Copy-heavy-section alert!
Shutterfly wanted help writing and organizing an absolutely colossal repository of marketing copy. It featured high-level elements like their brand positioning and brand story, and it trickled down to core brand benefits, reasons to believe those benefits, and granular demonstrations of the reasons to believe as well. And that was just at the brand level. They asked for the same effort across each of their eight product categories as well. This messaging blueprint was the first initiative of its kind for Shutterfly, and the massive finished product immediately became a hugely helpful and unifying tool for their entire marketing team.
I’ve highlighted a few excerpts from the project below:
SHUTTERFLY BRAND PURPOSE:
We enable connections to memories, moments and people.
BRAND PROPOSITION:
The one-stop shop for personalized creations made your way and unique, ready-to-buy, artist-designed items.
BRAND STORY:
Shutterfly is the go-to destination for all the unique and personalized items that connect you to special memories, moments and people. With so many beautiful products and expertly-crafted designs to choose from, you’ll always find the one that inspires you. And whether you want to make something in minutes, customize every little detail, or shop ready-to-buy, artist-designed items, you’ll love what arrives on your doorstep. Guaranteed.
BRAND BENEFIT 1 (Why should I choose Shutterfly?)
Create. Your Way.
- Make something in minutes or customize every little detail — our simple-yet powerful tools and time-saving services give you options.
BRAND BENEFIT 2
Extraordinary Selection
- With so many beautiful products and expertly-crafted designs to choose from, you’ll always find something you’ll love.
BRAND BENEFIT 3
Value You’ll Love, Guaranteed.
- We promise world-class photo quality at prices you’ll love, and if you’re not 100% happy, we’ll always make it right.
CATEGORY: GIFTS
CATEGORY BENEFIT 1
Quality Gifts They'll Love
RTBs
- Our world-class printing technology prints beautifully on virtually every surface, from delicate fabrics to stainless steel, so the photos and designs on your gifts are always crisp, clear and vibrant.
- From ultra-luxe Sherpa fleece to natural marble stone and much more, you can choose premium materials for your gift and make it even more special.
- We’ve earned one of the printing industry’s highest certifications, so your photos print beautifully on all kind of gifts.
- Every item is individually printed in the USA by a Shutterfly expert, so your special gift always gets the special attention it deserves.
- With our world-class printing and premium products, the gift you create always turn out great, or we’ll make it right with our 100% Happiness Guarantee.
CATEGORY BENEFIT 2
So Many One-of-a-Kind Gifts
RTBs
- With our inspiring selection of products and designs, you’ll always find a gift that says, “I know you.”
- From one-of-a-kind, personalized creations to unique, ready-to-buy items, you'll always find the right gift for the people you love.
- Easily browse our unmatched selection of curated products and designs and find truly unique gifts for the special people in your life.
- From blankets to drinkware to puzzles and more, you'll always find unique gifts that your loved ones will love.
- Whether you’re celebrating your grandparents, grandchildren or a grand opening, we have so many unique gift ideas for the people and moments that matter most.
CATEGORY BENEFIT 3
Unique Gifts Made Easy
RTBs
- Easily browse our inspiring selection of gifts and add your personal touch to your favorite in just minutes
- Our user-friendly tools make it easy to turn special memories into special gifts in just a few taps.
- Create priceless gifts in 3 simple steps: Choose your favorite item, upload your photo from social media or your phone, and add some extra details if you like.
CATEGORY BENEFIT 4
Priceless Gifts at Prices You'll Love
RTBs
- Enjoy great prices every day on one-of-a-kind gifts they’ll love for years.
- With hundreds of unique gifts under $25, you don't have to spend a fortune to make someone feel special.
- From tote bags to coffee mugs and more, create priceless gifts that start at $9.99
This truly is only the tip of the iceberg. Just for fun, here’s a screenshot of one of the nine total tabs in the final spreadsheet:
