‘Pick Your Own’ Brand

EMWeb was brought on to run an email marketing program and to implement new processes & programs to help to improve the organization’s year-round marketing efforts. A multi-faceted sales approach with critical & timely execution of tasks and consistent messaging was implemented, centered around a newly designed website. An organizational goal was long-term, sustainable growth so the brand could ‘speak for itself.’

Work involved simultaneously developing and executing an annual strategic marketing plan – with short and long-term goals. This was accomplished by evaluating current systems, improving where needed and implementing a new social media (META) ad campaign.

EMWeb executed integrated messaging with linked tracking across 6 unique technical platforms, including Mailchimp, Shopify, Ticket Tailor, Ticket Spice, META, Google, etc. while supporting other contractors in creating landing pages and sharing best practices.

Result: increased brand awareness, with improved customer UX (fewer clicks to key information and buy signals), with corresponding revenue growth for a business that was in process of doubling its capacity.  To do this, the email marketing list and communications were doubled (by strategic linking, CTAs, and social media ads). A previously lagging 3rd location was re-launched via a multi-channel marketing blitz in 2023, via EPK, early press releases, supporting a newly hired PR coordinator, created landing pages for a newly hired Google Ad Expert, and built a new META ad program.

Efforts were successful which raised overall brand awareness and created excitement in expanded geographic region (now two states and three key metropolitan areas). EMWeb also produced original photography, original copy-writing, and countless graphics while populating a team archive and media library with dozens of re-usable templates.

Mailchimp – Organically and strategically doubled email list into active communication platform with customer base, with consistent open rates well over 60% (send and resend non-openers combined). Was named “Mailchimp Maven” by the company for exceptional results utilizing EMWeb’s non-standard, proprietary email strategy. Created educational and sales automations that ran at different points in seasonal calendar. Also fixed data collection/protection issues from legacy omni-send pop up, and protected 6-figure email list with data backups and key tagging for strategic targeting.

Facebook/Instagram/META – Content creation, post scheduling, highlights, and automated features. Set up and managed keyword-based auto DMs to minimize staff time and increase pertinent sales. Stories, Reels and coordination of content with team. Original photography (examples of EMWeb photography is below)

Shopify – EMWeb built a completely new “brand umbrella” website design to enhance customer experience, which had been fragmented by confusing click structure. The multi-functional e-commerce website required visual and structural improvements and “self-service” educational content for visitors in the form of a FAQ and “Visit Us” Content.

Ticket Tailor – list and interface management including creating innovative box office design elements to cross-sell locations. Importing, tagging lists for targeted sales in following years.

Ticket Spice – Box office & tracking, including Open Graph considerations, UX design to maximize completion of sales and troubleshooting for team. Utilizing platform tools to sell product to ticket buyers in a timely fashion.