Here are four (4) case studies that showcase how integrated marketing strategies are used to increase visibility, engage audiences, and ultimately increase revenue for our diverse business partners.
Case: United States Hydrogen Alliance
Skills: Strategy, content copywriting, graphic design, website development, social media engagement, earned media, event coordination, B2B membership + project management
Client Background: The United States Hydrogen Alliance (USHA) is a nationwide trade association representing companies within the hydrogen fuel cell industry to advance public policies to promote growth in the hydrogen economy.
Challenge: As a relatively new entrant into the hydrogen trade association market, USHA lacked visibility, consistent branding, and a strong value proposition for its targeted member companies and policy leaders.
Our Approach: I collaboration with USHA leadership, performance data was gathered to assess the most successful channels to target. A business analysis was conducted to identify key drivers of companies that became USHA members within the last six months. Lastly, participation in meetings with current and potential members was done to obtain insights on critical questions, business interests, and the best approach to draw in new members.
Strategy: Organizational opportunities were used to engage current members and attract new members to join. Opportunities such as annual membership renewal, Board of Directors elections, and "member-only" participation in the 1st Annual Hydrogen Policy Leaders Convention were used.
Additionally, significant changes in branding were made to marketing collateral, a new website was launched, effective video content and testimonials were developed, and high-quality, eye-catching images were used to elevate organizational prestige. Consistent social media content was produced to highlight key industry news, promotion of op-eds and articles featuring USHA leadership, and feature association members to attract new followers and engagement weekly.
Results: The United States Hydrogen Alliance experienced a 20% growth in membership.
USHA received increased visibility through organic means by launching a new website, engaging supporters on social media channel(s) with a +106% growth in LinkedIn followers and participation in strategic trade shows and conferences.
Internally, USHA achieved a 90% engagement rate with organizational membership through email campaigns and hosting its 1st Annual Hydrogen Policy Leaders Convention.
Case: Athena Acupuncture & Wellness Center
Skills: Strategy, social media content, online webinars, content copywriting, design application + project management
Client Background: Athena Acupuncture & Wellness Center is a private practice specializing in the modalities of acupuncture, cupping therapy, moxibustion, and other natural Traditional Asian Medicines that balance the body, mind, and spirit.
Challenge: The COVID-19 pandemic and regulatory challenges placed the practice in a narrow pool of potential patients. This left the firm heavily reliant on referrals, Instagram, and listings based on insurance coverage to generate leads.
Our Approach: Historical performance data was gathered to establish customer persona(s) specific to Athena Acupuncture & Wellness Center. Once that was established, strategic decisions were made with the purpose of raising local awareness and elevating Athena Acupuncture & Wellness Center to the top of mind of targeted patients.
Strategy: The strategy to reach new potential patients searching for alternative health providers included establishing four new channels - paid social ads, monthly promotions, educational events, and email.
Social media is the practitioner’s strongest channel. Together, we focused on creating content that adds value and the opportunity to define the Athena Acupuncture & Wellness brand. Additionally, social media also increases recognition through sharing, providing greater customer insights through interactions and it's one of the best ways to build trust with your audience by sharing your most authentic self through photos and videos.
Results: Athena Acupuncture & Wellness Center has experienced + 2,600% growth in total new patients.
Athena Acupuncture & Wellness Center seized the opportunity in March 2022 to utilize Women's History Month and the start of a new Spring season as avenues to highlight, amplify, and connect with its largely female audience. During the month of March, engagement on Instagram increased by +300% and the number of followers by nearly 10%.
Case: Recovery & Resilience Centers
Skills: Strategy, web content, content copywriting, paid social video ads, design application, + project management
Client Background: Recovery & Resilience Centers (R&R Centers) is an early-stage start-up opioid addiction treatment clinic in a highly regulated industry.
Challenge: As a start-up, R&R Centers needed more awareness and visibility. Additionally, the marketing funnel needed further development and R&R Centers' unique value proposition required amplification.
Our Approach: Customer research and a comparative analysis with R&R Centers' top market contenders was implemented. Based on research and company objectives, the top marketing priority was to establish a funnel and build an infrastructure for R&R Centers grounded in credibility, human connection, and commitment to supporting patients with substance use disorder.
Strategy: To achieve growth, collaboration with clinic leadership placed a special focus on targeted paid social video ads, educational social media content, special promotions for new patients, and blog development. This was in addition to the Google AdWords campaigns already being utilized. A full website renovation would later become a focal point for the clinic.
R&R Centers increased awareness of the opioid addiction crisis through monthly themes such as “Opioid Awareness Month” in July and established “Resilience Takes Practice” in August during National Wellness Month. Themes were implemented across blogs, social media, and paid acquisition campaigns.
My work also involved identifying R&R Centers' target customer(s). To achieve this, a series of video ads were produced to test response rates from seniors, parents of minors, and millennials.
Lastly, leadership pivoted into creating a new website that would be more conducive to generating organic SEO traffic.
Results: My work with Recovery & Resilience Centers (R&R Centers), yielded a 200% growth in new patients. The new website resulted in a 300% increase in traffic generated from organic search and a +11% decrease in the bounce rate. During my time with R&R Centers, the number of Instagram followers increased by 800% and the number of Facebook page “Likes” by nearly 4%.
Lastly, while some of the video ads were unsuccessful in attracting the targeted population, tests did reveal R&R Centers’ target audience which led to more focused marketing campaigns.
Visit RandRcenters.com to view the site.
Case: Scott Harvey Wines
Skills: Strategy, content copywriting, email marketing, event marketing, design application + project management
Client Background: Scott Harvey Wines is a well-established, family-owned winery in Amador County with customers that favor specialty wine varietals native to the Shenandoah Valley.
Challenge: Prior to 2020, online sales and digital promotion infrastructure were limited.
Our Approach: Historical company data was complied to identify the best-performing promotions, maintained consistent communication with customers, and made ordering wine online as easy as possible.
Strategy: To achieve this level of growth there was a special focus on promotions, social media, and email marketing.
Generating awareness and staying connected to customers through lifecycle marketing was a must due to the natural attrition rate of subscribers. Furthermore, targeted segmentation of the email list was important because naturally some promotions and events were based on the customer's wine club membership, geographic location, and favorite type of wine.
Additionally, the winery began to promote virtual wine tastings, virtual events, and holiday promotions. When limited in-person events were allowed those were promoted to welcome back customers to the winery and tasting rooms.
Results: Scott Harvey Wines increased online sales by 167%.
For example, October was one of the most successful months during my time with Scott Harvey Wines. The main Halloween promotion was a mystery box of wine (either 6 or 12 bottles). The audience really enjoyed the anticipation of a surprise. The opportunity was ripe to test the audience's response to GIFs in the email correspondence to express fun and cheerfulness (something we all needed during the pandemic.) The audience loved it and sales nearly doubled from the previous year! Additionally, the winery hosted a sold-out outdoor movie screening of “The Rocky Horror Picture Show” where wine sales continued to increase into the holiday season.