WSD Custom Ski is a Salt Lake City high end ski manufactring company. They specialize in fully customized skis built per each customer. Their ex-NASA engineer created a manufacturing process and material list that creates an absolute top of the line product with no corners cut.
I started with WSD Custom Skis in 2012 on their ski team. After a year on the ski team, I received the opportunity to take over as brand and marketing manager. I reworked their entire marketing and branding plans to create a look and feel that was more appropriate for the high end products that they were manufacturing. Highlighted here are my favorite accomplishments.
Name and Logo Change - To clean up old logo and emphasize the engineering theme. The new logo also is more efficient to make into vinyl stickers and will bond better as a die cut in a ski base.
Website Revision - The website is on its third remodel. The first website was in need of a serious overhaul and was changed as soon as possible. The second remodel was after an established year in business and was done by a professional to better suit our brand image.
Highlighted Company Strengths - Engineer built skis set us apart. With Howard Wu's previous employment with NASA and mechanical engineering background, he puts together a ski like no one else can. Our write up on Teton Gravity Research tells the whole story. WSD Custom Skis - Upstarts and Underdogs
SEO - Created company name, title, metadata, key words and key phrases to get the WSD on the first page of Google when searching our highlighted key phrase "custom skis". The original WSD website was found on page 17. My goal was to make it to page 2 of Google in 1 year. After 6 months working with WSD we were at the bottom of page 1. We are currently 4 spaces from the top.
Google Analytics - I use this information to better fulfill customer needs. WSD's all mountain skis are the most visited and retained page. With this information I increased the number of available all mountain skis to give customers a better selection. There was a small upswing of interest in the Japanese market. We added a Japanese athlete to even further continue this trend. He has been useful to communicate through language barriers that exist in the Japan market. I see which pages have the highest bounce rate and determine the cause and correct the issue. Too much detailed information can cause the interested consumer to leave without even reading. Summarizing information or creating a video to easier explain the information has solved some of these issues. I follow acquisitions to see where web traffic is coming from and investigate source. From this I was able to find websites that where WSD was being talked about and am able to follow through on any questions.
Social Media Management - Created social media accounts to display the company's image with high quality photos, only quality content instead of quantity, articles on ski websites that have our customer base
Company Profile Video - set up and created video to promote and use for articles with videographer Matt Pothier.
Graphic Design - Worked with designers to create our most popular graphics.
Ski Design - Created several of WSD's most popular ski shapes and continue to design, build and test prototypes.
Promotion - Set up events to expand the reach of WSD such as the Adventure Gear Fest, demo days and magazine tests.
Team Management - Built a team of influential athletes that create positive interactions as representatives of the company. I set up photo shoots and outside opportunities to further promote athletes and the brand.
Athlete - To promote WSD Custom Skis and create content.