PROJECT OVERVIEW
Integrated Marketing Campaign at Jump+
Role: Marketing Lead
Duration: April 2023 - Present
Tools Used: Adobe Illustrator, Photoshop, Lightroom, Canva, Hootsuite, Capcut, Odoo
Project Description:
As the Marketing Lead at Jump+, I led an ambitious integrated marketing campaign in collaboration with Apple Canada. The campaign was designed to significantly boost brand visibility and stimulate sales across multiple channels, including email, social media, in-store events, and a mix of physical and digital advertising materials.
Challenge:
The primary challenge was to cut through the competitive noise during high-traffic sales periods like Back-to-school, Black Friday, and Boxing Day. The goal was to not only attract new customers but also enhance engagement and retention of existing customers, creating a seamless customer journey across both digital and physical touchpoints.
Website design: Redesigned the service landing page with a focus on enhancing the customer experience and aligning with brand messaging. The new design emphasizes Apple-Certified Technicians, ensuring visitors understand the expertise and trustworthiness of our services.
Key Achievements:
Customer-Centric Layout: Created an intuitive and visually engaging page structure that guides users effortlessly through booking and service information.
Brand Consistency: Incorporated branding elements and a strong key message to reinforce trust and professionalism.
Results-Driven Design: The redesigned page achieved a 135% increase in appointments, highlighting the success of user-focused improvements.
By merging thoughtful branding with seamless functionality, the new design improved customer engagement and conversion rates.
Old:
New:
Graphic Design Revamp:
The previous designs were inconsistent, and unbranded, failing to distinguish Jump+ from mere Apple Premium resellers.
To address this, we initiated a comprehensive redesign of our branding across all channels, including email, social media, print, and out-of-home advertising.
This overhaul unified our communications, reinforced our distinct brand identity, and tailored our messaging through separate B2B and B2C strategies to enhance engagement and recognition.
Old:
New:
Content Creation: I excel at developing dynamic content strategies that align closely with our sales objectives.
Each month, upon receiving direction on the focus brands and products from our product manager, I craft a tailored content calendar. This involves designing targeted email campaigns, engaging social media posts, and visually appealing digital posters to spotlight the selected products.
My process ensures that all content is not only brand-consistent but also strategically scheduled for optimal impact, directly supporting the week's sales goals and enhancing overall campaign effectiveness.
Creative Writing: I merge storytelling with marketing insights to craft narratives that not only resonate but drive engagement.
For instance, my tagline "Celebrate Mom with Double the Joy" encapsulated our Mother’s Day promotion, succinctly conveying the offer of a free AirPods Pro with every MacBook Air purchase.
Similarly, "Two Colors, Two Storages, Two Times the Savings" simplified a complex promotion for the iPhone 15 lineup, making it easy for customers to understand that significant savings were available exclusively on 512GB and 1TB models in blue and black.
Additionaly, In naming our podcast "Mac and Ease," I aimed to capture the seamless integration and essential role of Apple's Mac technology in business. The name, playfully reminiscent of "mac and cheese," symbolizes the strong and effortless connection between Macs and business efficiency.
These examples highlight how my creative writing simplifies promotions while enhancing their appeal, effectively turning standard offers into compelling brand stories that inspire action.
Social Media Strategy: I strategically manage our social media presence using Hootsuite, optimizing our content delivery across dual marketing funnels to maximize engagement and reach.
B2C segment
Our content varies from promoting Apple promotions and launching new Apple products to highlighting third-party accessories and providing useful tips for Apple users. Each piece is carefully timed to coincide with product releases and promotions, ensuring maximum consumer engagement.
B2B segment
Our focus shifts to raising awareness about Apple’s upcoming technologies, reminding businesses of our highly customizable product services and flexible financing options tailored for small and medium enterprises. This segmented approach ensures that each audience receives targeted, relevant content that not only informs but also enhances their connection with our brand.
Email Marketing: I have significantly enhanced our email marketing strategy, leading to measurable improvements in campaign performance.
Through meticulous A/B testing, personalized content, and optimal scheduling, I successfully increased our email open rates by 15% and click-through rates by 1.1%.
These improvements reflect a deep understanding of our audience's preferences and behaviors, enabling us to engage more effectively with subscribers and drive targeted actions.
New Store Openings: Successfully managed all marketing and advertising initiatives for new store launches, ensuring seamless execution and measurable results. Key responsibilities included:
Budget Tracking: Oversaw and optimized the marketing budget to ensure cost-effective campaigns, with reporting to the COO and Apple Canada.
Grand Opening Promotions: Designed and executed DoorCrasher promotions to drive foot traffic and sales.
OOH Billboard Advertising: Collaborated with Pattison to finalize locations and developed billboard campaigns to enhance brand visibility in the local market.
In-Mall Advertising: Collaborated with in-mall marketing teams, such as NEO-OOH and Quebecor, to place static banners and digital displays, capturing high-traffic audiences within mall premises.
Leaseline Signage: Created visually engaging signage to enhance brand presence and clearly communicate the opening date and premium shopping experience.
Digital Paid Ads: Launched geo-targeted ad campaigns across digital platforms to amplify reach and drive conversions.
Billboard
New store gift card
Event Marketing: In collaboration with Apple, we hosted an exclusive event for small and medium business owners, showcasing the new MacBook Air.
To enhance the experience and attract a high-caliber audience, the event also featured a scotch tasting session, blending technology with leisure to create a relaxing atmosphere. This strategic alignment of interests not only highlighted the MacBook’s features but also facilitated productive conversations among attendees.
The event was a resounding success, resulting in 12 direct sales, demonstrating the effectiveness of integrating lifestyle elements with product marketing to drive business outcomes.
The campaign led to impressive outcomes, including:
24%
increase in sales during Black Friday and a 19% increase on Boxing Day compared to the previous year.
189%
boost in social media engagement and a 40% increase in subscriber acquisition throughout 2023.
15%
increase in email open rate.