OLYMPIA PROVISIONS: CONTENT CREATION REPORT
explanation
At the request of our client, our team previously developed a customer profile report — a detailed account of the demographics, psychographics, geographics and behavioristics of the Olympia Provisions customer. Through this report, we discerned that Olympia’s customer is affluent, well-educated, loves to cook, and actively seeks out high-quality, authentic products.
In order to help our client implement changes that would satisfy these findings, we put together a second report, focusing on on educating and engaging Olympia Provisions’ audience through valuable, strategic content.
phases of implementation
After analyzing both the survey results and consumer profiles, our team was able to develop insights based on the implications of these findings. These implications were then prioritized based on importance, impact, and urgency. Recommendations include: making updates and additions to the website, bringing value-added activities to the newsletter to aid in the removal of a discount, adding educational content for consumers, and tips to improve social media as well as brand engagement.
phase one
easily achievable
quickly implemented
emphasis on repurposing content
phase two
post-holiday implementation
emphasis on content creation
requires limited investment
phase three
long-term implementation
more aggressive content creation
requires heavy investment
within these phases, we’ve mapped out four sections that will require attention:
website recommendations
e-newsletter recommendations
social media recommendations
miscellaneous recommendations
phase one
website
consolidate tabs and simplify options As do all websites, Olympia Provisions’ website requires periodic fine-tuning. Currently, Olympia’s website is overwhelmed with tabs and redundancies, making it confusing to navigate. The website’s current content can be reorganized to consolidate information and to highlight specific products, easing navigation and encouraging a simple, stress-free checkout.
flavor descriptors and pairing options Our report suggests that informational content on pairings, use, and history could enrich the customer's web experience. We recommend the company share detailed flavor and pairing options within product descriptions in order to better inform use, enhance the shopping experience and encourage add-on purchases.
e-newsletters
membership and early access As the company moves to eliminate the use of marketing discounts, offering something of similar value would appeal to customers accustomed to these discounts. We propose marketing the e-newsletter as a “membership” opportunity as it has the ability to mimic the feeling of exclusivity by offering early access to new products, subscriptions, and the occasional sale.
repurposed content: cookbook To kick-start engagement without waiting for new content to be developed, we recommend repurposing content from the Olympia Provisions cookbook. We can strengthen the customer's bond with Olympia Provisions by sharing its history through the website, social media, and e-newsletter, as well as by sharing recipes & pairings to engage followers.
social media
curated photos At the moment, Olympia's Instagram and Facebook feed are a hodge-podge of event photos, restaurant shots and staff pictures of varying quality and tone. We recommend implementing more styled and curated photos of the products, process, and pairings that encompass a more consistent look and feel, as well as convey the company appropriately.
paid social vs. owned social As they tend to skew towards Baby-Boomer age, the overwhelming majority of Olympia Provisions’ customers use Facebook and Instagram as their platforms of choice. We recommend utilizing owned media on Instagram, and pushing paid social dollars to Facebook - where there are more eyeballs but less engagement.
phase two
website
product recommendations Our previously constructed consumer profile report suggests that price is not of paramount importance to shoppers, but taste and quality are. By recommending products that pair well with items already in their cart, the company will be able to increase order sizes with shoppers who have an intent to purchase.
sample-size products Overwhelmingly, customers indicated that they enjoy trying new foods and look forward to new flavors and experiences. However, many of these same customers reported that they've only purchased salami from Olympia Provisions — adding sample options at checkout would allow shoppers the opportunity to try new items, leading them to a wider range of purchases.
e-newsletter
exclusive downloadable content Once the e-newsletter has been marketed as an exclusive opportunity, we must provide subscribers access to this exclusive content. This content may include: menus, notice of events, recipes, videos, informational e-booklets, special offers, etc.
guest writers Our team suggests utilizing the expertise of the Olympia Provisions team to give a fresh, insider perspective once a month. For instance, a letter written from the sommelier suggesting wine pairings and offering information on a featured label, or a letter from the event coordinator with suggestions on how to prepare for a big event.
social media
utilize story feature In order to draw customers to the Olympia Provisions brand, we need to make Olympia an authority figure — the brand customers turn to for the best recipes and the most useful advice. We suggest using features such as Q & A's, live videos, recipes, behind the scenes footage, etc, to increase engagement and offer customers a sense of intimacy and trust with the brand.
informational videos Accompanying the aforementioned idea, these videos would be in a slightly longer format and discuss the company's history, tutorials and recipe videos to be posted on the company’s social media accounts as well as blog.
phase three
website
entertainer packages Based on survey findings, 80% of consumers indicated that they were entertainers or enjoyed cooking for their friends and family. This presents an opportunity for Olympia Provisions to fulfill another need — entertaining — while further integrating Olympia Provisions products into customers' most cherished events. We suggest offering pre-designed, fill-in-the-blank menus, “How To” booklets for hosting parties, customizable place cards, invites/RSVPs, charcuterie labels, and guides on the amount or type of food based on party size or occasion.
surprise gifts Who doesn’t love surprises? Adding sample-size products to large orders or monthly subscription boxes allows Olympia’s most loyal customers to try new products, and positions the company positively in the customer’s mind, encouraging future purchases.
e-newsletter
seasonal packages Offering exclusive gift boxes and product kits specific to seasons, birthdays, or other special events will pique interest during specific times of the year and introduce customers to new flavors and products.
These are also the times that Olympia Provisions is most profitable.
social media
podcasts Our report found that podcasts are a popular media platform for Olympia’s customer. While it is costly and time-consuming to produce a podcast, we recommend Eli coming on as a guest on local, as well as national podcasts to discuss food, drink, parties, owning a business, living and working in Portland, etc.
miscellaneous
corporate partnerships One way to gain exposure is to partner with companies that have similar values, and already hold a presence in outside markets. Since most respondents said they like to travel, partnering with Alaska Airlines to add Olympia Provisions products to their cheese platter could help expose Olympia to new audiences. Alaska currently partners with other Pacific Northwest companies like Beecher’s Cheese, Seattle Chocolates, and Tillamook Dairy, who currently partners with Olympia.
restaurant events Nearly 99% of survey respondents cook and 80% prepare food when they are entertaining guests. Events with an educational component would offer customers a chance to become more familiar with how to use Olympia Provisions products in a capacity they are already comfortable with. This might include: sausage making classes, charcuterie arranging classes, wine tastings, etc.
the team
account manager: Sharon Wyatt | strategists: Taylor Wood, Thaddeus Gincig and Savannah Galindo