CASE STUDY : RSC EVERGREEN PROCESS
Sample view of one month’s Evergreen tickets with Jira.
ABSTRACT
For two months after joining the Radio Systems Corporation (RSC) as the Content Strategy Manager, I evaluated processes currently in place. The Product Content Specialists were responsible for the brand’s entire portfolio of eComm product detail pages, but were updating fewer than 100 pages per year. The brand’s SEO efforts had stagnated and much of the information available to customers was out of date by about seven years. A process was built, communicated, and implemented over a cross-functional team to update more than 600 product detail pages in a calendar year.
CHALLENGE
The responsibilities of updating the eComm product detail pages had been reallocated three times over the three years prior to my onboarding. The two-person team in place did not have any SEO experience, nor had they been assigned an on-going project of this size. The cross-functional team mates responsible for collaborating with my team on the technical specifications of the product detail pages were extremely hesitant to adopt a new process.
SOLUTION
Through change management best practices and one month of a process design phase followed by a month-long Beta phase, the Evergreen Project was established. This was/still is an on-going process that would enable two Product Content Specialists the ability to update, technically fact check, and upload content onto 600+ product detail pages within one calendar year. Jira, the ticketing system already in place, would be utilized.
Phase one goal for the first year (2021/2022) of the project was to update every single page.
Phase two of the project (2022/2023) would include a more intense focus on optimizing for SEO once a digital marketing stakeholder could be assigned to assist.
RESULTS
Over 150 product detail pages were updated in the first 90 days.
Other teams within the organization adopted the Evergreen framework to update their content and assets.
Two SEO projects spun off; one project saw a 50% increase in YoY organic traffic and 266% increase in revenue
“The Evergreen processes helped improve communication with cross-functional teammates, and streamline reviews to ensure content deliverables were met ahead of schedule. ”