We have created a responsive and retina ready site that will work on any computer or device.  

The site is designed for Lead Generation For:

1.Book Sales

2.Speaking Engagements

3.Protocol Solution Sales

The site offers a free assessment where we are able to produce an extensive demographic  profile on the visitor.

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AUDIENCE

DEVELOPMENT

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DATA STRATEGY

Utilizing data capture of Email Opt-In, Assessment request and other offers we were able to create a data strategy for Peter that gave value to his audience while also building brand value and a tangible asset.

AUDIENCE ENGAGEMENT

By leveraging GappBooks’ partner Gamplify we were able to add gamification to Peter’s Apps and website experience so as to stimulate interaction and utilization with his material.  Also, we are able to create a much deeper relationship and profile with Peter’s audience.

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BRAND

MARKETING

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SEO

We utilized SEO best practices when working with Peter to help increase traffic to his site.

SOCIAL CAMPAIGNING

Utilizing Facebook ad buys we were able to help increase attendance at Peter’s live and virtual events.   These attendees were more apt to buy and engage with the brand.

SYNDICATON

Utilizing our diverse media network we were able to get Peter’s message placed on websites receiving 30+ Million visits per month.

We are currently working with Peter to create ongoing video and podcasts to syndicate richer media beyond just articles.

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APPS VIA

GAPPBOOK

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WHY DIETS ARE FAILING US

We have created three versions of the WDAF APP:

1.Companion (Free)

2.Standard (12.99)

3.Premium (19.99)

T.D.O.S. SYNDROME AND SOLUTIONS

TDOS is Peter’s second book and currently it is offered in Standard version only.

PETER GREENLAW BRAND APP

The Peter Greenlaw Brand APP is still under development but is designed to be a deeper engagement portal for mobile devices.

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PROJECT

MANAGEMENT

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PROJECT MANAGEMENT

When working with the Peter Greenlaw Brand we had to take a prominent role in project management to ensure quality delivery.

TEAM MANAGEMENT

Part of good project management is working with existing team members like: Publishers, Publicists, existing IT team, existing designers, etc.   We love working in collaboration with existing teams.

PROJECT MANAGEMENT TOOL

One of the best tools we have found to help manage team is Basecamp.  These tools help us communicate more efficiently and stay on task and on schedule.

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CLIENT

COMMITMENT

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RELATIONSHIP LONGEVITY

We like having long-term clients.  We have been working with Peter Greenlaw for 5+ years now.  We have been working with Kirk Metz (Epic Seasons – Sales Fulfillment) for 7+ years now.   Nurturing and maintaining mutually rewarding relationships is one of our number one priorities.

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