Design + Business

Knoll

 

Knoll, Inc.


Objectives

Translate Knoll’s signature modernist design aesthetic to the online channel. Develop user experience initiatives that . online advertisements, Knoll News features, and other forms of owned media.

Develop cross-promotional content for Knoll Inspiration (Palettes, Pulse, In Conversation) with leading voices and influencers in the design industry. Integrate content marketing initiatives across Knoll.com.

Identify and pursue opportunities to integrate Knoll into the contemporary design conversations in order to engage new audiences and markets.


RoleS + Responsibilities

WEB COMMUNICATIONS ASSOCIATE

  • brand + content strategy

  • SWOT + competitive analysis

  • UX/UI testing and iterative development

  • SEO/SEM strategy

  • market development + diversification


Team

SUPERVISOR

David Bright, VP of Communications

MEMBERS

Pete Fallon, Katie Okamoto, Leah Kalotay


KPI Outcomes*

  • Conversion

  • Organic traffic

  • Engagement

  • CTR “click-through-rate”

  • Time on site

  • Bounce rate

*exact figures not disclosed for NDA compliance

 
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Strategy

NETWORK

“Identify and pursue cross-promotional and collaborative opportunities to insert Knoll into the contemporary design conversation.”

  • identified and contacted influential design leaders to generate brand affiliation value

  • developed cross-promotional content for Knoll Inspiration and strategic partners

  • created, curated, and syndicated content to drive brand awareness

BRAND

“Bring Knoll’s past/present history to life through brand story-telling and the creation of compelling visual content on Knoll.com.”

  • created compelling narrative content that celebrated Knoll’s past and present

  • told and sold Knoll’s story of design excellence to online customers

  • conducted competitive analysis to inform online positioning and differentiation

  • tailored content for B2B + B2C customer segments


PROCESS

“Optimize processes to drive online customer engagement.”

  • proposed, tested, and implemented user experience initiatives on Knoll.com

  • introduced new UX/UI template for Knoll Inspiration

  • generated business and user insights to inform web development initiatives

  • developed and implemented SEM + SEO strategy

  • integrated new CMF options across product pages on Knoll.com

  • managed budget and freelance contractors


Tactics

PROFIT MODEL

  • premium

  • scaled transactions


NETWORK

  • supply chain integration

  • merger/acquisition

  • collaboration


PROCESS

  • strategic design

  • lean production

  • on-demand production


PRODUCT PERFORMANCE

  • superior product

  • environmental sensitivity

  • customization


PRODUCT SYSTEM

  • product service platform

  • modular systems


CHANNEL

  • diversification

  • indirect distribution

  • cross-selling

 
 
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In a time when Modernism is safely de rigueur—its dictums taught, its champions lionized—it can be tempting to overlook the iconoclasm that defined the movement at its outset, not to mention the uphill battle its advocates faced in convincing the public of the promise of cold-rolled steel when Art Deco ornament was au courant.

Partners In Design: Alfred H. Barr Jr. and Philip Johnson—on view at Grey Art Gallery until December 9th, 2017—considers the legacy of two such individuals, who tied themselves to the mast of Bauhaus functionalism. Furniture, photographs, and industrial and graphic design comprise the more than 100 objects that populate the exhibition, including pieces from Knoll’s early catalogue: Ludwig Mies van der Rohe’s Barclona Chair, Marcel Breuer’s Cesca Chair, Pierre Jeanneret’s Scissor Chair, and Jens Risom’s 666 Side Chair.
— Knoll Inspiration