Implementing 360º integrated marketing campaigns

Execution

Constantly reviewed, communicated and pivoted the campaigns

This art gallery cafe opened in April 2019 with the goals of becoming an instafamous or top-discussed cafe in NYC and creating a contemporary art space for emerging local and international artists. In this project, I partnered with CrayonHQ and we worked directly with them as their internal marketing team. I worked on creating and executing monthly marketing strategy, review/conflict management, content strategy, influencer marketing, event marketing, sales promotion, and direct marketing strategy.

Duration: 6 months

Tools that being used: Facebook Ad Manager, Facebook & Instagram Insights, Dasheroo, Eventbrite, Asana, Google Analytics, Google G Suite, Mailchimp, Canva, Adobe Photoshop

Which strategy will deliver the most valuable to the targeted audiences?

CrayonHQ and I created a 6-months 360 integrated marketing plan which included social media management, content strategy, public relation, paid advertising, sales promotion and email marketing. We implemented influencer marketing and event marketing. Along with regular organic posting, we developed an assortment of social media advertising campaigns while A/B testing different variations to maximize the result. We created target audience to prioritize the timeline and focus on the execution. BY NAME received monthly analytics reporting, inbound engagement monitoring, monthly strategy recommendation and reputation management. 

The voice on social media is energetic and fun, young and fresh and up-to-date. 

5 marketing strategies that being implemented:

In these 6 months, I systematically reviewed all comments and interactions on Instagram posts/stories/mentions responding to all questions and continuing conversation initiated by followers. Dasheroo, Facebook and Instagram Insights and competitor analysis were used to deliver at the right time to the right people.

Result

Social Media Management

Instagram (@bynamenyc)

Gartnered 4,000 new followers and 5% engagement rate per post

BY NAME had a completely fresh account with no followers and no content. By providing valuable content and sales promotion, the profile saw a total of organic followers growth of 4,000 new followers over the course of 6 months. Engagement increased steadily starting at around 2.5% organic engagement rate in the 1st month, now averaging 5% per post (some boosted posts reached over 60% engagements rate). This 5% per post rate was an particularly exceptional organic engagement rate when related to their follower base.

Facebook (@ByName)

Produced 317 new fans, 1 million impressions and 18% engagement rate

Due to low-budget and slow following on Facebook business, BY NAME Facebook page earned 317 new Facebook fans organically with averagely 5 new fans per week. BY NAME captured a total of 1 million impressions in these 6 months. These stats continued to grow by approximately 20% each month. Engagement rate per post averaged 18%. 

Social Media Advertising Result

$7,000 ad spent generated 1.3 million impressions and 50,000 post engagements

With the marketing objectives of brand awareness and traffic conversion, 6 months of paid advertising and a total spent of $7,000.00 produced:

Influencer Marketing

Worked with >100 influencers and made few instafamous drinks

Influencer marketing acquired a strong positive brand image and community with the right strategies. We partnered with more than 100 influencers, brand ambassadors, bloggers and media to promote BY NAME organically. Below are some of the influencers that we had worked with ranging from food, lifestyle and travel. As a result, BY NAME ‘The Bottle’ was one of the top discussed drinks in social media. Also, the launch of ‘A Sweet Embrace’ and ‘Dreamy Dusk’ drinks on LGBTQ month were being reposted by more than 5 media organically and this brought heavy traffic in store during weekends. 

Event Marketing

Recorded 2.5 millions impressions, $8,500 worth sales and 1,300 Eventbrite RSVP

The 1st event that we hosted was Media Night with over 40 influencers, media and bloggers to widely spread the brand awareness. The 2nd event was the Grand Opening where we run different campaigns to bring traffic in store. For example, we run a ‘Free Food’ campaign, around 1,300 RSVP via Eventbrite and grand opening video teaser. We received 2.5 million impressions from all the influencers and bloggers who mentioned BY NAME in their content and brought 1 hour line after the store opened. The 3rd event was a cross-brand collaboration with a pop-up store, named Softbite in a giveaway campaign which earned 125,000 impressions within 24 hours and captured 450 sales tickets via Eventbrite, which equaled $8,500.00 sales. 

5.0 Reputation/Conflict Management

Managed online reputation and replied in 24 hours

I managed BY NAME online reputation by handling good and bad reviews, repairing bad reviews and providing less than 4 stars review/comment solutions in Google, Yelp, Instagram and Facebook. Each of the reviews and comments are replied within 24 hours. Bad reviews (less than 3 stars) were each solved based on cases by sending private messages and leaving reachable contacts. 

This is BY NAME Grand Opening video which was done by Dot Studio.