Georgetown Market

Client Summary

Georgetown Market is a natural living grocery store devoted to the health and economy of their local Indianapolis community since 1973. Their primary goal is to provide their customers, especially those with specific dietary needs, with a wide range of high quality, locally-sourced organic and natural produce, supplements, vitamins, and more.

Their Challenge

Georgetown Market was experiencing a decrease in sales as a result of 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

Our goal was to reposition Georgetown Market as the local leader in health foods and increase overall brand awareness. We developed a strategy that would help them engage and convert their ideal customers.

Research

We began by gathering qualitative and quantitative feedback from their team members and customers through our Brand Insights™. This process uncovered current gaps in their marketing along with opportunities for improvement to better connect with their community. From our findings, we developed branding efforts to highlight their unique differentiators and keep their brand relevant.

Advertising

Using Google Ads for both in-store and online traffic, we developed advertising campaigns to reach the target audience around Georgetown Market with a goal to increase awareness and leads.

Logo & Brand Style Guide

To meet the goal of revitalizing their brand and developing a more consistent brand image, we re-designed Georgetown’s logo in 2020. We also supported their internal marketing team by creating a brand style guide that included the appropriate use of fonts, colors, icons, imagery, and brand voice.

Website

To help Georgetown Market with their hiring efforts, we created a new careers landing page on their website that would attract potential applicants. We provided content, design, and a functional connection to their hiring platform to position their brand and internal team in a positive light for new hires.

The Result

Since the start of our work, Georgetown Market has experienced a substantial increase in brand awareness and revenue. Over the past years, our digital advertising efforts have increased Georgetown Market’s brand exposure in central Indiana. This growth has allowed them to expand their services and upgrade multiple areas within their store. In addition, Georgetown Market’s new logo now resonates with their diverse audience and represents their values and identity more effectively.

Client Testimonials

“I can’t say enough about how Element212 has come to know our company and how we want to be portrayed, just as if they actually work here. They are very responsive to the needs and constant changes of our growing business, and their team has been a great extension of our company.”

“Element212 has a talented team of hardworking techie people who can explain everything in non-techie language. Most importantly, they get us and they get what we do, they listen to us, and fix our problems quickly.”

“The team was professional, organized, and very responsive. They took time to understand our business, who we are, and our values. They made our new website exactly what it needed to be. If we had to do it all over again, I would not change a thing.”

“Element212 was simply fantastic to work with from start to finish. They came highly recommended and lived up to my high expectations. I particularly enjoyed the team approach that they implement and coordinate to ensure complete efficiency throughout the duration of the project.”

“Element212 will learn about your business and come up with a strategy that helps you achieve your goals.”

“Element212 has brought along wonderful research and strategy from day one to help us understand the ebb and flow of our brand, as well as the ebb and flow of customer behavior. It’s paid off in dividends.”

“The Brand Insights™ was eye-opening for us. We heard much more about what was actually going on in the mind of the buyer, which helped us dial in our approach, our message, and our go-to market strategy.”

“One of the most beneficial takeaways we gained from Element212’s Brand Insights™ process was uncovering why a client did or did not make a purchase with us, along with other valuable data we were unable to capture ourselves.”

“We had an excellent experience with Element212! After sitting down at our first meeting, they were able to take what we felt was important with our business and highlight it. To say we were pleased, would be an understatement!”

"Element 212 was exceptional and really helped lead us to a new era in Scope's Digital Footprint. I would most strongly recommend if you are looking to revitalize your online presence, you look no further than Element212!

Logo and Branding

Georgetown Market’s logo and branding was ready for a new look that better captured the store’s offerings and atmosphere. We updated their color palette and created a new logo featuring a lemon as the mark, which helped give the brand a fresh, modern look.

Brand Style Guide

Once the new logo and color palette had been established, we created a brand style guide as a guideline for Georgetown in all of their marketing efforts. The style guide gives direction on how to use their logo, colors, imagery, and more in order to keep their brand consistent.

Digital Advertising

To raise brand awareness and promote specials at Georgetown Market, we create and run monthly digital advertising campaigns that align with their goals.

Website Design Update

To match Georgetown Market’s new branding, we updated the look and feel of their homepage and the eatery page.