RI Growth Marketing

Role: Project Manager

the story.

Covid wreaked havoc across the country. A massive casualty were small restaurants. If they could not modernize and provide easy access for customers, they could be forced to close their doors forever.

Because of the pandemic, there was a mass exodus of students from their college cities. User growth become stagnant in the Providence market and new tactics needed to be taken in order to drive new user acquisition, increase in-app GMV, increase weekly active users & increase user conversion rates.

summary.

I organized a comprehensive multi-prong growth marketing plan. This plan included…

• Influencer partnerships

• Paid Social Ads

• Print & Digital Banner Ads

• Brand Ambassador Collegiate Field Activations

• Email Drip Campaign

I wanted to direct our efforts to both college students as well as locals so as to diversify our user-base in the market and not be dependent on just one group.

We executed our plan through local market influencer social media posts (RIprobz & RhodeIslandRestaurants), paid IG/FB videos ads (below), 2-month digital & print banner ads via Gannet Media publications The Providence Journal, print ads via Providence Monthly & SO Rhode Island sent to the highest household income residents in the county, executed 15,000 on-campus door hangars via brand ambassadors across 4 Rhode Island schools in conjunction with an email drip campaign totaling over 86,000+ emails going to 20,000+ college students across those same schools.

Results

• Avg. +21% GMV growth month-over-month (100%+ 6-month growth to $50k/wk in-app purchases)

• Avg +23% Active User growth month-over-month

• 15%+ Purchase-Funnel conversion rate (2nd highest among Snackpass markets)

• executed high-growth b2c & b2b tactics (120k+ emails, 20k+ direct mail, $50k+ curated paid social & banner ads, field marketing, ooh & print) - across markets focused on product, service & brand features

• Email Drip Campaign - Avg. 11%+ Open Rate & 25%= Click-through-rate