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Trust20 Marketing Strategy
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Trust20, a food safety training course provider, needed a comprehensive annual marketing strategy to align advertising, email marketing, social media, and content efforts across all teams. The goal was to create a structured yet adaptable plan to guide marketing initiatives, ensure cross-team collaboration, and drive measurable growth.
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We developed a Fiscal Year Marketing Overview—a high-level strategy document that provided a clear roadmap for all marketing initiatives. This document served as both a planning tool and an accountability framework, ensuring that all marketing efforts were aligned with T20’s business objectives. Each section of the strategy was paired with a progress tracker. The strategy was designed to be flexible, allowing for adjustments based on performance data and market trends.
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We began by setting broad annual goals that encompassed all areas of marketing, including brand awareness, customer acquisition, engagement, and retention. These goals were then broken down into quarterly plans with specific campaigns, content themes, and promotional pushes to ensure a balanced and strategic approach throughout the year. To maintain alignment across teams, we created an integrated marketing calendar that outlined key initiatives across advertising, social media, email marketing, and content. This ensured that all teams were working in sync and leveraging their efforts for maximum impact. Additionally, we implemented a monthly review process to track progress against key performance indicators, allowing for adjustments and optimizations as needed. Continuous collaboration between marketing teams was a key focus, ensuring that insights and successes were shared across departments to refine and enhance strategies in real-time.
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Since implementing this structured marketing plan, Trust20 has seen a consistent year-over-year revenue increase, supported by a 116% growth in total advertising spend ($3.97M vs. $1.84M). This strategic investment led to a 312.7% improvement in conversion rates (18.42% vs. 4.55%), demonstrating the effectiveness of a coordinated marketing approach. Additionally, marketing efforts drove a 167% increase in traffic from Google Ads and generated 48,987 purchases through paid channels. Engagement metrics also improved significantly, with total clicks rising by 78% year-over-year (1.08M vs. 609K). Beyond performance metrics, the company has tracked improved brand awareness by participating in key industry events, strengthening its on-the-ground presence, and fostering new partnerships. This structured marketing approach has created a scalable and repeatable framework for long-term growth, ensuring efficiency and sustained success across all marketing functions.
Trust20 Brand Identity
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As Trust20's marketing agency, we were entrusted to roll out a full re-brand, including a new logo and colors. Trust20 was new to the market, and brand awareness was still low. We needed to maintain some of the brand’s original visual identity while ensuring new visuals and messaging aligned better with the company’s current products.
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We began by researching the brand positioning of competitors to see what colors, tones, and key messaging pillars they gravitated toward. From there, we focused on aggregating as much information and feedback as possible from Trust20 team members and stakeholders to understand the direction of Trust20’s brand identity.
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To facilitate our feedback, we hosted workshops with individual Trust20 teams, stakeholders, and the CEO. Throughout these workshops, we identified patterns in data that informed our final decisions with our brand.
We reflected heavily on our past brand identity during this progress and chose to amplify and improve existing aspects. For example, we worked with the internal design team to expand upon our brand colors, elevate our brand fonts, and incorporate new illustrations and graphics into our brand kit.
To guide our messaging and tone for Trust20, we created mission, vision, and values statements. These were created in tandem with our updated visual brand kit and utilized the feedback of team members and customers. Since working on Trust20’s brand identity, we’ve updated these statements twice to reflect the growth of Trust20 over the years.
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Branding work is notoriously hard to quantify. However, in the first year since the new brand identity rolled out, YoY revenue increased by 99.28%.
In 2024, he held a market share on Google of 25% in competition with competitors, which was a 7% increase from 2023.
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