Sustainable
is red.
One of my graphic mosaics for Instagram, handmade with Photoshop. @domus_design_store
Finding Domus' true brand identity sure wasn't an easy task. Interior design is a wide and subjective topic, especially in its high-tier market, which is the one Domus have chosen to operate in. Moreover, Italian government aids for interior design known as Bonus 110% and Sconto in fattura 50% just expired, dragging down the whole real estate (including interior design) market to a negative 28.7%.
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That's when they hired me as a Marketing Manager to find out the path to maintain the yearly average income of 1.5 million euros, which is 5 times higher than the Sicilian average for an interior design studio.
After an accurate sales analysis through randomized sampling, I've found the sweet spot between what we offer and what our target wanted: sustainable, yet fine interior design. I've also wrote a 3 years Marketing Plan followed by additional competitors analysis, geo-trend insights, and deeper demographics investigation based on current sales.
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Spoiler: it worked.
And it brought to a
very green awareness increase.
Additional (combined) posts I made after I've been re-hired. @domus_design_store
One of the 3 urban billboard I've made for Domus, featuring near the showroom in Viale Strasburgo, Palermo (Italy). Handmade with Illustrator.
One of the 8 new webpages I've made for Domus. Initially, it was a one-homepage only static website, with no SEO care whatsoever. In 3 months I've brought them in 1st place on Google's search results page, together with FB page and NAP.
Once the sales analysis was done, I finalized and optimized Domus’ website and webpages, created and published 30+ posts and Ads across Instagram and Facebook, including 3 urban billboards placed near the showroom store.
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In just 2.5 months, this resulted in a stuggering +915% organic awareness increase on our target's favorite platform, Facebook, while saving more than 40% on the Advertising budget we initially planned.
€1.5mln
Average yearly income
However, awareness doesn’t stop only at the Social Media level. After an accurate keywords and competitors analysis (5 years to quarterly; local to national), I found the best way to rebuild the website for SERP optimization, without spending even one cent on paid SEM.
After just 3 months, we reached the 1st position in Google's organic results for “arredo [or "arredamento"] ecosostenibile Palermo” (tr.: “sustainable interior design Palermo”). Even though there are several stores with similar names, Domus still remains on top of Google Search results page.
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In the end, I managed not just to reach for the goal of maintaining the yearly income, but even to surpass it by a fairly wide gap. During the 6 months I've worked for Domus just before leaving for my second Master's Degree, the yearly income got €143,282.00 higher.
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After completing my 2nd Master's, I've got (and accepted) a re-hiring offer.
Results
40%
Of saved social
Ads budget
and...
+915%
Organic Facebook awareness
in 2.5 months
1st
In Google Search organic results
in 3 months
+ €143K
Yearly income
in 6 months
even with an overall -28.7% fall in real estate and interior design markets, due to expired government aids.
Software used:
About Domus - Design Store
Palermo, Italy
Domus was born when five experienced interior designers - Davide, Stefania, Giuseppe, Giovanni and Daniele - decided to start their own studio, with their own rules.
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Domus sells high-tier furniture and tiles such as Mirage, Gardenia, and Versace, together with home design projects. We work closely with some of the best architects in Sicily.
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Domus is trusted by locals and clients outside of Palermo too, with an average review score of 5/5 Stars on Google.
After leaving for 1 year to study for my Applied Cognitive Psychology Master's degree in Utrecht - Netherlands, I've accepted a re-hiring offer to come back and work again for Domus as an all-around Marketing Manager. Glad to be back!
Where haute couture meets interior design.
Our 2-floors showroom with some furniture collections by Bugnatese and Mirage.
After leaving for 1 year to study for my Applied Cognitive Psychology Master's degree in Utrecht - Netherlands, I've accepted a re-hiring offer to come back and work again for Domus as an all-around Marketing Manager. Glad to be back!
Wanna know more? Ask my referees:
