Refined Brand Messaging and a Seamless Client Journey Help a Wedding Planner Retain a Personal Touch While Scaling
Client: Elope in Banff
Services: Messaging & Client Journey
Location: Canmore, AB
Industry: Small Business – Wedding & Elopement Services
The Project
Christianne (Chris) Ullmark recently purchased Elope in Banff, an elopement planning and photography company specializing in intimate weddings in one of the most breathtaking settings in the world. With over 12 years of excellence in the elopement space, the brand had a solid foundation, but Chris wanted to elevate it to the next level and make it her own.
Becca and Chris hit it off after meeting at CrossFit, which led to Chris engaging Becca Jules & Co. to help her formalize her ideas, processes, and messaging. The goal? To maintain Elope in Banff’s high standards of personalized, white-glove service while scaling operations smoothly.
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The Challenge
The challenge was twofold:
Elope in Banff’s existing messaging didn’t reflect what makes the company truly unique. We needed to clarify and refine the brand promises, value propositions, and tone, and then weave it into every client touchpoint.
Chris’ sales process was lean and winning. We wanted to map out a client journey to match it, making it easy for current and future team members to give every couple a joyful, seamless, and stress-free elopement experience.
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The Process
We kicked things off with a discovery call and also thoroughly reviewed all of Elope in Banff’s internal documents, including the business plan.
Instead of diving right into client relations, we knew it was essential to establish foundational messaging first. Over a decade in marketing and operations has taught us how important it is for brands to understand who they are, what they stand for, and how they’re different. Once this can be successfully communicated, it then needs to be reinforced at every client touchpoint.
So, after completing a competitor analysis and finalizing the messaging, we transitioned to mapping the client journey. From there, we set up ready-to-use templates and repeatable processes, ensuring the Elope in Banff team always knows what to do next.
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The Solution
Becca Jules & Co. worked closely with Chris to refine the brand’s messaging and client journey. We took a thoughtful and strategic approach to make sure every point of contact reflected Elope in Banff’s personality and differentiating factors.
Messaging Foundation
Our first step was creating a strong messaging foundation that aligns with the company’s values and identity. This included:
Value Propositions
Unique Selling Proposition (USP)
Overall Messaging Foundation
Brand Adjectives & Values
This messaging framework ensures that every team member knows who Elope in Banff is, what sets them apart, and how to deliver the same high standard to every client. It also guides potential clients to understand the value of Elope in Banff’s expertise – without them even knowing it.
Client Journey Mapping
Once the brand messaging was in place, we broke down the client journey into clear, manageable steps. Each stage was designed to deliver a personalized, white-glove experience while keeping couples stress-free and focused on their love story.
The journey was divided into three overarching steps:
Pre-Wedding
Inquiry
Venue and vendor coordination
Marriage paperwork
Itinerary development
Wedding
Day before
Day of
Post-Wedding
Day after
2-3 days post
Week following
Each phase included specific steps and corresponding assets – such as communication templates, checklists, and touchpoints – all carefully crafted and written in the same brand tone we developed, ensuring a consistent experience from start to finish.
Project Management System Implementation
We mapped the steps of the client journey into a project management system, Trello, to keep things efficient and easy to use for everyone. In the system, we created:
Templates for communication
A personalized Trello card for each client
Itemized checklists with the tasks and touchpoints for every stage in the journey
Policies and standards to reinforce expectations
This system allows Chris and her team to seamlessly manage client interactions, ensuring that no detail is missed, communication is always on brand, and everything is completed on time.
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The Result
The project was a huge success. With the brand messaging in place and the client journey mapped out, Elope in Banff now has a clear framework for delivering an elevated client experience. We provided:
Consistency Across the Board: Every client now receives the same white-glove service, no matter who they interact with or where they are in their journey.
Efficient Operations: With the Trello project management system in place, the process is streamlined, ensuring no task or detail slips through the cracks.
Training & Onboarding Tool: The messaging, policies, and processes now serve as a comprehensive training tool for the team, helping onboard new staff and maintain high standards across the company.
Chris feels relieved, happy, and empowered, knowing everything is documented, easy to follow, and aligned with her vision. She is excited to continue refining the brand and elevating the client experience, confident that Elope in Banff can maintain its personal touch as the business grows.
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Client Testimonial
“I am so impressed with my experience with Becca and very excited to continue my journey with this amazing team! They’re prompt, professional, and very genuine! I first reached out for assistance with client management and internal processes for my business, and our relationship has grown. I feel well cared for and so much stress has been relieved. I can focus on growing my business knowing I have someone helping me finetune internal processes and evolve my brand. From messaging to company policies and branding - I’m so very happy, proud, and excited to keep working with Becca Jules and Co. Becca is the real deal and she has curated an amazing team!”
