Knoll, Inc.
Objectives
Translate Knoll’s signature modernist design aesthetic to the online channel. Develop user experience initiatives that . online advertisements, Knoll News features, and other forms of owned media.
Develop cross-promotional content for Knoll Inspiration (Palettes, Pulse, In Conversation) with leading voices and influencers in the design industry. Integrate content marketing initiatives across Knoll.com.
Identify and pursue opportunities to integrate Knoll into the contemporary design conversations in order to engage new audiences and markets.
RoleS + Responsibilities
WEB COMMUNICATIONS ASSOCIATE
brand + content strategy
SWOT + competitive analysis
UX/UI testing and iterative development
SEO/SEM strategy
market development + diversification
Team
SUPERVISOR
David Bright, VP of Communications
MEMBERS
Pete Fallon, Katie Okamoto, Leah Kalotay
KPI Outcomes*
Conversion
Organic traffic
Engagement
CTR “click-through-rate”
Time on site
Bounce rate
*exact figures not disclosed for NDA compliance
Strategy
NETWORK
“Identify and pursue cross-promotional and collaborative opportunities to insert Knoll into the contemporary design conversation.”
identified and contacted influential design leaders to generate brand affiliation value
developed cross-promotional content for Knoll Inspiration and strategic partners
created, curated, and syndicated content to drive brand awareness
BRAND
“Bring Knoll’s past/present history to life through brand story-telling and the creation of compelling visual content on Knoll.com.”
created compelling narrative content that celebrated Knoll’s past and present
told and sold Knoll’s story of design excellence to online customers
conducted competitive analysis to inform online positioning and differentiation
tailored content for B2B + B2C customer segments
PROCESS
“Optimize processes to drive online customer engagement.”
proposed, tested, and implemented user experience initiatives on Knoll.com
introduced new UX/UI template for Knoll Inspiration
generated business and user insights to inform web development initiatives
developed and implemented SEM + SEO strategy
integrated new CMF options across product pages on Knoll.com
managed budget and freelance contractors
Tactics
PROFIT MODEL
premium
scaled transactions
NETWORK
supply chain integration
merger/acquisition
collaboration
PROCESS
strategic design
lean production
on-demand production
PRODUCT PERFORMANCE
superior product
environmental sensitivity
customization
PRODUCT SYSTEM
product service platform
modular systems
CHANNEL
diversification
indirect distribution
cross-selling
“In a time when Modernism is safely de rigueur—its dictums taught, its champions lionized—it can be tempting to overlook the iconoclasm that defined the movement at its outset, not to mention the uphill battle its advocates faced in convincing the public of the promise of cold-rolled steel when Art Deco ornament was au courant.
Partners In Design: Alfred H. Barr Jr. and Philip Johnson—on view at Grey Art Gallery until December 9th, 2017—considers the legacy of two such individuals, who tied themselves to the mast of Bauhaus functionalism. Furniture, photographs, and industrial and graphic design comprise the more than 100 objects that populate the exhibition, including pieces from Knoll’s early catalogue: Ludwig Mies van der Rohe’s Barclona Chair, Marcel Breuer’s Cesca Chair, Pierre Jeanneret’s Scissor Chair, and Jens Risom’s 666 Side Chair. ”
