Case Studies

Attic Box Stories

www.atticboxstories.com

Attic Box Stories is a video editing company that creates 15 minutes movies from the footage and photos that families collect but never have time to watch.

Result Summary

• More recurring sales.
• Greater opportunity to market to wider audience.

History

Torrie started her company, Red Thread Stories, in 2005 to edit foreign adoption videos.

After the clients saw their adoption video, they wanted her to edit their other family videos. That gave her the idea to expand her market into family video, but she didn't want to alienate the Red Thread Stories target audience by using the same site to sell services beyond the adoption niche.

Site Goal

Attic Box Stories needed to expand her client base from adopting families to all families.

Also, Torrie wanted to offer a higher end product targeting upper middle class incomes that could afford her services.

Site Solutions

The Attic Box Stories site couldn't just be the Red Thread Stories with a different logo. The target audience and the selling message were different.

Red Thread Stories main selling point is convenience and cost-efficiency to a budget-minded audience. Attic Box Stories needs to sell quality and individualization to a more brand-conscience buyer.

Since the purchasing individual for the videos were women, Attic Box Stories is designed to be more organic and less corporate than Red Thread Stories. The design contains more curves and asymmetrical elements with clean lines. Torrie wanted the site to reflect artistic and professional.

Another solution was to focus on her motion graphics which differentiated her product from the other family video companies in her market space. Though most of the content is similar to Red Thread Stories, we added a portfolio page which showed short clips of her videos that included motion graphics work integrated into the video.

Results

Torrie currently uses the site to cross-sell her services by offering general family videos to clients who've already bought adoption videos from her.

Attic Box Stories produces more recurring income. The majority of families do not adopt more than once so Red Thread Stories' clients usually buy just one video for one adoption.

Attic Box stories introduces a new product, the Yearly Family Video where Torrie takes a year's worth of video and photos and sums up the good parts in a watchable 15 minute length.

Also, since the site opens up her client base to all families, she passes out more Attic Box Stories business cards because she's more likely to meet her target audience in the normal course of her day.