We’re throwing lots of client love toward our friends at Cubi Market, we loved the work we did with them, and we really wanted to share our journey with you. Cubi Market is a shopping experience that makes buying local and fresh incredibly easy. They curate hard-to-find products from local artisans and farmers and make them available to you to shop the product online and pick up your order whenever it works for you. If you haven’t already checked them out…you absolutely should.
Task
We were already working with Cubi on their media relations when we started on the needed strategy work. If you haven’t already read about our PR work with Cubi, check it out here. They hired us for PR to introduce the company to the areas they serve—Grand Rapids and Holland. Once we dug in, it became obvious there was a need for a deep dive into audience research, competitors and messaging.
Goal
The company needed to better define what makes them unique, the need within the market and the best ways to reach the target market.
It was important for Cubi for us to:
- Define the brand and create cohesive messaging.
- Identify who their target customers should be.
- Determine how to speak to those customers.
- Outline marketing tactics that would resonate best with their target audience.
Process
After performing extensive research and performing survey research, our successful strategy included the following:
- Strategy development
- Surveying of primary and targeted audiences
- Competitor analysis
- Brand attributes
- Brand tone and voice
- Elevator speech
- Positioning statement
- Audience personas
- Sample messaging
Once we had personified the brand and identified the appropriate target audiences, we could move onto the fun part and start making some marketing recommendations based on all our fantastic research to help Cubi meet their customers where they are.
Results
We wanted to set Cubi Market’s team up to be successful and targeted in their marketing efforts so they could make sure they were sending the right message, to the right people, with the right marketing platform. We gave them exhaustive marketing recommendations (really, there were like 32 pages of recommendations) for the following:
- Public Relations
- Influencer Marketing
- Community Engagement
- Creative/Design
- Social Media
- Blogging
- Email Marketing
- Digital Advertising
- Website/SEO Improvements
- Traditional Marketing
Strategy work is, without a doubt, one of our favorites. After all, without a solid strategy in place that is backed by data and targeted to the right audience, it’s impossible to be effective. Don’t just “see what works” when it comes to spending your marketing budget. Make sure you’re putting your dollars to work for you where it makes sense. If you need help making your strategy laser-focused, get a hold of us. We can’t wait to hear from you.
