Meristem Communication Strategy Development
By leading the creation of a tailored communication strategy for Meristem, this project repositioned the brand to better connect with consumers during a period of market uncertainty. The strategy strengthened customer engagement and trust through personalized content and effective use of digital platforms.
Context
As the Design Strategist and Design Researcher, I was responsible for conducting market research, analyzing consumer trends, and crafting communication strategies that reflected the Meristem brand’s value to its customers.
I employed a human-centered approach, focusing on understanding stakeholders, customers, and employees to deliver a strategy that addressed their needs.
Details
Time Frame:
May 1, 2020 – July 31, 2020
Role:
Design Strategist, Design Researcher
Involvement:
Research, Data Analysis
Overview
I led the development of a comprehensive communication strategy for Meristem, ensuring alignment with evolving market trends and consumer behaviors. My focus was on crafting effective messaging to strengthen the brand’s relationship with consumers and drive engagement during a critical period of change.
Challenge
The main challenges included:
- Consumer Shift: The COVID-19 pandemic had dramatically changed consumer behavior, making traditional marketing approaches ineffective.
- Brand Positioning: Meristem needed to redefine its role in the lives of its consumers to remain relevant and trustworthy in a turbulent economic environment.
- Customer Engagement: The brand had to find ways to connect meaningfully with its diverse customer base, ranging from mid-level managers to retirees.
Solution
To address these challenges, I:
- Led a survey of 176 respondents, identifying three consumer segments—Unbothered, Disrupted, and Bendable—each with unique needs.
- Created a tailored communication strategy focused on personalized content and engagement for email, social media, and digital channels.
- Proposed using WhatsApp for Business to improve consumer communication and personalized email marketing to boost engagement.
Results
The communication strategy effectively repositioned Meristem as a trusted advisor and partner for its clients during uncertain times. The tailored approach allowed the brand to stay relevant, engage meaningfully with different customer segments, and strengthen consumer trust.
This project demonstrated the value of a human-centered approach in communication strategy, aligning brand messaging with consumer needs to create sustainable engagement and business outcomes.