2023 Cash Color Audit Report
Section 1
Objective
The focus of this audit is to determine the best way to transition the focus of Cash Color’s online brand from selling prints only to featuring original artworks by Artist Caitlin Shirock through market research.
To identify the opportunities presented in this report we have assessed the following:
- Market/Industry Research
- Local + National Competitors
- Existing Site Content
- Industry Keyword Research
- Website Structure Assessment
Your Company’s Brand Statement / Elevator Pitch
Artist Caitlin Shirock offers original artworks and reproduction prints designed to add more joy to your home decor.
My primary goal is to create artwork for people’s homes that will act as a constant reminder of a special moment in their lives that brought them joy.
- Original Artwork Customer
- Well+Wonder
- Print Shop Customer
- Nursery Decor Customer
- Age: 25-54
- Gender: 80/20 female/male split
- Socioeconomic Status: Middle to high
- Location (Local Customers): Tennessee, California, Texas, Florida, Georgia
- Shoppers/Value Shoppers
- Food & Dining/Cooking Enthusiasts/30 Minute Chefs
- Lifestyles & Hobbies/Family-Focused
- Shoppers/Bargain Hunters Home & Garden/Home Decor Enthusiasts
- Shoppers/Shopping Enthusiasts
- Lifestyles & Hobbies/Fashionistas
- Lifestyles & Hobbies/Pet Lovers
- Media & Entertainment/Movie Lovers
- Media & Entertainment/TV Lovers
- Home & Garden/Home Decor
- Apparel & Accessories/Women’s Apparel Gifts & Occasions/Gift Baskets
- Apparel & Accessories
- Apparel & Accessories/Outerwear Apparel & Accessories/Activewear
- Gifts & Occasions/Holiday Items & Decorations/Valentine’s Day Items & Decor
- Apparel & Accessories/Men’s Apparel
- Home & Garden/Home Furnishings
- Baby & Children’s Products/Baby & Children’s Apparel/Children’s Apparel
Section 2
How does Your Company stack up against competitors?
Currently the content on your site is primarily geared towards informing your customers. The next highest intent is “commercial” which indicates partners, galleries, wholesalers, and other businesses are able to navigate your site to find the answers they need.
It will be important to shift the commercial intent to highlight the Well+Wonder partnership and feature any other business relationships through blog posts.
Section 3
What happens off-page, or off-site, matters too.
Steph’s Strategy with emails is working and once we have more photos of original artwork we can feature more artworks in the future.
| Artstar | More print focused but possible partner potential, I like the women curators / artists on the site.. | https://www.artstar.com/ | |||
| Charish | It can’t hurt to apply to be listed on Charish – I would like to understand more about their commissions and product display rules. | https://www.chairish.com/collection/paintings/abstract | |||
| Charish Artist Page | https://www.chairish.com/shop/cuemsi | ||||
| Gina Julian+ArtSugar Collab | Collabs can be great, and I like how this artist featured the collab on her site but I’d don’t think this is where your Original Art customers are located. | https://artsugar.co/products/pink-petite-op-art-lucite-candy-dish | |||
| Artist Collectives | I like this one! But again, I want to make sure you don’t get spread too thin with original artwork “on hold” in too many different locations. I think this is worth applying to and finding out the commission and display rules. | https://www.tappancollective.com/ | |||
Section 4
Updates + Changes
Visual Element Changes:
- Eliminate the script font.
- Re-work the “Brand Style Guide” for the website. (Have Nathan update the Theme Code”
- Color palette can be adjusted but we still need to maintain a consistent group of colors so the site doesn’t feel disjointed.
- Photos, photos, photos. I like the idea of working with a stylist, but ideally we would be able to shoot in a few locations to make that more valuable?
- The Artroom App is an option, but it can be problematic and challenging to get all the elements to line up in order for it to look right. But we can try it if the photo of the original artwork is taken at the right angle to fit in the frame. We can experiment!
Blog Recommendations
- Still need to do at least one post every 4-6 weeks.
- Current blog strategy of posting events, new partnerships, art drops, etc. will help keep the site feeling current.
- Possibly an updated interview post with “Artist” Caitlin Shirock?
- Review About page, Commissions page, and meta descriptions to update to update and align focus with “Caitlin the Original Artist” language.
- Can we round up any new quotes available from Pet Portrait, Commission, or Original Artwork customers?
Section 5
Now what?
- Photos, photos, photos! The more fantastic lifestyle product photos you can round up the more your website will look the way you want it to.
- Settle on how to manage Original Artwork pricing changes. (Reduce by 25%, 30%, or 35%?)
- Decide on fonts. Which fonts did you use in the logo mockup?
- Logo Revamp
- Update Copy where needed.
- Apply to Tappin Collective and Charish.
- Discuss merits of future collab partnerships. How to find financially viable opportunities?