Transforming Mustard Seed Hill: A Success Story
“Upon taking over the role as President of Mustard Seed Hill, it was evident that our brand voice was confused, even a bit tortured. The marketing we were pushing didn’t showcase our mission, vision, or services, and our sales reflected it. Up until working with Madeline, our marketing wasn’t actually speaking to our target audience. We have a complex story to tell with multiple verticals of business, and Madeline Diane was able to listen to our vision and build upon it. She found our once-lost brand voice and honed it. She created magic.
Then together we began to build and set revenue goals. The great thing about Madeline is that she is not only extremely creative, a wordsmith, and a wonderful designer; she also has an analytical mind. She assists you in meeting the demands of your budget while hitting your goals. Our revenue is higher than its ever been, our bookings and ticket sales have increased exponentially, and our brand presence is stronger than ever. It’s amazing to watch her work. She’s a true collaborator. We love creating, dreaming, and working with her. The positive impact she’s already made on Mustard Seed Hill will carry us forward for years to come.” -Victoria Benson, President of Mustard Seed Hill
Serving Mustard Seed Hill
“From small things, great things come to pass.” - Mustard Seed Hill’s value statement.
When I first teamed up with Victoria at Mustard Seed Hill, we faced the challenge of revitalizing the fast-approaching annual Christmas at Mustard Seed Hill event. The event had taken a significant hit in 2020 due to COVID-19 restrictions, leading to a drastic drop in revenue and unreliable or non-existent attendance data. Marketing for this event’s ticket sales was our first focus, with further branding strategy to quickly follow suit.
Year One: Laying the Foundation (2022)
Audit & Analysis:
Our initial audit revealed that previous ad spending was misallocated, targeting ineffective platforms with poor tracking measures.
Strategic Shift:
We pivoted to a digital-first strategy, reallocating ad spend towards trackable digital ads on social media platforms, PR backlink sites, and popular Kentucky tourism publications. With appealing graphics and clear calls-to-action (CTAs), we executed a consistent social media schedule with selectively boosted posts. Trackable links were implemented across all platforms to monitor channel effectiveness.
Results:
Revenue improved significantly, but we recognized the potential for further growth.
Year Two: Optimizing the Strategy (2023)
Refined Approach:
We reduced 80% of the ad spend on streaming and traditional media, started advertising earlier, and placed selective ads in popular local publications. A targeted press release series, combined with a macro and micro-influencer campaign, further boosted visibility.
Social Media Leverage:
We enhanced organic audience engagement by involving vendors in social media efforts, using cross-posts and tagging.
Impact:
This refined strategy led to reduced paid ad spend, increased daily attendance, higher ticket sales, and a 200% revenue increase from the previous year. Our business development and projections helped determine the ideal ticket pricing and attendance caps, optimizing overall profitability.
Year Three: Expanding Horizons (2024)
Future Plans:
Planning for 2024 is already in motion, featuring increased programming, a new ticketing structure, and an adjusted campaign schedule with an earlier launch. For the first time, we're introducing a concert showcase with major artists on the opening weekend.
Projected Outcomes:
With these enhancements, revenue is expected to surpass previous years, allowing Mustard Seed Hill to continue delighting the community and fulfilling their mission of bringing people together.
Beyond Christmas: Comprehensive Support for Mustard Seed Hill
In addition to the Christmas event, I have:
Optimized AirBnB listings to boost bookings with SEO.
Developed a boosted-post ad strategy that resulted in a fully booked wedding calendar for 2024 and 2025, achieving a 1000%+ ROI on ad spend.
Enhanced social media engagement with consistent, engaging content that resonates with the audience and elevates the brand.
Services Provided to Mustard Seed Hill
Social Media Management
Email Newsletter Content Creation & CRM Management
Paid Advertising Management
AirBnB Listing Management
Website Design & Development
Google My Business Profile Management
Google Analytics Management
Meta Business Suite Management: Business Manager, Ad Account, Pixel
Brand Management
Graphic Design
Photo/Video Management
Media Relations and PR Support
Copywriting
Special Events Booking Strategy and Consulting
Event Project Management: Christmas at Mustard Seed Hill
Live Customer Service Support: Christmas at Mustard Seed Hill
Business Development Consulting: Pricing Model Scenarios & Financial Projections
Glossary of Terms
Multichannel Ad Spend: Allocating advertising budget across various platforms (digital, print, social media, etc.).
Digital Trackable Ads: Online advertisements that can be monitored for performance metrics like clicks and conversions.
PR Backlink Sites: Websites that provide backlinks (links from one website to another) through press releases to improve SEO.
Macro and Micro-influencer Campaign: Utilizing influencers with large (macro) and smaller, niche (micro) followings to promote a brand or event.
SEO (Search Engine Optimization): Techniques used to improve a website's visibility on search engines.
ROI (Return on Investment): A measure of the profitability of an investment, calculated as the net profit divided by the cost of the investment.
By refining our strategies and leveraging digital platforms, we've successfully revitalized the Christmas at Mustard Seed Hill event and enhanced the overall brand experience. Our continued efforts aim to deliver even greater success in the coming years.
