Pivoting for Sustainable Growth

Client

Year

2022

Location

Canada

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Read about how Tenth Man Marketing built a marketing strategy for a growing eco-friendly e-commerce company to pivot for sustainable growth.

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WHO IS

MIND YOUR BEES?

​Mind Your Bees was launched in 2017 by Ashley Shortall in Hamilton, Ontario. Drawing on her background in sustainable agriculture and food security, she developed Mind Your Bees beeswax wraps as the zero-waste eco-friendly food storage alternative. Working with her partner Daniel, Mind Your Bees is dedicated to reducing food waste and single-use plastics, one wrap at a time, and supporting sustainable, small, local businesses.

Their products are a simple, beautiful, and sustainable food storage solution which allows users and retail customers to increase their positive ecological impact. 

CHALLENGE

With small businesses closed during COVID, the focus pivoted to online to drive revenue in a highly competitive and saturated category with the increased threat of substitute products.

SOLUTION

Tenth Man Marketing developed a customized marketing strategy and 12-month marketing plan with short and long-term goals in mind:

 

  • Key online marketing initiatives focused on increasing sales in the short term. A full analysis and strategy were created to pivot the brand to build sustainable growth over the long term.

SHORT-MID TERM

  • Website Conversion Tools & Testing: Increase conversion on the website through an integrated e-commerce strategy.

  • Customer Retention: Automated emails were created to increase customer retention and loyalty.

  • Social & Content: A content strategy was created to increase reach/engagement through unique storytelling. 

LONG TERM

  • Brand: Developed customer personas and enhanced the brand's value-prop to expand the business.

  • Wholesale: Developed enhanced wholesale capabilities including automated emails, refreshed images, packaging, and the development of new product lines. 

  • Organic Search: A comprehensive analysis was conducted. A solution was then implemented to improve SEO across the retail site.

RESULTS

50% increase

in website traffic from search in 1 month alone

130%

conversion rate increase in the first month

70% increase

in social engagement in 1 month alone

Content in the top 10%

of all recent Shopify blog posts

"I couldn't give a higher endorsement to Catherine Riley. She is a force and absolute pleasure to work with. If you need any help with marketing, web stuff, SEO call her. "

~ Ashley Shortall

CEO & Founder

Mind Your Bees Wraps