For my MBA Strategic Marketing project, I developed a comprehensive digital marketing strategy for The River Merchant, a well-regarded restaurant and wine shop in Kent, Ohio. Tasked with creating a marketing plan to support the launch of The River Merchant's new standalone wine shop, I crafted a strategy designed to maximize brand awareness, drive foot traffic, and cultivate a loyal customer base.
The strategy centered on a multi-channel approach tailored to engage both existing customers and new audiences. Key components included:
Targeted Social Media Campaigns - Leveraging demographic insights to segment and target local wine enthusiasts on platforms like Instagram and Facebook with visually engaging content, highlighting the unique offerings and ambiance of the new shop.
Search Engine Optimization (SEO) and Local Search Marketing - Optimizing local search listings, integrating relevant keywords, and improving the brand’s online presence to ensure high visibility for location-based searches. This was essential for capturing interest from both residents and visitors searching for a premium wine shopping experience.
Email Marketing Automation - Implementing a targeted email marketing strategy to nurture loyalty and increase engagement. This included a series of pre-launch teasers, exclusive wine promotions, and event invitations for tastings and store previews.
Content Marketing and Storytelling - Developing a content calendar to spotlight the unique qualities of The River Merchant’s wine selection, featuring wine pairings, expert tips, and behind-the-scenes stories. This content was designed to deepen the connection with audiences and position the brand as a local authority on wine.
Influencer and Community Partnerships - Engaging local influencers and community leaders to generate authentic word-of-mouth buzz, as well as forming partnerships with other local businesses to broaden reach and create synergistic marketing opportunities.
By aligning this digital marketing strategy with The River Merchant's brand values and target audience, I provided a scalable framework to support both short-term launch objectives and long-term brand loyalty.
