Revenue Generation
UGC Visual Shopping
Goal: Increase user-generated content and add a new way for customers to shop directly from UGC onsite. Capitalize on the inspirational products shared by the Makesy community of makers.
Process: After thoroughly researching available apps, I found an economical option that suited the goal. I implemented the app on-site on the homepage, category, and landing pages. I also developed an integrated campaign to encourage customers to post that included email campaigns and flows, organic social, contesting, and onsite promotion.
Results: Over 8,000 posts using #makesymade in the first six months created a library of UGC across multiple categories and over $500k in attributed revenue. Customers were delighted to see their products featured, boosting customer sentiment and loyalty.
Makerpro Subscription Program
Goal: Revamp an existing customer VIP membership program to enhance the value for existing members and dramatically increase enrollments. Make it the “must-have” membership for makers.
Process: Before introducing new benefits, I surveyed existing members to understand what they valued most. I redesigned the benefits and mapped out the best way for them to be delivered. I created a rollout campaign to educate all segments of the changes, ensuring existing members would feel they were receiving an upgrade and non-members would eagerly sign up. I also prioritized the membership in cross-sell positions on PDPs, in cart, and at checkout.
Results: Enrollments increased by 400% contributing to a 150% increase in revenue YOY.
The Stash - Resale Marketplace
Goal: Create a resale marketplace called “The Stash” where customers, aka makers, could sell (or buy) surplus supplies from other makers. Boost customer retention, LTV, and sentiment by giving our community a way to “destash” their supplies and get store credit to put towards future purchases.
Results: The Stash was an immediate success with makers actively listing their items. Over 300 listings were created in the first 60 days with new items added daily. After launch, I made site several site optimizations, added email and SMS flows, a pop-up on the sale page, and gave it presence on the homepage. By month five, sales had increase by 54%.
Summer of Making
Goal: Develop and launch a promotional event that runs June - August. Goals were to build customer excitement, acquire new subscribers, reduce skips and cancels, and grow revenue from upsells. Program was designed to maintain strong revenue during the (typically) slowest months of the year.
Placement: Content was delivered via email, SMS, posts in our private community, and organic social, which all pointed to a landing page that gave a sneak peek at the upcoming workshops. Two landing pages featured different messaging and offers for subscribers vs. non subscribers.
Results: June 1 had the highest revenue for a day 1 launch in 2022.
Surplus Sale
Goal: Liquidate inventory in our warehouse to make room for new product while telling a thoughtful story about the artisans that we partner with and how it can result in excess batches.
Placement: Email, SMS, organic social channels, and paid Meta ads.
Role: I developed the strategy, copywriting, email content, and the site landing page. Ad design by Hannah Rhodes.
Results: The surplus sale accounted for 25% of the month’s total revenue and contributed to a 23% increase in February’s revenue YOY.
Insiders Membership Program
Goal: Acquire new subscribers for a VIP membership program that includes a print subscription, monthly hosted happy hour, discounts/offers for restaurants and businesses, exclusive letter from the editor, and more.
Placement: San Diego Magazine print, email, online, and social channels, plus postcards, paid social, email drip campaign, and influencer partnerships.
Role: I developed all aspects of the program for launch including the website, fulfillment system, and campaign. Design by Hannah Rhodes.
Results: After the first year, we saw a 250% increase in members year over year and a low cancellation rate of only 3%.
Travel Awards
Goal: Increase print revenue from the travel category by creating a reader’s poll that would result in an annual list of the top hotels, attractions, and amenities. Account managers would then sell the winners on ad profiles designed to showcase their win.
Placement: Promotion for the section appeared in San Diego Magazine print, online, email, and social channels plus assets were distributed to hotels for use on their channels. The ad section and list of winners ran in print and online.
Role: Developed and launched poll, managed promoting for voting, curated final list, and developed formatted ads to run in a special advertising section. Design by Hannah Rhodes.
Celebrating Women
Goal: Generate new advertising revenue for the September women’s issue through profiles that share the stories of women-run businesses. Profiles are purchased by companies and include original photography and copywriting.
Results: 14 pages of new ad revenue first year, 18 pages in second year
