SOCIAL & EMAIL MARKETING CAMPAIGNS Heather Sadlemire on behalf of Beekman 1802 "A weekend drive can change your life!" Fall in love with Beekman 1802 & Sharon Springs during Harvest Festival. Shop the Beekman 1802 Mercantile and then explore the Vintage, Heritage and Artisan Villages to find one-of-a-kind, handmade, artisan wares from over 100 makers across the country. Drop into our StoryBook Village for crafts, games, story-times and many other BeekKid Approved Activities! Once you work up an appetite, step into our Gourmet Village, where you will find festival food unlike ever before. Be sure to check out the new exclusive event, "Pasta Alla Tavola" hosted by renowned home-chef Rose Marie. If that wasn't enough, our Celebration Village in Chalybeate Park will have musical acts once you’re ready to get your dancing on! Mark your calendars! We are looking forward to hosting you in SOCIAL & EMAIL CAMPAIGNS our Neighborhood. Harvest Festival is a free, village-wide event. 9TH ANNUAL BEEKMAN 1802 HARVEST FESTIVAL SOCIAL CAMPAIGNS Social Campaign details: ($1500) • Began 6 weeks prior to event • Two segments, built off our target audience demos: • 27-year-old women+ within 150 miles of Sharon Springs who are fans of Beekman 1802 • 27-year-old women+ within 150 miles of Sharon Springs that: have a friend who is a fan of Beekman 1802, is a fan of competing brands, has attended a similar event, has children (at least one attribute) 9TH ANNUAL BEEKMAN 1802 HARVEST FESTIVAL SOCIAL CAMPAIGNS Fans of Beekman 1802 received messaging Non-fans segment received generic “fall pertaining to the brand and its “characters” festival” and brand intro messaging . Meet Josh and Brent . Join Beekman 1802 and Sharon Springs as they welcome over 100 vendors, food . Meet Farmer John and his Famous Goats purveyors and artisans . Join Rose Marie, co-author of our latest . Live demos, giveaways and more cookbook, for an authentic Italian dinner (ticketed event) . Tour the Beekman 1802 Farm, which includes a goat petting zoo . A must-do on every Neighbors bucket list . Meet Josh and Brent, co-founders of Beekman 1802, winners of The Amazing Race and stars of The Fabulous Beekman Boys. 9TH ANNUAL BEEKMAN 1802 HARVEST FESTIVAL SOCIAL CAMPAIGNS Additional messaging: . Vendor social media packages . included post copy, graphics and links back to both the Facebook event page and the event landing page . Storybook Village . event was toted as “family friendly” in past, but wasn’t . I partnered with Guilderland Library and created Storybook Village . Engaged families on event page . Advertised in local Facebook “mom swap” groups . This section of the festival hosted free snacks, free crafts, free story times, free face painting, bubbles and more. 9TH ANNUAL BEEKMAN 1802 HARVEST FESTIVAL EMAIL CAMPAIGNS Email Campaign details: (through MailChimp) . Began 6 weeks prior to event . Segmented to 33,430 people, located within 150mi of Sharon Springs . Sent once a week, leading up to the two weeks before Harvest Festival . Included event schedule, vendor listings, artisan bios, more . https://mailchi.mp/beekman1802/harvestfestival2018 . 2 weeks prior until day of – spin to win gamification email 9TH ANNUAL BEEKMAN 1802 HARVEST FESTIVAL EMAIL CAMPAIGNS Spin to Win Email . Sent to local email list – 33K w/in 150 miles . To incentivize customers to come to the festival and then shop the Beekman 1802 Mercantile . “Spin the Wheel” to win: $10 gift card, $5 gift card, free product . Open rates averaged at 35% on this campaign (industry average 16%) . Click thru rate averaged at 18% (industry average 2.24%) . https://mailchi.mp/beekman1802/spintowin 9TH ANNUAL BEEKMAN 1802 HARVEST FESTIVAL EMAIL ACQUISITION Email for a free gift . Stations set up throughout the festival to acquire new email addresses .Customers would provide name, email and zip code and would receive a free lip balm or soap .Acquired 2,215 new email addresses 9TH ANNUAL BEEKMAN 1802 HARVEST FESTIVAL Final Numbers . 14k Facebook event “interests” . 2k+ new email addresses . sold out ticketed events . 245% attendance increase (from ~5,500 in 2016/17 to ~19k in 2018) ADDITIONAL CAMPAIGNS digital marketing | social media | PR BEEKMAN BRACKETS DURING MARCH MADNESS . Viewed 259,962 times . Market research without feeling like market research . Customers voted on their favorite products . Enter your email address for a chance to win one of each product that made it to the Elite 8 .https://shop.beekman1802.com/pages/best-of-b-1802- bracket .https://www.facebook.com/FabulousBeekmanBoys/posts/10 156330729044283 MISCELLANEOUS . Beekman 1802 2nd Annual Warehouse Sale . 2k interested in Facebook event . With increased local targeted Facebook ads + segmented email campaigns, revenue increased 947% . 2017: $4,167 2018: $43,543 . https://www.facebook.com/events/874901502690493/ .Beekman 1802 Cheese Club Subscriptions . Targeted Facebook ads to segmented group . Increased subscription through social advertising alone (budget of $350) . Increase of 365% subscribers YOY . https://www.facebook.com/FabulousBeekmanBoys/posts/1015652965 9319283 INFLUENCER . Hilarie Burton (of One Tree Hill fame / married to Jeffrey Dean Morgan from The Walking Dead) promoting Happy Place Cleaning Line on Instagram (for free).