Case Study - A year of Something Else (Growth Marketing in action)
Brand Development/ Content Marketing / UX
THE CHALLENGE
Could Cheltenham absorb the branding and marketing responsibilities of Anna, the small business owner of the local boutique, Something Else?
THE SOLUTION
Cheltenham used the growth marketing mindset prioritizing continuous improvement over the course of the year while designing workflows to encourage clarity, collaboration, and automation.
Objectives /Goals
Increase effectiveness of online marketing based on insights from metrics
Continuous brand development and consistent content marketing
Identify and fill gaps in content publishing
Elevate content quality
Create an email sequence that introduces new leads to the brand
Create sales email that closes sells
Outcomes
Clean modern design with brand personality
12 months of content photography and social media management
Enhanced user experience for the client, partnered creatives, and community members.
$5,183 in revenue through email marketing
$1,494 in revenue through a single automation
+ 617 new email contacts
Our Approach
Content Clarity
Growth marketing blends marketing, sales, customer success, support, and other key operations of your small business. For this mindset, it’s best to know your brand values and marketing insights to establish a continuous improvement phase.
We crafted a brand dashboard in Milanote to communicate vital information between the client, partnered creatives, and marketing team members.
We aligned content creation to business objectives.
We established marketing collaboration with Anna through Airtable, creating forms to gather information directly from Anna and her Shopify store.
Content Creation
✅ Photos taken
✅ Videos Captured
✅ Captions written
Instagram Reels
Content Curation + Continuous improvement
Cheltenham crafted a content workflow to encourage automation and collaboration across marketing channels.
Marketing channels managed:
Blog
Email
Pinterest
Instagram
Facebook
Shopify Ecommerce Website
Clarity for marketing team members
Email Marketing via Omnisend
We noticed a high conversion of sales from our outfit emails. We focused on sending more of this content grossing $5,183 in sales from email marketing.
Top performing email categories
Visual UX design progression adding sophistication and simplicity.
Shopify Website
We redesign the site’s hierarchy to simplify navigation creating a better user experience. We added a lead-generating button on the home page incentivizing sign-ups to the email list.
Our Instagram content strategy focused on creating a positive user experience when digesting content from Instagram with more contrast and larger image text. We focused on increasing reach and engagement.
Instagram strategy
Visual UX improvements over the year
Social Media Management
Consistency is key. 🔑
Items removed from Anna’s to-do list
Blog management
Content Strategy
Copy Writing
Ecommerce Email Marketing
Graphic Design
Photography
Videography
Social Media Management
Website Design/Refresh