District Co Launch

For my senior project,  I created a marketing plan and deliverables for the launch of Two Chicks and a Hammer’s retail store, District Co. After some delays due to Covid-19, the store launched in Spring 2020. The deliverables for this project included: a timeline of events and marketing materials, a branding guide, social media content, blog content, website content, email campaigns, a press kit, and a media kit. 

Two Chicks and a Hammer is featured on HGTV’s show Good Bones, where they revitalize their neighborhood by renovating homes, sometimes stripping them down to their “good bones.”

After the success of the show and the impact they made on the community within Indianapolis, Two Chicks and a Hammer wanted to expand their business to include a storefront, which is where the idea of District Co. came from. 

I worked closely with Two Chicks and a Hammer to develop a timeline of their launch for District Co. including a soft launch and a hard launch. This timeline then determined what materials I created and when each of them was going to be distributed to the various channels.

I then created key messaging and a description of both District Co. and Two Chicks Gives Back. This deliverable was the foundation of the rest of my project materials. It communicates the most important information to the target audience in very concise phrases/ sentences.

The website content included a pre-launch landing page, about us District Co. page, about Two Chicks Gives Back page, email pop-up box copy, and copy for the Thanks for your Purchase page. The pre-launch landing page was particularly important because we want to get emails to build up the emailing list.

One of the goals for this marketing campaign was to develop a strong email list. I focused on creating content on the website to drive people to sign up to the email list. The emails I created for District Co’s emailing list were: Thanks for signing up for our email list, give away email, 3 days to District Co, Pre-launch day email, and Welcome to District Co. email. I also created emails for Two Chicks and a Hammer’s separate emailing list including a pre-launch day email and a giveaway email.

The next step was to create a press kit. This included a media advisory about the grand opening on District Co., a press release about District Co., and a press release about the launch of the Two Chicks Gives Back organization. These were important pieces to be able to get attention pointed as District Co., and hopefully will create some media buzz before the grand opening.

The Media Kit includes a variety of content that is all-important when pitching the media the story about District Co. It includes a background of Two Chicks and a Hammer, bios of Two Chicks and a Hammer’s Mina and Karen, a background of District Co., District Co.’s products and services, Two Chicks Gives Back background and contact information.

I created a one-month pre-launch content calendar for District Co. This includes sneak peeks and a giveaway. The giveaway was a large part of this campaign because it will attract the most followers. Two Chicks and a Hammer will be giving away a 2-night stay at their Airbnb, which is right around the corner from District Co. The winners will also be given a sneak peak of District Co. before it launches and will get to meet Mina and Karen. I also included District Co. launch announcements for Two Chicks and a Hammer’s social media.

I created blog content for the blog that will be launching after District Co.’s website launches. I first created a content calendar with ideas for blog posts. I then created several of the posts. One of the key messages for District Co. is that they feature a new artist every month. I included an outline of some questions that could be asked for a blog post. I also included an outline for the Introduction to District Co. blog post, and I wrote a blog post about how to get a Two Chicks and a Hammer kitchen.