Green Gatherings

Dear website visitor

Please note that this is a case study for an assignment in my CareerFoundry digital marketing course. Green Gatherings is a fictional company created for this assignment.

Please, feel free to download the entire case study for a more in-depth look.

The Client

Biodegradable picnic bowls and cups, and a plant on the right side.

Green Gatherings is a Berlin-based startup aiming to launch
its first product line of sustainable and biodegradable
picnic supplies.

Their purpose is to make caring for our planet fun and sustainable, with the mission to create the best sustainable and biodegradable solutions, that connect people to each other through gatherings and to our planet through shared respect for nature.

The Callenge

The Green Gatherings marketing team has set the following goals:

To increase brand awareness and trust.
To increase the sales of its sustainable picnic products.
To build a community of customers seeking sustainability solutions.

The Solution

A woman in front of a blackboard, pointing up.

The solution I incorporated was part of a larger content marketing strategy. I implemented the following steps:

Created and hosted a website for Green Gatherings.
Wrote an engaging blog article to attract people to the website via online search/SEO for targeted keywords.
Included a lead magnet and sign-up form within the blog post to collect leads.
Created an email marketing campaign targeting potential customers who signed up.
Sent emails with a Call-to-Action linking to the product landing page, which I had already designed.

A man bringing a package, knocking on a door.

Key Deliverables: Market Research

After conducting market research, I came up with the following:

There is a trend for affordable sustainable products, particularly the ones produced locally.
Gen-Z, millennials, and upper-income college-educated demographic groups are driving this trend.
Post-pandemic, sustainability has become increasingly
more important.

Then, I developed two buyer personas that best represent these demographics.

Key Deliverables: Brand Guidelines

To ensure consistency across channels, I created the brand messaging guidelines:

Brand voice and tone: Inclusive, community-centric,
and genuine.
Tone in the blog post: inspirational and optimistic.
Tone in email marketing: conversational and friendly.
Tone on the landing page: informative and matter-of-fact.
Website colors: dark green, darker green, light green,
and yellow
Font: Montserrat

The Results

My content marketing and SEO attempts brought the following results:

Blog Article Pageviews: 121
Landing Page Pageviews: 106
Email Open Rate: 54%
Email Click Throughs: 33

Disclosure:
While the results are very good, they are unrealistic to achieve with just one blog article and a short email sequence. To understand how Google Analytics and email marketing automation work, and to gather data for analysis, I asked friends and family to sign up for my mailing list.

Important Learnings

Upon completing this project, I learned new skills and deepened my existing knowledge in the following areas:

Setting up and designing a self-hosted WordPress website.
Securing and optimizing the website for speed, mobile devices, accessibility, and SEO.
Conducting keyword research using both free and paid tools.
Configuring tracking in Google Analytics.
Creating custom events in GA4 for measuring pageviews.
Establishing a simple, two-step funnel in GA4 to track clicks between pages.