Holiday Campaign
Before I pitch new marketing campaigns, I analyze our past campaigns to determine which strategies will be most successful. I observed that sales declined shortly after email marketing newsletters were released. When planning the 2019 month-long holiday and Black Friday campaign in partnership with the Parks Canada Brand team, I advised creating continuous marketing tactics throughout the campaign to keep our brand top-of-mind and optimize sales. I also wanted to leverage the large reach of Parks Canada Agency’s network. This strategy led to our most successful e-commerce holiday campaign at the time, with a 72.5% sales increase year-over-year.
The following year, I wanted to build upon the effective holiday marketing campaign. The goal of the 2020 holiday and Black Friday campaign was to increase sales through new brand awareness, increase order value, as well as deplete our discontinued stock. I collaborated with the Parks Canada Brand team and internal team to create a free gift incentive, using discontinued stock as the free gift. I also wanted to leverage Parks Canada channels further by creating paid ads with their social media accounts. I strategically planned, and created brand positioning and bilingual messaging for global email marketing, the e-commerce store (banners, product images and descriptions) and the customer service team. I managed the multi workstream campaign to ensure that all messaging hierarchies followed brand positioning. I ensured all marketing content was launched across all channels on time and on budget, inventory was received on time and orders were delivered on time. The initiative resulted in the most successful campaign to date with a 144% increase in sales year-over-year. 85% of orders were new customers, and Parks Canada Shop email list increased by 39%, significantly increasing brand awareness. The free Tuber’z promotion helped increase the average order value by 13%. We sold the majority of our discontinued stock and we maintained an overall low product return rate of 4%.
Email Marketing
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Holiday Email Marketing
Collaborated with the Parks Canada Brand team, and graphic designer to develop the Parks Canada Shop e-blast and content included in the Parks Canada Agency e-blast.
The Parks Canada Shop English e-blast had a 36% open rate and the French e-blast had a 47% open rate, an improved open rate from the 2019 holiday campaign.
13% of sales were referred by the Parks Canada Shop e-blast.
31% of sales were referred by the Parks Canada Agency e-blast.
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Black Friday Email Marketing
Collaborated with the Parks Canada Brand team, and graphic designer to develop the Parks Canada Shop e-blast for Black Friday.
The English e-blast had a 31% open rate and the French e-blast had a 38% open rate.
Discontinued stock was featured on sale during the Black Friday promotion. Sold out of the majority of the items on sale, achieving our goal of depleting discontinued stock.
Social Media
I worked with a graphic designer to create all of the creative content for the social media channels. The Parks Canada Brand team created the copy. Past campaign insights and testing found that knolling imagery had the highest engagement and clicks. It would also differentiate the content from lifestyle content shown on the Parks Canada Agency accounts.
3.5% of sales were referred from Facebook.
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Paid Ads
Partnered with the Parks Canada Brand team to launch Facebook ads on the national Parks Canada Agency account.
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Parks Canada Shop
Due to past campaign insights, pivoted from focusing resources on Parks Canada Shop social media content to leveraging Parks Canada Agency’s social media networks. Re-posted Parks Canada Agency social media content on Parks Canada Shop channel.
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Parks Canada Agency
Partnered with Parks Canada Agency to post organic holiday content on both the national and field unit Parks Canada Agency social media accounts to broaden reach.
Website
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Parks Canada Shop
I worked with the graphic designer to create holiday imagery for all channels for the holiday campaign. The Parks Canada Shop website banners and messaging was updated to be aligned with the holiday campaign.
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Parks Canada Agency
The holiday banner was featured on Parks Canada Agency’s homepage as the primary banner.
6% of sales were referred from this traffic source.
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Parks Canada Net
The holiday messaging was featured on the main landing page of Parks Canada Agency’s intranet. It was also featured on Parks Canada Agency app, the Discovery Pass confirmation page and Science and Conservation page.
3% of sales were referred from the Parks Canada Net traffic source.
10% of sales were from Parks Canada employees using their discount code.
