CASE STUDY: LEADOUT
About the Company
Leadout is a hands-on leadership training game. Developed by internationally known and respected leadership consultant, Charles Hosford, the game is still in wide circulation. Corporations, universities, HR departments and business consultants and trainers incorporate this three hour interactive experience into their retreats, seminars and leadership development programs. Leadout is a uniquely analog experience in a digital world.
Although Leadout still experienced steady sales through referrals and word of mouth, the family felt it was time to bring it’s digital presence, and digital commerce, into the modern age. Hosford’s daughter, Leslie, who now oversees the production and distribution of Leadout wanted to see sales grow while keeping hours on marketing minimal. The old website had been done internally and grown organically since the 1990s and was no longer reflective of the brand, nor did it provide an intuitive user experience. Plus, it was difficult to understand what the product was and it’s credible place in the leadership training landscape.
Red Door worked with Leslie and the other family members to create some mock-ups of the site so everyone could see, understand and approve of the direction of the new design. “The most wonderful thing was that the original mock-up was exactly what we wanted — Kris really captured it,” says Leslie.
The new site is easy to navigate and captures the vibrant legacy and market uniqueness of Leadout, while reflecting the product’s packaging. Best practices SEO and content strategy were built into the site. In the first month Leadout had a 15 percent increase in sales. By the end of the year their sales were up 25 percent over the year before. A fresh website was the only thing Leadout invested in that year — they have done no other active marketing.
“Kris guided me with a gentle hand, but kept a firm handle on the schedule and cost. She was always on point. Yet, it felt organic — it never felt like a rush, or that my need to spend more time on some decisions was a negative. She kept it fun and was inclusive in creative decision-making,” says Leslie. “I couldn’t have done it without her expertise.”