TSSG
Role
Social Media Designer
Company
The Stilwell Specialist Group (TSSG)
Scope
Social Media Graphics and Video Content
Dates
December 2023-Present
Social media graphic and video content for a startup generator sales training organization.
TSSG, a startup based in New Haven, Connecticut, needed to build up its audience on social media in order to increase visibility and conversions. The business uniquely fills in a missing gap in the sales training world by being the only coaching group focused exclusively on Generac brand dealers. However, with a minimal social media presence, TSSG needed to become a step ahead of rising competition.
Dealers are using outdated sales techniques, losing touch with their customers and resulting in lower sales. TSSG sales coaching brings sales specialists into the world of the modern buyer with proven sales processes and techniques. The company sought to communicate this point of difference to its audience.
Research
Research was conducted on the content of existing sales trainers. The niche has evolved over the years to include very large names in the business with similar design style choices. A majority of this content incorporated large, sans serif type. Short-form video content was used with the addition of subtitles.
I also evaluated the company’s current social media pages. The accounts were lacking in visual consistency, as well as valuable content. I made the decision to develop a consistent visual look across all platforms, tying in elements of the company’s existing visual identity while also taking inspiration from the research.
Graphics Template
In order to build out a consistent brand on social media, I created a template that would be used for all graphic content based on the existing brand identity.
The first iteration of the template focused on using the brand’s colors. While the layout was effective in communicating the information, it was ineffective in making the brand distinguishable from other sales training companies.
The final version of the template includes a brick wall pattern which was inspired by the brick wall behind the main desk in the New Haven office. It is often used as a backdrop for the brand’s short-form video content. The graphic template would be used for quotes and other text-based posts on Instagram, Facebook, and LinkedIn.
Short-Form Video
The brand’s Instagram and TikTok videos focus on providing valuable insights and tips for sales dealers. All videos are edited to include captions, transitions, and cuts from the original footage. When editing the videos, one of the main focuses is to make it as engaging as possible with cuts and other transitions.
Long-Form Video
In addition to editing short-form content, creating long-form video for the YouTube channel provides the audience with valuable insights into the day-to-day operations of the company, as well as the results it delivers for clients. The videos make use of the developed visual identity for title and topic slides.
I also created a YouTube intro using the company’s slogan, “Train, Grow, Win,” which will be used in all future long-form content.
Results
The graphics template, as well as the new short-form video strategy, has contributed to an increase in engagement and followers across all platforms. Across TikTok and YouTube specifically, TSSG has already seen a substantial increase in views, likes, and comments after implementing these design changes and bringing consistency across the pages.