In 2018 we had the privilege of working directly with Waltons’ National Marketing Specialist and later their Chief Marketing Officer. The brand was struggling to replicate its offline marketing success online. Our main objective was migrating Waltons’ presence into the digital space. The brand was also understaffed, having only one internal designer. Reagency was enlisted to help with the digital transformation and to supplement design.
The first major challenge faced by Waltons was a lack of understanding regarding digital marketing, the team had great ideas but required a strong creative team to execute those ideas in the right space using the right channels. Digital transformation can be challenging for any business with a deep-rooted company culture. There’s always a fear of doing something that doesn’t sit right with the brand, and rightfully so. It’s easy to mistreat a brand as widespread as Waltons.
Having previously worked with a number of large corporations, Reagency had the right experience to treat Waltons’ corporate identity with care while meeting marketing’s objectives. We started out with a knowledge transfer, sharing key insights with members of the Waltons team. If we were going to help Waltons thrive in the digital space it was crucial that the entire team had an understanding of the processes required to succeed. We worked closely with the National Marketing Strategist to streamline email marketing, social media marketing, and pay-per-click advertising. The idea was to supplement internal shortcomings while leveraging the company’s strengths to empower the marketing team to correctly position Waltons online.
After working together for 2 months, Waltons began selling consistently online. It was an initial challenge to step into the market as micro-retailers were the suppliers of choice for individuals. However, we had helped Waltons take a strong position as the go-to supplier for bulk office stationery. We started by building brand awareness through campaigns focusing largely on community and school involvement. Thereafter we began to leverage reach and impressions to drive traffic to direct sales via targeted Google and social media campaigns. Resulting in a steady supply of online sales to supplement Waltons’ offline success.