Digital Marketing Services
Digital Strategy. Customer Journey Optimization. Campaign Development. Email Marketing. Website Design. UX Design. Digital Audits.
Client: The Maple Guild
Services: Campaign strategy; asset creation including ads, emails, web design, social content and product photography.
Objective:
My client’s goal was to increase online sales by 20% by EOY to align with their strategic shift to prioritize their online DTC business.
Insights:
A growing trend of consumers supporting local “homegrown” businesses
A consumer desire for meaningful gifts, not just “stuff”
Strategy:
Position maple syrup as a meaningful gift.
Execution:
We launched Maple Gift Sets, bundles of popular items, for purchase on the website with a unique holiday gifting landing page, as well as gifting messaging and design elements throughout the site.
We targeted new consumers through awareness campaigns on Google, Instagram and Facebook, positioning maple syrup as a meaningful holiday gift. We leveraged The Maple Guild’s large email subscriber audience to capture previously engaged potential customers.
On Black Friday and Cyber Monday, we introduced two sales: Free shipping on orders containing a gift set and 50% off bottles of maple syrup. We supported these sales with messaging throughout the site, three email blasts, social posts, and ads on Facebook and Google (including retargeting).
Results:
The campaign was hugely successful, achiving way beyond the client’s goal of 20% increase in sales. Gross sales were 64x the previous period, and 23x the same period the previous year, more than a 2,000% increase in online sales.
In the 5 days the campaign ran, we achieved 1.9x the sales of the entire previous year.
Client: Hameau Farm in the Big Valley
Services: Branding, web design, digital strategy, content strategy, email marketing, photography, video production, asset creation.
Objective:
My client’s initial ask was to update the digital presence of her existing business (a youth summer program), which she had been running analog for almost 22 years.
Insights:
Businesses need an online presence with a positive UX and clear, consistent messaging.
The client is a solo business owner and whatever digital strategy is put in place will need to be sustainable for her
Strategy:
Develop a brand and a digital strategy that is sustainable for a solopreneur.
Execution:
I started by creating a logo and brand guidelines to legitimize her business as a brand. In order to capture the charm of the business, I used design elements directly from its customers (girls age 7-14), and developed a font using the handwriting of the owner.
Once the brand was built, I designed a website, created brand merchandise and an online storefront, and introduced social media accounts and a sustainable content strategy.
Once the digital footprint was in place, we had new objectives: increase awareness and enrollment. So I designed and executed awareness and conversion campaigns on Facebook and Instagram. I implemented an email marketing strategy and system to manage her growing customer base. Automated emails allowed her to keep her customers engaged with little to no effort.
Results:
Hameau Farm has an entire online community thanks to its digital presence. In addition to a growing social media following, we have a flourishing alumni network on Facebook, and a healthy email subscriber growth.
The business has become a brand, we’ve even had two customers get the logo as a tattoo!
We began this process in 2018, so when the COVID-19 pandemic hit in 2020, she was set up for success. Because of her email marketing strategy, she was able to communicate well and quickly with her customers, and her business grew rapidly through the pandemic. Enrollment increased from 67% in 2019 to 123% in 2021 (there was a wait list) through paid campaigns. In 2022 she added an additional session to her program to meet higher demand.
Client: Hello Future
Services: Workshop design & facilitation, campaign design, landing page design, content strategy, email marketing, asset creation.
In the fall of 2021, I worked with a team of colleagues at to develop a campaign for a non-profit as part of a company volunteer program.
Objective:
Raise $150K & increase brand awareness for Hello Future
Insights:
Demographics most likely to donate to charity that overlap with Hello Future’s donor demographics: Successful 50+ y/o women, College educated individuals, people who work in tech, entrepreneurs
Successful people had help to achieve their success and enjoy the opportunity to recognize those people
Strategy:
Develop a campaign that encourages social sharing and gives successful people an opportunity to recognize someone who helped them achieve success.
Execution:
We started with a workshop where the creative team and Hello Future team discussed insights and stimulus, and ideated. Together we developed the “Dream Maker” campaign, a digital platform that allowed users to honor a person who helped them, by helping someone else. We leveraged Thanksgiving and “the season of gratitude.” Donors would visit the Hello Future website, honor their "Dream Maker" with a donation, and receive a custom digital plaque with that person’s name and a personal thank-you. Donors were encouraged to share the plaque on their social channels and tag the "Dream Maker," and nominate three friends to do the same.
We worked with an influencer management company, who also volunteered their time, utilizing influencers to create momentum for the campaign. We also designed an email campaign to engage existing donors, and social media content for Hello Future’s own channels.
Results:
The campaign garnered 210k+ impressions, 48k+ engagements, and the Hello Future website saw a 40% increase in traffic.
The campaign raised just over $31k and attracted 28 new donors. Unfortunately many participants chose to forgo the donation and customized plaque, and post a screenshot and their “Dream Maker” nomination (much like the “ALS Ice Bucket Challenge,” which saw 2.4M videos, only 14% of which came with donations).
Despite some of the A-listers who were tagged as part of the nomination (Sophia Bush, Justin Long, Charlize Theron, Kelly Clarkson), there was virtually no uptake on answering the challenge among influencers.
Additional Work:
