Brand Audit
Custom keyboard creation is a passion of mine and one of my favorite brands is Mode Designs. They specialize in creating a number of different keyboard kits and other parts needed to complete the keyboard (e.g., keycaps, switches, etc.).
Although I was familiar with Mode Designs, prior to developing a content marketing plan, I needed to determine where they sat within the custom keyboard world. That's when I conducted a brand audit, looking at their aesthetic, audience, current marketing strategies, and comparative pricing.
Research material that dictated my marketing strategy
Brand Research
Social Media Research
Price Comparisons
This resulted in a better understanding of the Mode Designs from an internal marketing side, as well as how they presented themselves. Mode Designs is a premium brand in comparison to other brands, with most of the keyboard kits themselves starting at $300, while other popular brands start at around $150 - $200.
Due to the premium price point, on their website and within their marketing material, they focus on the craftsmanship of this "premium" board. I also found that although they promoted their products through popular social media, a lot of their traction was from test boards sent to creators within the space to gain feedback and gain potential customers. Feedback from my peers and instructor included comparisons to other familiar brands which may sit inside the same price point to remain applicable.
After gaining a better idea of Mode Design's current market placement, I developed a 6-month content marketing & repurposing plan to market their company through avenues that are potentially missing.
Example Video Idea (by me)
The following short-form video emphasizes the Mode Sonnet, one of Mode Designs' featured keyboard lines. It is known as a worker's keyboard, so the following video depicts a working environment through a cup of coffee, followed by a typing series to promote the keyboard's look and feel.
Content Strategy
Promotion Plan: Blog
To follow up on my content strategy plan, I created an example blog (view here). This blog was part of a 4-part mini series covering individual, prominent keyboard kits from Mode Designs. These blogs covered the main reasons someone would want to get this specific Mode keyboard. Covering size preferences, logistical benefits (mounting styles, customizability, etc.), and thoughts for its targeted audience.
I believed this to fit well within Mode Design's current marketing structure, as they lacked structured articles detailing the uniqueness of each keyboard. The only way to get detailed information on each keyboard was through keyboards sent out by Mode Designs to creators, where they would review them.
Mode Designs Keyboard page with a lack of in-depth information (link)
Their website (see above) included technical details; however, this allows for a personal outlet for Mode Designs, with reasons for their technical design decisions in a narrative manner. Appealing to those at the top of the marketing funnel (awareness) who may be new to the Mode Sonnet or Mode Designs as a whole. As well as appealing to those who are further down the marketing funnel (interest/desire) and are looking for specific reasons to buy the Mode Sonnet over another keyboard. Feedback from my Professor and peers included grammar and wording fixes, which made my article sound more professional as a whole.
Promotion Plan: Data Graphic Poster
To support my blog article series, I created a graphic poster that could be used on a multitude of social media platforms to spread awareness of the series. In addition to spreading awareness of the series, it could be used as a general post for Mode Designs, highlighting the main audience members for each keyboard. I made it like this so it could be used as a standalone post as well as a supporting graphic.
View Full Poster
After gaining feedback from my instructor and peers, my emphasis on which part of the marketing funnel it is targeted towards needs to be improved. Even though it is multi-purpose, at first glance, I can see how it is difficult for a first-time viewer to see what type of content it is. This may also be due to my sizing issues with fonts and imagery.
Social Media Promo
One of the final aspects of creating a marketing promotion was to create a social media campaign covering the 4 major platforms: Facebook, YouTube, Twitter, and Instagram. In an age of short-form content being king, this taught me to create easy-to-understand content that was still on brand. With posts such as Facebook, I stayed on brand through a blueprint, creation phase feel, which is similar to their website's vibe. With YouTube, I went for an aesthetic shot (popular with their current social media), letting their content do the talking. In line with short-form content that is easy to understand.
Mode Designs
Marketing Plan
January 2026 - April 2026 | Written by Micah Watanabe
Mode Designs Logo (Website)
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