App Launch Campaign
In 2017, our team worked with a software development company to create a new guest facing app aimed at making booking appointments more convenient. I was initially brought into the project as a user tester and then quickly became heavily involved in the app’s development and marketing.
My role in this project started with coordinating the visual and functional updates between the app team and our booking software developers, testing new features, and designing marketing materials to promote app downloads. With the company rebrand in 2018, I was also involved in redesigning the aesthetic of the app to match our new brand standards and became the project manager for this area of the company.
Since it’s release over a year ago, we have had over 12,000 app downloads. We average over 4,000 appointment conversions per month on the app. Additionally, this new booking platform has caused an increase in our overall digitally booked appointments, thus freeing up time for our call center to help guests with more complex booking concerns.
Email Marketing & Analysis
Email is a critical marketing tool that can be used to analyze your audience’s interests and build engagement. When I first began working the Charles Penzone Salons, there was very limited information available to assess the success or failure of an email campaign. I immediately put in place link tracking and began compiling email data to help understand our audience.
Overtime, I was able to track our top performing ads and improve upon content based on these findings. For example, our first-ever Annual Retail Sale email sends directly corresponded with our highest spike in web traffic in all of 2017. Despite this sale being available on retail in salon only, we observed a large increase in web traffic and we also noticed that over time, guests kept these sale emails in their inbox to repeatedly go back to and book appointments from, even months after the sale had ended. Additionally, we had a 10% increase in retail sales year over year.
When the time came to decide if we should again pursue this promotion the following year, I showed our team the significant number of conversion this email generated and they agreed to do a single email regarding this promotion. We again saw one of the highest surges in web traffic that day for all of 2018, plus a 25% increase in appointments booked from this one email versus the previous year’s email. Additionally, this email blast resulted in triple the conversions of the next most successful email in 2018.
The insights we gained from this email were that, though this email’s focus was on an in store promotion, the timing of the sale and the anticipation behind the higher-than-normal discount significantly piqued the interests of our audience. This deal engaged our guests and caused them to interact with our site – reading our blog content that was linked from the email, and ultimately converting by booking appointments.
Website Rebrand Photo Shoot
Market Blooms is an amazing florist shop that has been in the heart of Columbus, Ohio’s North Market for over 25 years. With consistent foot traffic to their shop, the Market Blooms owners knew that if they wanted to expand their business, they would need to redesign their website to make online ordering available.
With a vision in mind, I was brought in to help the team by digitally capturing all of the services the shop has to offer. I collaborated with the staff to document all of their new bouquet options, their iconic surroundings, and additional stock photos for potential promotional/social use. Additionally, I worked closely with the site designer to ensure photo files were optimized to run smoothly on the site.
After the launch of their redesigned website, Market Blooms has seen a surge in flower purchases, even having to temporarily remove their online ordering feature due to high demand during one of their busy seasons. Overall, the site has seen great success due to the talents of their team, as well as their beautifully marketed, locally targeted, online availability.