3 Ways to Use your Downtime to get Down to Business

Shadowland Logo before and after
June 27, 2018

For many businesses, summertime brings some much-needed downtime – which gives you time to get down to business on your business. Maybe it’s checking on your business plan progress, setting some new goals – or taking a look at your marketing and advertising.

For one of our Southwest Michigan clients, summertime is primetime – so we took advantage of their winter slowdown to get them ready for the spotlight. Shadowland on Silver Beach is a premier wedding and event venue, located alongside Lake Michigan in St. Joseph, Mich. Beach-side ceremonies flow into sunset cocktails and rocking receptions in a modern, classy event space. The amazing amenities, combined with exceptional, personal service, have made Shadowland a hall of fame venue for The Knot Best of Weddings, and a winner of the WeddingWires Couples’ Choice Awards two years running. But that premium experience was not reflected in Shadowland’s logo or their website. So we took advantage of their downtime to help them revamp their visuals. Here’s how you can get down to business in your downtime:

  1. Get it down on paper

You may know your business inside and out, but it’s important to get everyone on the same page. Literally. With Shadowland, we developed a Brand Definition, which defined their target audiences, values, personality traits and values. It also identified what set them apart from the competition. This definition gave us a great base for both external marketing and internal training.

  1. Button down your priorities

When it comes to priorities, everything should circle back to your business goals. Are you looking to grow in your current market? Break into a new market? How are your current marketing and advertising assets serving you in communicating to your current and potential customers? In Shadowland’s case, their logo and website did not reflect the premium experience offered at the actual venue. As we developed the new logo, we also considered how the look and color palette would carry into their upcoming website redesign and other marketing materials.

  1. Dig down into what matters most

Once you have your business priorities in order, focus on the tools that best help you achieve your goals – and in most cases, your website is your most important tool. Make sure your website’s content, design and user experience are attracting both current and potential customers. When we redesigned Shadowland’s site, we made sure to incorporate the fresh, modern look and color palette of their now logo throughout, and revised their content to both reflect their new brand definition and also to optimize for search engine optimization.

Ready to get down to business? Let us know – we’d love to help you use your downtime to grow your business.