THE BRAND & MISSION
The Sistahs in Business Expo (SIBEXPO) is the country's only multi-city small business expo designed to celebrate and support entrepreneurial women of color. The company's experiences attract thousands of women to each city with hundreds vendors, live music and entertainment, celebrity guests, speakers, and more.
The SIBEXPO recently added The Sistah Shop as an extension of the brand, located in one of the largest malls in the Tri-State area. It is now home to 90+ brands by entrepreneurial women of color offering the latest apparel, accessories, home goods, educational materials, and more.
THE PROBLEM
There were no clear strategies in place to dominate digital outlets and engage with on-site vendors, attendees, and guests of the expo. This dilemma also existed for the company's brick-and-mortar location, The Sistah Shop.
WHAT WAS THE BRAND MISSING?
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Live content experience to curate eye-catching, on-demand visuals during expos
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Consistency in reaching and engaging with the desired audiences through content only
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Ability to curate shareable content that aligned with larger entities and public figures
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Social media strategies to engage with new and existing clientele
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No connection to online audience to create awareness during expos
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Engagement with its 90+ consignment vendors housed in its brick-and-mortar location
PROJECT DELIVERABLES
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Marketing Strategy Sessions & Tactic Implementation
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Live, On-Demand Content Creation and Streaming for Expo Tour Stop
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Remote & On-Site Team Management for Content Capturing
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Copywriting, Content Editing, & Distribution
THE SOLUTION
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Developed a digital marketing strategy with actionable steps to increase brand awareness, ticket sales, and online audience growth through social media channels
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Implemented daily content and streaming tactics that engaged at-home audience to attract subscribers, followers, inquiries, and ticket sales during the current expo
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Curated role-specific content with vendors, attendees, and special guests to enhance the experiential marketing component of the expo
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Formulated social media content for celebrity guests to share and broaden the company's reach on and offline
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Strategized and developed digital content to generate awareness for the company's brick-and-mortar location to engage with its 90+ brands by entrepreneurial women of color
THE RESULTS
This solution created dozens of effective marketing strategies that have elevated the growth of this business and changed the course of its live and digital experiences.
In 6 months, we were able to:
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Accumulate 1.4+ million impressions, reach 300,000+ accounts, and generate 119,000+ content and profile interactions [Instagram and Facebook marketing]
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Maintain an average engagement rate of 8.4% across Facebook and Instagram combined
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Grow a digital audience by 30% to 38,900+ via Instagram, Facebook, and email management
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Produce a 22.7% open rate and 2.2% click rate, topping both industry averages for email marketing
THE STATS
With over 1.4 MILLION impressions, 300,000+ accounts reached, and 119,000+ content & profile interactions in 6 months, these are the social media analytics accumulated for the SIBEXPO.
For social media accounts with your audience size, 3-6% is considered high for engagement. Over the past six months, SIBE was able to maintain an average engagement rate of 8.4% across Facebook and Instagram combined.
Over a four month period, 18 email campaigns were distributed to the SIBExpo audience.
The email audience size increased by 92.72%.
For e-commerce and entertainment/events emails, the average open and click rates are 18.1% and 2.19% combined. The email campaigns sent for SIBE resulted in a 22.7% open rate and 2.2% click rate, topping both industry averages for email marketing.
THE CONTENT
All content displayed was curated behalf of the client and shared to their social networks for awareness and engagement. This includes, but is not limited to content capturing, creative direction, graphic design, photo and video editing, copywriting, and distribution.
This content provided coverage and promotion for the 2021 Sistahs in Business Expo Tour, The Sistah Shop, and 2021 SIBEXPO Pitch Competition.
