Pahl’s Market – Case Study
Can PR Grow a Business?
This Garden Center Is Living Proof!
Pahl’s Market is a gardening center located in Apple Valley, Minnesota. They came to us with two main goals: to drive more customers into their store, and to increase the sales of their Community Supported Agriculture (CSA) program.
Media Relations Agency teamed with Pahl’s to set up an effective integrated marketing platform which they have been able to execute beautifully. We delivered on that growth with CSA sales increasing 70% over goal. Plus, we planted the seeds for future abundance!
The work completed by Media Relations was amazing. We are impressed with their level of service and commitment to helping us achieve our goals.
The Challenge
- Increase in-store traffic & sales.
- Increase CSA sales.
We grabbed every opportunity to raise awareness of Pahl’s Market and encourage customer engagement.
Our Approach
We established a consistent email newsletter contact list
We harnessed the local media to deliver Pahl’s message to the greater Twin Cities area.
We established a social media content strategy. Our program enabled Pahl’s internal team to provide the day-to-day authentic content, while our team developed the promotional content and connected it with the Pahl’s Market.
To expand the network of keywords on the Pahl’s Market website, we built the plant library which now houses more than 1,500 varieties of plants. This library can be managed by their own team. Additionally, we increased search and filter options to increase the usability.
We worked with Pahl’s internal management team to devise a program to provide a consistent content stream to their ever-growing network.
As Pahl’s expanded to 33 pick-up locations throughout the Twin Cities for their CSA program, and we made sure those areas were found in online searches.
We leveraged Pahl’s current networks by targeting their Facebook followers and their friends within the geographical proximity of their CSA pickup locations. We aimed to own all of the top positions for people searching for CSA programs and gardening centers in the areas they served.
We boosted the reach of the social content they were posting to a target market which is already connected in their network.
We employed retargeting strategies. Visitors to Pahl’s site that didn’t make a purchase received special messages in their feed promoting their programs.
Results
Pahl’s network continues to grow and bear fruit. It is important for marketing programs that sell farm-fresh product for an entire year to meet their mark (not sell too much, not sell too little). We consistently meet Pahl’s annual sales goals. The site continues to expand their network size of current and prospective customers through old and new communication channels.
3x Newsletter growth from 7,000 to more than 23,000
80% CSA email open rate
35% Monthly email open rate
127% Increase in Minnesota website traffic
9,200 Social media new connections
43,400 Social Media Engagements
3.9 mil. Social reach growth, a 30% year-over-year increase
The work completed by Media Relations was amazing. We are impressed with their level of service and commitment to helping us achieve our goals.
Jason Himmelwright – Pahl’s Market
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