Case Study - Backyard Birds
Our Work in Action
This case study proudly represents Backyard Birds’ website redesign as a local treasure in Matthews, NC. This nature-inspired website reflects their commitment to the local community – online and in-store – and cultivates the wonders of backyard birding.
Solutions:
- Custom WordPress & WooCommerce Site
- User Experience Design
- Website Design & Development
- Website Management & Upkeep
- Digital Hosting
- Branding Design
- Strategic Marketing & Communications Roadmap
- Social Media Marketing
- Email Marketing
- Manages & Executes Annual Marketing & Communications Roadmap for High Impact Implementation
About Backyard Birds:
Backyard Birds is a small independent, locally-owned business that took flight in 1996 under the guidance of the late Roger Ford. What was once known as Backyard Wild has transformed into Backyard Birds, dedicated to serving the diverse needs of backyard birders and nature enthusiasts, spanning from novices to seasoned experts.
Backyard Birds’ brick-and-mortar location offers an exclusive shopping experience, capturing the sheer thrill of luring wildlife through premium seed selections and top-quality feeders, birdhouses, and bird baths, among other treasures. Exciting news – we’ve spread our wings into the digital realm! Backyard Birds now offers the convenience of online shopping, allowing you to explore our curated selection of birding essentials from the comfort of your own home.
A website update offers site visitors a virtual store that brings the joy of birding directly to your fingertips, offering a seamless way to discover and purchase the finest quality seed and meticulously crafted feeders. Embrace the same dedication to quality and service you’ve come to expect from our physical store, now available for your convenience online. Whether you’re a seasoned birder or just starting your birdwatching journey, we’re here to enhance your experience both in-store and online.
Objectives:
- Ensure accessible information architecture for easy content discovery
- Establish credibility
- Align visual elements and storytelling with refreshed branding while improving user navigation
- Establish organic SEO search results
- Increase target market by offering online sales
- Implement a fully responsive solution backed by WordPress CMS
- Digital marketing strategy including social media and email marketing
Phase 1
Prototyping
The Backyard Birds website design project was driven by careful content planning for site visitors’ needs including education about birds and their natural habitat, sale of birding merchandise, and promote upcoming events. Our goal was to help nature lovers understand opportunities in the area, while also showcasing the brands and products currently available for in-store and online purchasing.
Phase 2
Style
Taking clues from the brand’s logo, the new color palette uses a tropical Brown in a slightly muted tone to evoke Backyard Birds’ specific sense of place, while drawing the eye to important information through complementary greens. Subtle overlays of the logo’s shape lend texture and continuity to landing pages.
Phase 3
Bringing the Website All Together
The new Backyard Birds website showcases bird products, educational resources, and promotion of upcoming events hosted by Backyard Birds using a modern, user-friendly experience that allows for an easy online shopping experience, access to birding resources, blog posts for educational purposes, and an events calendar for upcoming events hosted by Backyard Birds.
Phase 4
Managing Implementation & Strategic Growth
Building on the foundational work of the initial audit and redesign, NANZORIGINAL Group transitioned into a long-term partnership with Backyard Birds. We were retained to manage and execute a comprehensive 12-month strategic marketing and communications roadmap, moving beyond planning into active, high-impact implementation.
1. Full-Service Retainer Execution
Being a small operation, Nancy worked closely with the Backyard Birds team to serve as their outsourced marketing department. This collaborative approach ensures that every piece of communication—from a single social post to a major promotional campaign—is aligned with the overarching business goals established in the strategic roadmap.
2. SEO-Friendly Content & Storytelling
To increase organic visibility and establish Backyard Birds as a local authority, we develop a consistent schedule of SEO-friendly content. By targeting specific keywords and phrases relevant to their niche audience, we ensure that their blog and website content not only engages existing customers but also attracts new enthusiasts searching for their products and expertise.
3. Multi-Channel Engagement (Email & Social Media)
A key component of the 12-month strategy was maintaining a constant, professional presence across all digital touchpoints:
Monthly Email Marketing
We design and deploy monthly email campaigns to nurture the Backyard Birds community, sharing seasonal tips, product highlights, and exclusive offers that drove consistent traffic back to the store.
Social Media Management
NANZORIGINAL creates engaging content that builds community and keeps the brand top-of-mind for local birding enthusiasts.
4. Integrated Graphic Design Services
To ensure a cohesive brand identity, NANZORIGINAL provides ongoing professional graphic design services. From digital ad creative to email headers and social media graphics, every visual element is crafted to reflect the brand’s unique personality, providing a high-end, professional look across all marketing channels.
The Result: By retaining NANZORIGINAL Group to implement the strategic roadmap, Backyard Birds moved from sporadic marketing efforts to a consistent, data-driven engine of growth. This partnership allows the client to focus on their core business operations while NANZORIGINAL ensures their digital presence remains vibrant, optimized, and effectively converting leads into loyal customers.
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