Georgetown Market

Client Summary

Georgetown Market is a natural foods store devoted to the health and economy of their local Indianapolis community since 1973. Their primary goal is to offer a wide range of high-quality organic foods for the general community and those with special dietary-related needs while ensuring to source their products locally.

Their Challenge

Georgetown Market was experiencing challenges with large competitors entering the market and the rising trend of grocery e-commerce. They needed to modernize their marketing and business approach to keep up with the changing economy.

Our Strategy

With our goal to reposition them as the local leader in health foods and increase brand awareness, we developed a marketing strategy mix that would be appealing throughout the customers’ buyer’s journey.

1. Brand Insights Research Report

We began by assessing the state of their current brand equity with their customers through our Brand Insights process.

2. Repositioned the Brand

Campaigns included efforts to reposition Georgetown Market’s brand as a leader in the health foods industry. We highlighted their differentiators from the competitors and kept their brand relevant throughout all seasons of the year.

3. E-Commerce Site Development

New website development included e-commerce features to accommodate online grocery shopping and deliveries.

4. Digital Advertising Campaigns

Facebook advertising campaigns were implemented to reach the target audience around Georgetown Market with a goal to increase awareness and in-store traffic.

5. Content Marketing

We developed content including e-newsletters, blogs, and recipes and distributed to create customer engagement.

6. Ongoing Surveys

With annual customer surveys, we continue to gather data to keep our marketing message and delivery relevant to their customers.

The Result

In 2018, as a result of integrated marketing efforts, Georgetown Market celebrated their best sales year in 45 years of business. With a content and email marketing strategy that engages with over 1,000 people monthly, they continue to gain brand equity and loyal customers even as competitors move into the area.

Over the past 4 years, Georgetown Market’s brand has reached 2.4 million people in Central Indiana. Their click-through-rate in advertising increased by 39%, link clicks increased by more than 12x, and cost-per-click decreased by 89%. This growth has allowed Georgetown Market to expand their services and upgraded multiple sections of the facility. 

1 Mil
People reached in Central Indiana
+ 1 %
Digital ad
click-through-rate
- 1 %
Reduction in
cost-per-click

The Result

As a result of the above strategy, Georgetown Market has experienced substantial increases in brand awareness and revenue. Our content and email marketing strategy allows them to continually engage with over 1,000 people monthly, building brand equity and loyalty while securing recurring customers among the big competitors.

Over the past 4 years, our digital marketing efforts have increased Georgetown Market’s brand exposure to 2.4 million people in Central Indiana. Their click-through-rate in advertising increased by 39%, and cost-per-click decreased by 89%.

This growth has allowed Georgetown Market to expand their services and make upgrades to their store. In 2018, as a result of the integrated marketing efforts, Georgetown Market celebrated the best sales year in 45 years of business.

1 Mil
people reached in Central Indiana
+ 1 %
Digital ad click-through-rate
- 1 %
Reduction in cost-per-click