Challenge
Pahl's market campaign goals: • Increase in-store traffic & sales • Increase csa sales Pahl's Market is a gardening center located in Apple Valley, Minnesota. They came to us with two main goals: to drive more customers into their store, and to increase the sales of their Community Supported Agriculture program. Checkerboard teamed with Pahl's to set up an effective integrated marketing platform which they have been able to execute beautifully. First let's look at some numbers: the results of our efforts.
Solution
PUBLIC RELATIONS We harnessed the local media to deliver Pahl’s message to the greater Twin Cities area. PUBLIC RELATIONS We established a consistent email newsletter contact list and grew it by more than three times. SOCIAL CONTENT STRATEGY A balance of community interaction and entertaining content with promotional offers populate the social media channels of Pahl’s Market. Our program enabled Pahl's internal team to provide the day-to-day authentic content, while our team developed the promotional content and connected it with the Pahl's Market Localized Content Pahl’s expanded to 33 pick-up locations throughout the Twin Cities for their CSA program and we made sure those areas were found. Plant Library To expand the network of keywords on the Pahl’s Market website, we built the plant library which now houses more than 1,500 varieties of plants. This library can be managed by their own team. Additionally, we increased search and filter options to increase the usability. Consistent Content Stream We worked with Pahl’s internal management team to devise a program to provide a consistent content stream to their ever-growing network. SOCIAL CONTENT STRATEGY Pahl's network continues to grow and bear fruit. It is important for marketing programs that sell farm-fresh product for an entire year to meet their mark (not sell too much, not sell too little). We have consistently met Pahl’s annual sales goals for the last three years. The site continues to expand their network size of current and prospective customers through old and new communication channels. TARGETED PROMOTIONS We leveraged their current networks by targeting their Facebook followers and their friends within the geographical proximity of their CSA pickup locations. SOCIAL REACH We boosted the reach of the content they were posting to a target market which is already conntected in their network. This greatly increased the audience. KEYWORD ADVERTISING We aimed to own all of the top positions for people searching for CSA programs and gardening centers in the areas they served. RETARGETING Visits to their site that didn't make a purchase recieved special messages in their feed promoting their programs. SOCIAL CONTENT STRATEGY A balance of community interaction and entertaining content with promotional offers populate the social media channels of Pahl’s Market. Our program enabled Pahl's internal team to provide the day-to-day authentic content, while our team developed the promotional content and connected it with the Pahl's Market • 90% AUTHENTIC • 10% PROMOTIONAL
Results
• 80% Email Open Rate • 35% Monthly Newsletter Open Rate • 3300000 Impressions • 46 Placements • 127% Increase In Mn Traffic Here's A Breakdown Of Pahl's Posts • 9.2k Connections New Connections • 43.4k Engagements Interaction With Their Content Across 36.2k Unique Users. • 4m Content Reach Pahl's Content Was Presented To Millions Of Their Targeted Customers. Pahl's network continues to grow and bear fruit. It is important for marketing programs that sell farm-fresh product for an entire year to meet their mark (not sell too much, not sell too little). We have consistently met pahl’s annual sales goals for the last three years. The site continues to expand their network size of current and prospective customers through old and new communication channels. • 23,150 Subscribers • +6,053 From Last Year 2x The Increase From Last Year. • 14,556 Likes • +3,062 From Last Year. Focused Advertising Rose Likes 7,281 In 2014 • 1,726 CSA Sales • 3.5x Sales From Last Year, 70% Over Goal • 37,789 Social Traffic • +759% From Last Year • 141,788 Mn Web Visits • +70 From Last Year • 3.9 Million Social Reach • 30% Increase From Last Year
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