Development of an Email Marketing Strategy for Wine & Spirits Agency

Project Objectives Database Optimization: Refine and categorize the CRM database and provincial customer list to identify key B2B clients and segment them based on their potential value, preferences, and past interactions. Email Strategy Development: Develop a comprehensive email marketing strategy that includes drip campaigns aimed at engaging B2B clients through various stages of the sales funnel. Pipedrive CRM Integration: Utilize Pipedrive CRM to automate and track email campaigns, activities, and deals, ensuring personalized follow-ups based on client interactions. Performance Tracking and Analysis: Implement a system for tracking the performance of email campaigns (open rates, click-through rates, replies) to refine and adjust the strategy for optimal engagement and conversion. Deliverables Optimized CRM Database: A fully categorized and segmented CRM database ready for targeted marketing initiatives. Email Campaign Strategy Document: A detailed strategy outlining the structure, content, and scheduling of drip campaigns along with guidelines for personalized follow-ups. Pipedrive CRM Configuration Plan: A setup guide for integrating the email strategy with Pipedrive CRM, including automation workflows and activity/deal tracking methods. KPI Dashboard and Analysis Report: A dashboard for real-time tracking of key performance indicators (KPIs) with a comprehensive analysis of campaign performance and recommendations for adjustments.

B2B Digital Marketing Campaigns

Project Duration: 80 hours (2 months, part-time) Project Overview: This co-op student project aims to enhance our digital outreach campaigns to engage our current customer and prospect base of 3,000 accounts across multiple provinces. The primary focus will be on graphically designed content creation for digital marketing and email outreach. The student will utilize graphic design skills with platforms like Canva and manage email marketing campaigns using platforms like Mailchimp to maximize customer engagement and conversions. Key Objectives: Develop visually appealing and brand-consistent digital marketing content. Create effective email marketing campaigns to nurture and convert prospects. Increase customer engagement and conversions among the current prospect base. Analyze campaign performance and recommend improvements for future campaigns. Responsibilities and Tasks: Graphic Design (30 hours): Create eye-catching graphics and visuals for digital marketing campaigns. Design social media posts, banners, and other promotional materials using Canva. Ensure all designs align with the company's brand guidelines. Email Marketing (30 hours): Plan and execute email marketing campaigns targeting the prospect base. Segment the email list for personalized messaging. Design and create visually appealing email templates in Mailchimp. Monitor campaign performance, open rates, click-through rates, and conversions. Analytics and Reporting (10 hours): Track the performance of digital outreach campaigns. Analyze data to identify areas for improvement and optimization. Prepare reports summarizing campaign results and provide recommendations. Collaboration and Communication (10 hours): Collaborate with the marketing team to align strategies and goals. Communicate progress, challenges, and findings effectively. Attend team meetings and brainstorming sessions as needed. Requirements: Strong graphic design skills with proficiency in Canva or similar design tools. Familiarity with email marketing platforms, particularly Mailchimp. Creativity and a keen eye for design and content. Excellent written communication skills. Ability to work independently and as part of a team. Basic understanding of marketing principles and strategies. Benefits: Opportunity to gain hands-on experience in digital marketing and email outreach. Exposure to a real-world corporate environment and collaboration with a professional team. Development of graphic design and email marketing skills. :Letter of recommendation at the end of the project. Evaluation and Feedback: Regular feedback sessions will be held to assess progress and provide guidance. At the end of the project, a performance evaluation will be conducted, and the student will receive feedback and recommendations for future career growth. By successfully completing this project, the co-op student will contribute to improving our digital outreach efforts and gaining valuable skills in graphic design and email marketing. www.touchstonebrands.com

Sales and Operational Analysis for Business Plan Development

Project Goals: Collaborate with the management team at Touchstone to create a comprehensive business plan. Evaluate the current financial status and prospects of the organization. Develop multiple future scenarios based on assumptions. Emphasize the value the business plan provides for both current operations and future growth, specifically in forward planning and capital raising efforts.

International Trade Organizations' Marketing Programs and Funding Opportunities Research for Canadian Producers

Project Goals: Research and contact international trade organizations representing wine-producing countries, such as Wines Chile and Wines of Argentina. Gain insights into the marketing programs and funding opportunities they offer for Canadian producers looking to promote their wines. Provide a comprehensive report on available marketing programs, eligibility criteria, and application processes.

Wine Club Opportunities Research, Recommendations, and Influencer Engagement in Canada

Project Goals: Conduct comprehensive research to identify existing wine club opportunities in Canada. Aggregate data on wine clubs, their offerings, and customer bases. Provide recommendations for Touchstone brands on participating in wine club programs. Identify top influencers in the beverage alcohol industry in Canada and detail engagement fees.

Understanding the Customer Base and Enhancing Customer Engagement

Project Objective: The primary objective of this Cooperative Placement Project is to enable the student to gain practical experience in understanding and engaging with the customer base in Western Canada. This project focuses on analyzing customer data to identify distribution gaps, buyer behavior, and seasonality trends. The student will create and implement targeted drip marketing campaigns to connect with existing customers and generate new leads. Additionally, the project aims to assist in acquiring more contact information and provide recommendations for preselling and nurturing warm leads, thereby developing valuable skills in data-driven marketing and customer engagement.

Marketing Plan Development and Materials Creation

Project Objective: The primary objective of this Cooperative Placement Project is to equip the student with practical marketing skills and experience in developing tailored marketing plans and materials for diverse liquor producers, ranging from basic materials like sell sheets and social media ads to advanced promotional strategies. This project aims to enable the student to adapt to varying brand needs, while gaining a comprehensive understanding of trade marketing, including the submission process to liquor boards, thus preparing them for a successful career in marketing within the liquor industry.

Developing Base Brand Decks and Organizing Brand Folders

Project Objective: The primary goal of this cooperative placement project is to develop base brand decks for both international and domestic producers, and to organize existing brand folders to ensure that all core materials are readily available and up-to-date. By the end of this project, our aim is to have comprehensive brand decks that can be easily used for promotional and marketing purposes, and organized brand folders that streamline brand information retrieval.