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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.

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

Organic Social Media Management

Learn how to effectively use social media to build your brand and cultivate a loyal fan base.

This consultation includes the following components:

Interview: Element212 will review:

  • Your current social media platforms
  • Competitive analysis
  • Target market analysis

Recommendations:

  • Social media posting strategy
  • Content overview strategy
  • Strategy evaluation
  • Develop followers
  • Tools & Resource recommendations
  • Quarterly review
  • Consistent branding across social media platforms

Search Engine Optimization (SEO)

Learn how to optimize your website and improve your website’s ranking in search engines such as Google.

This consultation includes the following components:

Approach: Element212 will provide:

  • Keyword selection strategy
  • Step-by-step instructions to maximize on-site optimization for your content
  • Tips on where to place and link keywords on your website
  • 2 high-quality backlinks

Recommendations: You will receive:

  • An actionable strategy for improving on-site and off-site SEO
  • 3 & 6 month check in and recommendations

Full Brand InsightsTM Research

Duration: 7-9 Weeks

We’ll take an in-depth look at your brand, communications & buyer’s journey to devise a comprehensive marketing strategy that works.

This consultation includes the following components:

Interview: One-on-one interviews with team members & customers or clients to uncover:

  • Company S.W.O.T.
  • Company Goals
  • Internal/external perspectives
  • Brand perception gaps
  • Customer persona
  • Differentiators
  • Internal & External expectations
  • Customer buyer’s journey
  • Perceived value and benefits
  • High value

Survey: Online customer & team surveys

Analysis: Current marketing audit

  • Marketing Collateral
  • Website
  • SEO
  • Content

Report & Recommendations: In-depth overview of your customer’s and team member’s brand perceptions along with a comprehensive marketing strategy and a Gantt timeline for the following:

  • Integrated marketing communications
  • Ongoing marketing messaging
  • Website audit
  • Brand positioning
  • Digital advertising

General Marketing Strategy

Duration: 14 days

Ready to step up your marketing? We’ll identify opportunities and develop a plan that capitalizes on those findings.

This consultation includes the following components:

Interview: Half-day team interview to uncover:

  • Company growth goals
  • Company S.W.O.T.
  • Brand expectations & voice
  • Company differentiators

Survey: Online customer & team surveys

Analysis: Current marketing audit

  • Marketing Collateral
  • Website audit
  • SEO audit
  • Content audit

Report & Recommendations: Data gathered to bridge the gap between customer & company perspectives with insights to shorten the sales cycle. This report includes marketing strategy recommendations and a Gantt timeline for the following: Website Social media Print marketing Digital advertising Public Relations

Agile Brand InsightsTM Research

Duration: 5 days

We’ll take a look at your brand and identify opportunities for the advancement of your marketing efforts.

This consultation includes the following components:

Interview: Half-day team interview

Survey: Online customer & team surveys

Analysis: Current marketing strategy

Report & Recommendations:
High-level overview of your customers’ & team members’ brand perceptions along with marketing strategy recommendations and a Gantt timeline.

Buyer's Journey Research

Duration: 3 days

We’ll help identify your customers’ buyer’s journey and how you can influence their purchasing decisions.

This consultation includes the following components:

Interview: Up to 10 customer interviews

Survey: Online quantitative customer survey

Analysis: Secret Shopping (when applicable)

Report & Recommendations: Insights into the decision-making process your customers go through when researching, considering, and ultimately deciding where they make their purchase. This report also includes marketing recommendations along with a Gannt timeline.

Internal Team Communications

Duration: 7 days

Let’s take a look at your team’s internal and external communication processes and identify opportunities for improvement.

This consultation includes the following components:

Interview: Half-day team interview

Survey: Online anonymous team survey

Analysis: Secret shopping (when applicable)

Report & Recommendations: Insights report showing gaps and opportunities for internal communications & processes and marketing recommendations with a Gantt timeline.