I joined the Glasshouse team in 2016 to help launch their subscription home maintenance offering in the affluent East Bay region of northern California. In the summer of 2017, they were acquired by AAA.
Employer
Glasshouse
(acquired by AAA)
Timeline
2016 - 2017
Services
Demand Generation
Product Marketing
Content Strategy
PR
Event Marketing
Design Strategy
Key Initiatives
Rebrand
Website Launch
Collateral Production
CUSTOMER JOURNEY
Website Branding + UX Redesign
When redesigning the Glasshouse website, the main challenge was to communicate effectively with two very different audiences: homeowners and general contractors. I worked with a team of designers and developers to bring the content for the website to life, while also carving out lead-generation opportunities throughout the site for follow-up communication.
Communications + PR
Generating Brand Awareness Through Targeted PR
I worked with our PR team to acquire brand mentions in a mix of hyper-local and national publications including 510Families, Dwell, and Forbes to increase brand awareness among potential customers, service provides, and investors.
Account Based Marketing
Real Estate Agent Gifting Program
As a new brand and business model, we were constantly brainstorming ways to spread the word about Glasshouse’s services and technology. One sales and marketing strategy that I helped develop and implement was marketing our subscription home maintenance offering to real estate agents as an alternative closing gift to the traditional home warranty.
Content Marketing
Infographic: 7 Ways Homeowners Can Add Real Value to Their Properties
Content marketing played a huge role in my strategy to connect with Glasshouse’s target customers. In addition to thoughtful articles on our blog and daily social media posts, I created infographics and whitepapers that doubled as lead generation tools for the business.
For homeowners considering making improvements, it can be hard to know which options and projects are best. This infographic quickly displays what upgrades add the most value to a home. Click here to read the full companion article on the Glasshouse blog and explore more of our posts while you are there.