Live Life Out Loud.
Boho is a retail store located in the Hinton Historic District of Hinton, WV. They carry a variety of clothing, jewelry, art, furniture, art supplies, and more, including Fiestaware dinnerware and handmade soaps. The store is very welcoming and the business is very community-minded. In fact, on their website, you can find a page that leads you to other things to do or places to visit in Summers County, including Pipestem State Park.
In February of 2019, Boho selected Starry Eyes Media to provide their business with a complex marketing plan, web development, photography, and brand development. With an idea already in mind for the logo concept, we decided to do a brand based on those colors and styles.
From Painting to Branding
When the WV Hive contacted us with a technical assistance request for Boho, we were happy to help. The owner, Kristal, had a concept for her logo already in place, based on the painting by her husband, Carl Thompson. She wanted to keep the handpainted feel as much as possible. We integrated the “Marker Felt” typeface into the logo to give the name a handwritten appeal, and to match the vinyl decals that were already in place on the Boho storefront. Our graphic designer, Cecelia Thompson, meticulously illustrated the flowers in the logo with the use of her Wacom tablet and pen. Our team took this concept and put it into other projects that were requested, such as stationeries, rack cards, and the website.
By creating a vector logo, this allows Boho to have a brand that can be placed on any background and stretched to any size without the worry of pixelation.
Paint Your Own Reality With Boho.
Product photography was made easy by the beautiful interior and lighting found in Boho. Although her inventory rotates and she rarely carries the same thing twice, it was still important to photograph what was on hand. This allowed us to showcase the types of items sold on her other marketing materials, such as the website and rack cards.
Inside you’ll find a wide variety of local merchants selling their handcrafted items. From soaps, to jewelry, to art – you can always find the perfect gift at Boho. Besides, who doesn’t love Fiestaware? It’s a local favorite!
Although we can’t publish it here, Starry Eyes Media developed a complex marketing plan for Boho, and when we say complex, we mean complex.
The process for establishing a marketing plan began with a discovery session wherein we gathered some basic operations info from Kristal. The next step was to begin researching who the target audiences are and how we would connect with them. Part of this step involved defining buyer personas so we could identify real-world scenarios in which we would connect with members of each of the three target audiences we identified.
With target audiences defined and personified, we next completed local market studies to glean some statistical information on the size of the target audiences in the region. Another key element within our local market study was our competitor and SWOT analysis.
With a clear direction of who to market Boho to, we were next able to compose a digital media plan that outlined social media strategies, website management strategies, and other promotional strategies.
We wrapped up our marketing plan with a detailed list of short-term and long-term recommendations that were backed by our research. We also included an appendix, listing research references with hyperlinks.
West Virginia Artwork Focused
Since Boho is focused on local art, crafts, and goods, we wanted to bring this to life in the design of Boho’s marketing materials. We used photographs of local goods and bright colors to really bring an appeal to the rack card.
Technical Assistance Request
The WV Hive is an initiative of the New River Gorge Regional Development Authority whose mission is to connect entrepreneurs with the resources and expertise they need to grow successful companies right here in the Mountain State. Kristal selected Starry Eyes Media as her preferred marketing vendor in partnership with the WV Hive.
Out Loud Online
Due to the nature of how Kristal sources her products, an e-commerce solution didn’t fit into her business model. Tasked with constructing an informational-type website, one of our goals was to convey the brand’s colorful and sunny disposition while making it easy for customers to get in touch. The direct purpose the site serves is to provide those interested in signing up for stained-glass classes a way to directly submit their information to Boho.
Part of our content marketing recommendation was for Kristal to feature an artist each month. Keeping in mind that Kristal would be managing and maintaining the site once it launched, we structured the “Featured Artist” section in a way that would be easy and convenient for Kristal to update.
Outside of giving and collecting information specific to Boho, we thought visitors would enjoy a “Our Community” page, a friendly feature promoting Hinton, WV. When we initially spoke with Kristal about her projects, it was clear that she loved Hinton, a city experiencing the early stages of a local business renaissance. To promote this movement, we assembled a section on the “Our Community” page that serves as a directory for Hinton’s businesses and attractions. Aside from being a helpful tool to travelers interested in visiting Boho, who might find more of a reason to make the trip knowing there are other attractions, this section also fueled a portion of our SEO strategy for Boho’s site.