Portfolio:Pahl's Market
Campaign Goals:
- Increase in-store traffic & sales
- Increase CSA sales
Public Relations
We established a consistent email newsletter contact list and grew it by more than three times.
- 2013
- 2014
- 2015
%
CSA Email Open Rate
%
Monthly NEwsletter Open Rate
Public Relations
We harnessed the local media to deliver Pahl’s message to the greater Twin Cities area.
Impressions
Placements
Social Content Strategy
A balance of community interaction and entertaining content with promotional offers populate the social media channels of Pahl’s Market. Our program enabled Pahl's internal team to provide the day-to-day authentic content, while our team developed the promotional content and connected it with the Pahl's Market
%
Increase in MN Traffic
Localized Content
Pahl’s expanded to 33 pick-up locations throughout the Twin Cities for their CSA program and we made sure those areas were found.
Plant Library
To expand the network of keywords on the Pahl’s Market website, we built the plant library which now houses more than 1,500 varieties of plants. This library can be managed by their own team. Additionally, we increased search and filter options to increase the usability.
Consistent Content Stream
We worked with Pahl’s internal management team to devise a program to provide a consistent content stream to their ever-growing network.
Social Content Strategy
Pahl's network continues to grow and bear fruit. It is important for marketing programs that sell farm-fresh product for an entire year to meet their mark (not sell too much, not sell too little). We have consistently met Pahl’s annual sales goals for the last three years. The site continues to expand their network size of current and prospective customers through old and new communication channels.
Targeted Promotions
We leveraged their current networks by targeting their Facebook followers and their friends within the geographical proximity of their CSA pickup locations.
Social Reach
We boosted the reach of the content they were posting to a target market which is already conntected in their network. This greatly increased the audience.
Keyword Advertising
We aimed to own all of the top positions for people searching for CSA programs and gardening centers in the areas they served.
Retargeting
Visits to their site that didn't make a purchase recieved special messages in their feed promoting their programs.
Social Content Strategy
A balance of community interaction and entertaining content with promotional offers populate the social media channels of Pahl’s Market. Our program enabled Pahl's internal team to provide the day-to-day authentic content, while our team developed the promotional content and connected it with the Pahl's Market
90% Authentic
10% Promotional
Here's a breakdown of Pahl's posts
9.2K
Connections
New connections
43.4K
Engagements
Interaction with their content across 36.2K unique users.
4M
Content Reach
Pahl's content was presented to millions of their targeted customers.
The Results
Pahl's network continues to grow and bear fruit. It is important for marketing programs that sell farm-fresh product for an entire year to meet their mark (not sell too much, not sell too little). We have consistently met Pahl’s annual sales goals for the last three years. The site continues to expand their network size of current and prospective customers through old and new communication channels.
23,150
Subscribers
+6,053 from last year 2x the increase from last year.
14,556
Likes
+3,062 from last year. Focused advertising rose likes 7,281 in 2014
1,726
CSA Sales
3.5x sales from last year, 70% over goal
37,789
Social Traffic
+759% from last year
141,788
MN Web Visits
+70 from last year
3.9 million
Social Reach
30% increase from last year
“The work completed by Checkerboard was amazing. We are impressed with their level of service and commitment to helping us achieve our goals.”