THE CHOSEN FEW
The Chosen Few is the first luxury services referral collective for the special events industry; uniting an elite, member base with those who want the assurance of an event that delivers the ultimate in excellence and creativity. The Chosen Few is by invitation-only to its members, who are legendary in their respective fields, serving as trusted resources to those searching for the very best in catering, photography, floral and event design, invitations, entertainment, lighting, party tents and music.
Improve the quality of the site’s content in order to target and address an affluent audience with refined brand positioning, content and a clarified marketing strategy. The most important focus of our approach addressed the site’s audience at various stages of their decision process of selecting the right vendor for their event.
Clarify group’s business model and communicate the members’ expertise in servicing the target audience by using proprietary language; emulating existing membership models, such as Relais & Chateaux, Leading Hotels, et al.
We began by evaluating the effectiveness and messaging of the current web site. We refined the website's copy with content that speaks to TCF audience. Our aim was to amplify the brand messaging and build as much awareness as possible.
The positioning statement we developed set TCF apart from any like-minded service; and the new voice for the brand created a first-of-its-kind platform for TCF as the first luxury services referral collective.
By analyzing, editing and improving the online visibility of the site, studying its architecture, refining search terms and by editing descriptions, we were able to enhance the way Search Engines find and index the site and its content.
With the re-launch, we began driving traffic to the site to build up the B2C and B2B audience through social media, updated search submissions and advertising going forward.
We created social media posts relating to the luxury brand aspects of TCF, thereby expanding the reputation of the service. Utilizing a planned roadmap, we are distributing relevant and consistent high quality content, with the objective of driving meaningful audience action.
We established a communication system between the group’s members, its staff and relevant media outlets including Social Media, the PR agency, etc.
We increased the frequency of communications between the service and the members by issuing monthly communiqués and recommending social media themes and trends to help coordinate their social media efforts.
We developed an easy to manage, cloud-based content management system for members to securely distribute their portfolio content and weekly updates, and improved the flow of materials to the TCF staff.
To build awareness of TCF, we also implemented a program of blog posts distributed under the name of the head of TCF and renowned event services expert, Harriette Rose Katz. This includes “evergreen” content that does not rely on posting date and can be reused and transposed into articles by the PR agency.