505 Southwestern is a New Mexico-based food CPG company and distributor that offers a range of products, including green chile based salsas, dips, sauces, and frozen meals.
I worked with 505 Southwestern from August 2020 through October 31, 2022 and provided integrated marketing that included Organic and Paid Social Media Strategy and Management, Email Marketing, Content Marketing, Recipe Creation, Influencer+Affiliate Marketing, eCommerce and more.
I also managed a team of four on the account, including a Paid Media expert, Email Marketing Strategist and Photographer/Videographer.
We were tasked with increasing brand awareness and share of voice, driving website traffic, and generating online sales.
Results
Generated $70K in online sales from 2020-2022
Established new sales channels
Acquired over 25,000 email subscribers from promotions, brand partnerships and consistent email marketing tactics from 2020-2022
Increased Facebook following to 100,000 followers through Paid Social Advertising and substantial daily Community Engagement
Increased Instagram following by 308%, taking the account from 2,300 followers to 10,000 followers
Secured 7.1M Social Impressions and 53K Engagements on Instagram from 2020-2022
Established Influencer and Affiliate Programs
Increased positive consumer sentiment through community engagement and customer service
Worked with over 50 influencers and affiliates on a variety campaigns, therefore increasing user generated and owned content plus awareness for retail and online promotions, product launches and company milestones
Garnered over 250 recipe submissions for the 25 Year Anniversary Campaign Recipe Contest through an Integrated Marketing approach
Supported the company’s year-long anniversary campaign
Launched and scaled 505-Day, a now-annual marketing campaign
View a sampling of the Social Media Rebrand, Social Media Content, Campaigns, Emails and Recipes below.
Campaign Highlight - 25 Years of Flavor Recipe Contest
In 2022, 505 Southwestern wanted to celebrate their 25th year in business . To raise awareness around this important milestone, my team and I worked cross-functionally with our direct report, their Director of Marketing, a second Digital Marketing Agency and 505SW’s Public Relations partner to strategize a multi-channel marketing campaign. We saw an opportunity to revitalize the Recipe Contest from 2021’s 5-05 Day and partner with celebrity chefs, media, influencers and likeminded brands to elevate brand voice, drive sales and sell-out the 25 Year Anniversary Party in Albuquerque, New Mexico.
Through influencer outreach, content marketing, organic social media, paid social media copywriting and strategy, email marketing and brand partnerships executed between May - July 2022, we effectively:
Accumulated 230 recipe submissions
Drove $5K in revenue from email
Worked with 90 Influencers
Increased volume of owned media and user generated content (+287 Instagram tags, +8 TikTok tags)
Retained ownership of recipe submissions (including copy, images and video)
Drove 4K Sessions to the recipe landing page
Gained 768 Instagram followers and 607 Facebook followers
Saw a 87.4% lift in Instagram Engagements and 95.8% lift in Facebook Engagements
Observed a 411% increase in website referrals from Instagram
Campaign Highlight - 505 Day 2021
To bring our client’s idea of riffing off May 5th, i.e., 5-05 Day, I created an Integrated Marketing Plan for 505 Day 2021. Not only did we work efficiently to brand and market the campaign, we had a lot of fun strategizing and executing it in less than a month.
Concentrated efforts included:
Branding - collaborating with a City Pine Collective partner, Dandee Studio, to create a logo, Media Kit, AR filters and Instagram Story stickers
Website Design - copywriting and design of the campaign landing page, which included the Recipe Contest, nonprofit partner and involvement, promotions, giveaways and more
Organic Social Media - execution and management of supporting campaign content and engagement
Paid Social Media - budgeting, optimization, copywriting, ad creation and management of supporting campaign advertising
Influencer Marketing - performed outreach to gifted and paid Influencers and Affiliates nationwide and regional to ABQ to help support Recipe Contest and day-of celebration
Email Marketing - copywriting, design and execution of drip campaigns and e-newsletters to promote various functions of the campaign
Public Relations - worked cross-functionally with 505SW’s PR partner to strategize pitching and celebrity chef management
Brand and Celebrity Partnerships - performed outreach to ABQ-based coffee, tea, retail, food and beverage brands to create giveaways, worked with tourism organizations to identify partners and local marketing opportunities, and provided marketing strategies to celebrity chefs to help promote the campaign as a whole and recipe contest
Our cross-functional efforts resulted in:
Launching an annual company promotion
11.8% growth (+633) Instagram followers
Increased consumer consideration and advocacy in the form of 149% more Instagram Profile Clicks and Engagement
$1.2K in online sales from $5.05 off promotion via email marketing
75 recipe submissions
Opened up future conversations for continued brand, ambassador and influencer opportunities