Intro
Craigslist has grown exponentially since its launch in 1995 despite remaining virtually aesthetically unchanged. This is a calculated decision on behalf of the company in order to reduce the amount of staff they employ, as well as keep operation costs low and profits high. Although Craigslist is not publicly traded and their earnings are confidential, AIM group estimates revenues of $1 billion in 2018. According to Forbes, in 2017, Craigslist only employed 50 people and bore minimum operating costs. Despite the international popularity of Craigslist, 2019 earnings are estimated to have dropped 27% and as a result the company could greatly benefit from a rebrand in order to remain prevalent amongst its many modern competitors.
Purpose of Rebranding and the Importance of Planning
Rebranding a company requires evident reasoning as well as a calculated approach. This article will focus on rebranding Craigslist for the following reasons
In order to promote revenue growth
Capture a wider demographic of users
Offer a modernized and user-friendly customer experience.
In order to successfully meet these goals Craigslist will implement the following changes
A modern face lift with a familiar but updated logo, as well as a redesigned website and mobile-app
User-profiles with a five-star rating system as well as verified users for added safety
The ability to post promoted ads for a flat-fee
Revitalized social networking, which will also act as another avenue for customer service
The sale of Craigslist merchandise
Although Craigslist has seen worldwide success (serving over 700 cities across 70 countries) a rebrand would greatly benefit the company’s overall image and brand identity. Despite the growing number of daily users, Craigslist has a reputation of dangerous people using their service. According to a Washington Post article, 100 murders have been linked back to Craigslist. Although this is an extreme minority of cases, headlines such as the one used in the aforementioned article deter certain demographics away from the service. A complete rebrand will give Craigslist a friendlier look and feel and more importantly adds features to ensure the safety of its users.
Aesthetics
The aesthetics and design language of a company is one of the most important aspects of the brand and its identity. The modernization of Craigslist’s brand identity is an important step of rebranding that will accelerate the growth of the business, and allow the service to distinguish themselves from its competitors. We have brought Craigslist into the 21st century by redesigning the service from the ground up.
Some of the visual changes to the brand include
An updated logo
Redesigned website
Redesigned mobile applications
The new concept logo uses a softer pastel shade of purple, and changes the old serif-font to a sans-serif font. This updated logo gives a friendlier and more modernized look to the brand. The redesigned websites and mobile applications have been updated to have a up-to-date and familiar user experience on all platforms (desktop and mobile). The new designs offer a cleaner and more intuitive user experience that consumers will learn quickly and easily and will open up Craigslist to a much wider demographic who will be met with an intuitive yet familiar brand identity as well as user experience on all platforms.
Current Web Welcome Page
Redesigned Concept
Current Mobile Welcome Page
Redesigned Concepts
Current Web Homepage
Redesigned Concept
Current Mobile Homepage
Redesigned Concept
Functionality
Aesthetics are not the only thing to consider when rebranding a company. Functionality, features, and the user experience of a product or service are imperative to a successful rebrand.
In the case of Craigslist, we have added a number of features such as
User profiles and verified users
Online and in-app direct messaging
The ability to post promoted ads
Enhanced user profiles and verified users are an important new feature that will improve Craigslist by making the platform easier to use and safer. Enhanced user profiles allow you to add a profile picture, endorse other users as legitimate buyers and sellers, and introduce a star rating system visible by all users. We have also added the ability to be verified by submitting a picture of a valid government I.D for review to Craigslist. These features will provide peace-of-mind for users by allowing them to use their best judgement before meeting other buyers and sellers through the evaluation of ratings, pictures, verification as well as endorsements. Online and in-app direct messaging is a new feature that will make Craigslist easier to use by providing a new way to easily contact buyers and sellers. Finally, promoted ads is another useful feature being implemented into the service as they offer users the ability to post promoted ads which will appear on the homepage of Craigslist for a flat fee. This is an important feature for enterprises and users who want their ads to be seen by as many people as possible.
Revamped User Profiles (Mobile)
Social Media & User Interaction
Craigslist currently has no social media presence which can be detrimental to a brand in 2020. Social media presence can act as a way to keep consumers engaged, promote the brand, and provide a different avenue of customer service for consumers. As part of rebranding we will be making a Facebook page, Twitter and Instagram for Craigslist. All social media accounts will be updated with the new logo and branding, and will post at least twice a day in order to stay active with consumers. All of the social media pages will implement a new “Craigs Ad of the day” daily post which will promote a paid ad chosen by the social media managers. The revamped social media accounts will also be used for customer service. Customers will be able to mention or direct message these social media accounts, and the social media team will answer questions or inquiries within 2 – 3 business days.
Merchandise
As part of this rebrand, we will be implementing a new feature called “Craigs store”. Craigs store will be offered online through the website, as well as the mobile applications. Craigs store will feature merchandise designed around the new logo and branding that we have developed. Merchandise serves as a great way to make extra revenue, while also marketing the service when consumers wear and use our products. Craigslist merchandise will be simplistic and modern to match the newly designed logo, website and mobile applications. Moreover, Craigs store will not feature any advertisements, products, or services from users of the platform and will solely consist of merchandise sold by Craigslist. Merchandise sold on Craigs store will include t-shirts, hoodies, phone cases, and hats, and will come in a number of designs and sizes. The merchandise will also be gender-neutral in order to promote inclusivity.
T-Shirt Merch Design
References
Dewey, Caitlin. “Think Twice before Answering That Ad: 101 Murders Have Been Linked to Craigslist.” The Washington Post, WP Company, 28 Apr. 2019, www.washingtonpost.com/news/the-intersect/wp/2016/01/11/think-twice-before-answering-that-ad-101-killers-have-found-victims-on-craigslist/.
Mac, Ryan. “Craig Newmark Founded Craigslist To Give Back, Now He's A Billionaire.” Forbes, 3 May 2017, www.forbes.com/sites/ryanmac/2017/05/03/how-does-craigslist-make-money/?sh=76143b0b27b1.
Mandese, Joe. “Craigslist Revenue Slides 27%, Marks First Significant Erosion Ever.” Craigslist Revenue Slides 27%, Marks First Significant Erosion Ever 01/31/2020, 31 Jan. 2020, www.mediapost.com/publications/article/346488/Craigslist-revenue-slides-27-marks-first-signifi.html.
Zollman, Peter. “Craigslist Cracks $1 Billion in Annual Revenue, AIM Group Finds.” PRWeb, 22 Jan. 2019, www.prweb.com/releases/Craigslist_cracks_1_billion_in_annual_revenue_aim_group_finds/prweb16048362.htm.
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