Fruit Company Offered Finest Products, but Lacked Measurements for Success

With zero ability to measure ROI on marketing initiatives and zero integrated digital marketing strategy, Shoreline was operating at a disadvantage. Though their website effectively meets the needs of direct visitors, Shoreline Fruit was missing a vital component – a holistic marketing strategy designed to expand their audience, reaching those still steps away from the “visit a website” piece of the customer journey. They had built the piece, but the audience wasn’t coming. We dug into the data-driven realities of Shoreline Fruit’s ideal and targeted audience. Using this market research data and our understanding of the stages of the customer “path to conversion,” Advance 360 fashioned a comprehensive campaign. The campaign focused on identified targets as well as other targets determined during our collaboration with Shoreline Fruit. Next steps involved converting this knowledge into action.

“One of the things Advance 360 will be helping us with specifically is social media. Since January, our Facebook likes have already grown 116% and our LinkedIn followers are up 146%.”

fruit-stats2 Fruit Company Offered Finest Products, but Lacked Measurements for Success

Peter & Company Jewelers Increases Awareness and Revenue with Strategic Marketing

By all accounts, Peter & Company was a successful Cleveland jeweler. With their concentration on special occasion jewelry, diamonds and engagement, and specialty brands, they had all the devices to gain and keep their clients’ attention.

But at Advance 360, we knew that with a strategy centered around events and special occasions, true gains could be made. We built for them a layered campaign with evergreen, event, and other segments, targeted at those that could be most influenced.

Marketing Challenge

Peter & Co. is a single point customer service oriented jewelry retailer that has been in business for 30 years. They have/had partnered with jewelry specific agencies over the past decade. Peter & Co. wanted to understand how their marketing efforts were performing, have a better knowledge of their customer base, and be able to better leverage the digital space.

Our Solutions

  • We proposed becoming their Agency of Record to handle ALL marketing efforts
  • A full CRM and POS data analysis was performed
  • Custom reporting was created to track both web analytics and POS performance in one place
  • We built them a 12 month media calendar including digital, video, print, radio, signage, etc.
  • Our team coordinates and/or activates and optimizes all of the media plans
  • Our creative team initially designed campaigns for Always On, Mother’s Day, Spring, and Summer

Capabilities:

  • Display impressions
  • Campaign management
  • Design
  • Video
  • Photography
  • Responsive rich media
  • Social media marketing
  • Print advertising
  • Email
  • Direct mail
  • Blog
  • Exterior signage
  • Store collateral & signage
  • Swag items
  • Catalogs
  • Holiday website
  • Campaign analytics
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Creative Samples

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Technology Changes the Nature of Online Giving

Understanding your audience is the sacred piece of any puzzle. Who are your donors, and what drives them to engage with your organization? What characteristics can you count on your donors to have, and how can you strategize to find more like them? As the digital agency of record for a large mid-west nonprofit organization, Advance 360 began with these questions.

But there were real goals to solve. Donor relations is becoming even more important, but with resources waning, the hand-to-hand nature of these relationships is being eclipsed by a desire to drive transactional gifts. These automations, when done well, can still feel personal, allowing staff the time to concentrate on the kinds of relationships that might still require them to be present.

Such was the case for our client.

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This activity was generated in Q4, 2017, and compared to the same periods of the prior year.

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Creative Strategy

These results represent a creative shift as well. With the personal connections missing, it became increasing important for the creative to generate the emotion that might have been conveyed by discussion. Stories about how contributions served individuals in the community became the currency of the engagements. Multiple stories were tested, and determinations made on the value of each based on their conversion metrics. Optimizations were performed in accordance with the best performers, amplifying the work of single stories and pieces of creative over time.

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Notable

As is often the case in nonprofits, budgets must be fluid based on audited revenue from previous years. In Q4 2017, the organization needed to decrease spending by 20% over 2016. Even with this decrease, the Return on Investment (ROI) improved by 2.8 times.

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