Geena Matuson’s work in business development, design and strategy for DIY & Hair Dye.

DIY & Hair Dye

I created a complete development package to turn DIY & Hair Dye, a defunct 14,000-member Myspace community forum, into its own company and social media network. Starting with customer personas, I created branding from concept through to marketing design with brand book covering: logo, brand colors, and naming convention chart.

I developed the website using WordPress cPanel and integrated a forum and user profiles with custom profile options per membership level. Special content is gated behind a “premium” membership with PayPal, which I tested and implemented.

I charted an extensive measurement plan for digital marketing strategy covering awareness, action, retention, referral and winback. Each step in the customer journey was mapped across both free and premium website users by channel: display, email, organic vs. paid social, organic search (SEO) and paid search (SEM); campaigns to be run with Google AdWords and tracked through Google Analytics.