At Healthy Living Market & Cafe, I explored and developed new sales strategies targeting various demographics using striking print advertisements, event and in-store signage, and promotional collateral. Campaign-specified 360 campaigns drove product sales.
Role Scope: Art Direction – Brand Identity & Creative Strategy – Web Design – Packaging – Brand Development – Content Creation – Marketing Design
Web Design & Digital Marketing
Imagine… it’s 2016. Instagram doesn’t have paid ads, TikTok doesn’t exist, and Healthy Living hasn’t updated its website since its inception 15 years before!
In collaboration with the marketing team, we developed new sales strategies using Google AdWords, weekly e-newsletters, seasonal campaigns, blogs, social media, and web updates. These marketing efforts resulted in growing online visibility, doubling e-newsletter following, and expanding community brand awareness.
Google display web banner advertisements
Eating is Believing 360 Campaign
Trader Joe’s (our direct competitor) was opening up a location across the street, which we anticipated to hurt sales. The campaign’s mission was to prove that Healthy Living’s products beat out the competition’s “natural products” by drawing attention to the taste difference between local, organic food verse processed foods. How could we demonstrate the importance of eating local and entice our customer base to stay loyal to our products?
The creative team answered that question with an integrated marketing campaign. The campaign took off when we started in-store tastings and local events that promoted the “Taste the Difference” ideology. Side-by-side comparisons of local products to ‘the other guys’ provided the customer with proof to make the switch and feed our Local Revolution. Instead of blindly competing with Trader Joe’s, we educated the community on the benefits of eating local and investing in the district economy.
The campaign made consumers question their food choices and drove new product sales for purchasers searching for healthier, non-processed alternatives. In addition, it initiated community dialogue about our company mission and core values.
Designed and updated flyers, print advertisements, decals, posters, coupon books, informational brochures, product designs, labels, and shelf talkers. Devised seasonal campaigns (3-day sale, Eating is Believing, Fresh off the Truck, Love Local, Superbowl, Haunted Thanksgiving Turkey, and New Year|New You) to regularly convey Healthy Living’s mission values to consumers.
How can we increase customer awareness of in-store sales, events, promotions, Learning Center classes, and additional news?
The creative team explored various flyer concepts, including different sizes, multi-page booklets, and one-page pamphlets including product images with descriptors.
Testing various flyers developed a successful marketing tool that resulted in improved marketing relations, an increase in cooking class attendees, and a rise in sales.