gonitro.com
This is the main marketing web property for Nitro. I directed as well as contributed to creation of all content while working with other marketing leaders to define strategies.
Biggest challenge
Businesses vs. individuals
Speaking to 2 very different customers with a single website experience created a lot of confusion and users often did not get to the right end goal. I led an initiative to create a way for users to self-identify allowing us to direct them to an experience that was optimized for their needs.
Individuals (Consumers) Flow
I created a very simplified experience to highlight the feature set of the product, supported with specific use cases. All flows drove traffic to the cart and trial download pages. After the change, we saw an increase in both trials as well as cart visits which immediately increased online revenue.
Consumer Homepage
The homepage for consumers was focused around the features of the product. I wanted to highlight what the product can do to help an individual do what they need to do and explain the value with specific use case examples.
Business Flow
We worked with our sales team to optimize this experience to better qualify each lead as well as increase the volume of those leads. This experience is focused much more around how Nitro can help improve business as well give the user more confidence by allowing current customers to be our best spokespeople. After the change, we saw an increase in qualified leads, without a drop in online revenue.
Business Homepage
Cart design
Purchases are made through a third-party vendor which does not allow for a lot of customization. We are really only able to skin the cart.
Campaign Assets
Nitro runs quarterly content marketing campaigns. I directed the creation of all of the assets as well as all of the creative to drive these campaigns. The campaigns were run both in house as well as through an external vendor.
Sales Kickoffs
I direct and design the production of all company-wide sales kickoff assets. I work with sales leadership to find a theme, then I take it and run with it.
Nitrovana – Smells Like Team Spirit
I had this idea based on sales leadership wanting team building to be the main focus. I created the whole event around an album release party.
Each attendee’s nametag was a VIP ticket, which included icebreaker questions (i.e. “Best show you’ve ever been to”) which made a massive impact in bringing together reps from all over the globe.
I turned the schedule into an old school CD case. Inside was an invite to the all company party at the end of the sessions.
Nitro Training Camp – Creating Champions
The goal for this session was to focus on the customer and making them as successful as possible. I pitched the idea of helping the customers “win a championship. We created player cards for 12 featured customers, and where player stats would usually appear, we put the stats of their contracts so reps can use them as a reference.
![](https://ericgnelson.com/wp-content/uploads/SKO-training-schedule.png")
AER Nitro – Acquire. Expand. Retain.
Acquire, expand and retain was already the goal for year coming from sales leadership, so the theme came directly from that. AER Lingus was the main inspiration, so everything else was based around travel. I also built a microsite with the schedule and recordings of past sessions to be used to reference later.
The schedule was made to look like a passort and included a map of the locations of various different events so out-of-town attendees could have some direction.Annual hoodie designs
Each year, every employee gets a holiday gift which includes a Nitro hoodie with a custom pop-culture themed graphic. Each year I would also include a handful of company culture contributors to assisst with the concept brainstorming.
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