Woven is a fast-growing online sustainable brand specializing in artisanal handwoven textiles and home decor. The company was founded in 2010 and has gained a reputation for its unique and high-quality products. In early 2022, Woven invested in digital marketing to expand its reach and boost online sales.The Challenge:Woven recognized the need to enhance its digital marketing efforts and hired Teri as its Paid Social, Google Ads, and Email Marketing Specialist to lead this initiative. However, Teri's first task revealed a significant obstacle: the absence of tracking pixels across their digital properties. Without proper tracking in place, Woven's data was inaccurate and incomplete, making it nearly impossible to measure the effectiveness of their marketing campaigns.The Solution:With extensive experience in digital marketing, Teri immediately understood the importance of data accuracy in achieving meaningful results. She initiated a comprehensive audit of Woven's digital assets and identified the lack of tracking pixels as a critical issue.Teri's plan to address this challenge included:1. Implementing Tracking Pixels: Teri worked closely with Woven's web development team to ensure the correct implementation of tracking pixels across their website and email campaigns. This step was essential for gathering accurate data on user behavior, campaign performance, and conversion rates.2. Optimizing Email Marketing: Teri also identified room for improvement in Woven's email marketing strategy. She conducted A/B tests to fine-tune email content, subject lines, and send times. Additionally, she segmented the email list to deliver more personalized content to different customer segments.3. Data Analysis: With accurate tracking, Teri analyzed the data collected over time. She monitored user journeys, click-through rates, and conversion metrics to gain insights into customer behavior and preferences. This data-driven approach helped her make informed decisions for future marketing campaigns.4. Performance Tracking: Regular performance tracking became a cornerstone of Teri's strategy. She set up customized dashboards and reports to keep the Woven team informed about the progress of their marketing efforts. This allowed for real-time adjustments and optimizations.5. The Results:Teri's expertise and dedication to improving Woven's digital marketing efforts profoundly impacted the company's performance. The results spoke for themselves:- Revenue Growth: Within a year of Teri's arrival and the successful implementation of tracking pixels, Woven's revenue saw an impressive 90% year-over-year increase. This growth exceeded all expectations and solidified Woven's position as a leading player in the home decor industry.- Improved ROI: With accurate data and ongoing optimization, Teri significantly improved the return on investment (ROI) for Woven's paid social, Google Ads, and email marketing campaigns. The company was now able to allocate its marketing budget more efficiently.- Enhanced Customer Engagement: Through personalized email marketing and targeted social ads, Woven strengthened its relationship with its customers. Engagement metrics, such as open and click-through rates, showed substantial improvements.

Conclusion:Teri's audit-driven approach, coupled with her expertise in digital marketing, turned Woven's challenges into opportunities for growth. By implementing tracking pixels, optimizing email marketing, and continuously analyzing data, she played a pivotal role in driving a remarkable 90% year-over-year increase in revenue. Woven's success story with Teri is a testament to data-driven marketing strategies' power to achieve significant business growth.

Aplos is a dynamic brand in the hemp/CBD non-alcoholic beverage industry, dedicated to delivering high-quality, wellness-focused products to its customers. Seeking to enhance customer retention, reduce acquisition costs, and identify passionate brand advocates, Aplos turned to Teri, a seasoned digital marketer, to create and manage a Facebook group for their brand community.The Challenge:In the competitive hemp/CBD non-alcoholic beverage market, Aplos aimed to build a vibrant brand community, nurture customer relationships, and pinpoint enthusiastic brand ambassadors. The company enlisted Teri to lead this endeavor, aiming to retain current customers and decrease acquisition costs through customer referrals.The Solution:Teri devised a comprehensive strategy anchored in a challenge-based approach, utilizing the "Natural Magic" theme for the Dry January Challenge to incentivize participation. Her strategic steps included:1. Establishing the Facebook Group: Teri launched the "Natural Magic" Facebook group, offering a platform for customers and prospects to embark on a holistic journey to limit or stop drinking alcohol, share their experiences, and connect with like-minded individuals.2. Content and Creative Assets: She crafted engaging and informative content for the entire campaign duration, which included posts, videos, and graphics to keep participants motivated and engaged throughout their journey.3. Multichannel Promotion: To attract participants, Teri deployed a mix of email marketing, SMS campaigns, and paid social media advertisements, directing them to a highly optimized landing page that detailed the wellness challenge and the benefits of joining the Facebook group.4. Automated Email Flow: Teri implemented a computerized email flow designed to nurture subscribers' interest and encourage them to become active Aplos Facebook group members.The Results:Teri's well-executed strategy delivered remarkable outcomes for Aplos:- Over 300 Participants: The Aplos Facebook group attracted over 300 participants, including existing customers and new prospects eager to explore Aplos' hemp/CBD non-alcoholic products and healthier lifestyles.- 30% Increase in Revenue: In January and February, new customers who participated in the Facebook Group generated 20% of Aplos' total revenue. This validated the Facebook group's effectiveness as a retention and acquisition tool.- Reduced Acquisition Costs: Through the Facebook group's influence in converting participants into loyal customers, Aplos achieved substantial reductions in customer acquisition costs compared to traditional marketing channels.- Emergence of Brand Ambassadors: Over time, active Facebook group members naturally evolved into brand ambassadors. They enthusiastically shared their favorable experiences with Aplos' products, referred friends and family, and contributed to further lowering acquisition costs.Conclusion:Teri's inventive and strategic approach to establishing and managing the Aplos Facebook group drove retention, reduced acquisition costs, and successfully identified and cultivated brand ambassadors within the community. The Facebook group emerged as a potent tool for enhancing customer engagement and loyalty, ultimately advancing Aplos' revenue growth and sustainable marketing initiatives. Aplos effectively transformed its customer base into a supportive and passionate community, resulting in heightened customer satisfaction and brand advocacy within the hemp/CBD non-alcoholic beverage market.

Prima is a prominent CBD wellness brand committed to delivering high-quality products that promote health and well-being. Prima's marketing efforts were consistently challenged by Facebook and Google account restrictions, necessitating a shift toward owned marketing. Teri, an experienced digital marketer, was brought in to develop a first-person marketing strategy, integrating email, SMS, and a groundbreaking direct mail campaign to maximize the brand's potential during Black Friday Cyber Monday (BFCM).The Challenge:Prima faced significant obstacles with advertising on Facebook and Google due to restrictions in the CBD industry. These limitations required a creative and effective approach to reach and engage their audience during one of the most critical shopping seasons of the year, BFCM.The Solution:Teri orchestrated a multifaceted strategy that capitalized on the power of first-person marketing and integrated Postscript with Shopify and Klaviyo to set up customer behavioral triggers. Her innovative approach included:1. Direct Mail Integration: Teri implemented a direct mail campaign using Postscript as an additional touchpoint for customers to connect with the brand during BFCM. This was a unique approach that stood out in a digital-dominated landscape.2. Behavioral Triggers: Teri set up triggers within the Postscript system to monitor customer interactions. If a customer fails to open an email or engage with an SMS campaign, Postscript automatically triggered a direct mail postcard with the BFCM offer. This personalized approach aimed to recapture the attention of disengaged customers.3. Lookalike Audiences: Teri leveraged Postscript's capabilities to create lookalike audiences based on the brand's existing customer data. These lookalike audiences were used for targeted direct mail campaigns, reducing customer acquisition costs while expanding Prima's customer base.The Results:Teri's innovative strategy delivered impressive results for Prima during the BFCM period:- 40% Increase in Revenue: The integration of direct mail as an owned marketing channel, combined with behavioral triggers, resulted in a 40% increase in revenue during BFCM compared to the previous year.- Enhanced Retention Strategy: The direct mail campaign became an integral part of Prima's customer retention strategy, providing an effective means of reengaging disinterested or disengaged customers.- Reduced Customer Acquisition Costs: By using lookalike audiences and the direct mail channel, Prima managed to reduce customer acquisition costs by 15%. This demonstrated the efficiency and cost-effectiveness of owned marketing.Conclusion:Teri's innovative implementation of a direct mail campaign powered by Postscript proved to be a game-changer for Prima during the challenging BFCM period. This approach not only circumvented the limitations imposed by Facebook and Google but also significantly boosted revenue, improved customer retention, and reduced customer acquisition costs. Prima's success story showcases the importance of creative marketing strategies and the growth potential when integrating digital and direct mail channels effectively.