Developing a Marketing Strategy for Stash-Up!
Cal Deighton
Introduction to Stash-Up and Our Project
Stash-Up is an innovative marketplace app designed for parents to buy and sell preowned school uniforms, ensuring affordability and sustainability. Founded by Mauricio Banados-Cornejo in York in 2019, Stash-Up aims to provide the best prices for quality uniforms and leverage a criteria-based recommendation system. As the company prepares for its UK launch, Stash-Up enlisted our team at York Community Consulting (YCC) to help achieve 10,000 email sign-ups from interested parents within three weeks.
Project Objectives and Approach
Objectives:
Develop a plan to secure 10,000 email sign-ups in three weeks.
Identify and test alternative outreach channels beyond traditional social media.
Propose content strategies for the recommended channels.
Tasks:
Create a comprehensive plan to achieve the email sign-up goal, targeting parents, schools, and relevant groups.
Identify and test unique channels for reaching parents.
Develop content ideas for the chosen channels.
Results of the Stash-Up Project
Leading this summer marketing project, my team and I delivered exceptional results:
Email Sign-Ups: Achieved over 10,000 email subscribers within three weeks through a multi-channel outreach strategy.
Unique Channels: Identified and leveraged alternative channels such as podcasts, newsletters, sustainability websites, and school events, proving their effectiveness in engaging parents.
Content Strategy: Developed engaging content, including informative blog posts, interactive quizzes, and testimonial videos, tailored for each outreach channel to maximize engagement.
Market Research: Conducted thorough secondary research on start-up strategies, mapping out attainable goals and identifying key factors influencing email sign-up efforts.
Recommendations from the Final Presentation
Our final presentation provided Stash-Up with a detailed strategy plan, including:
Channel Selection:
Podcasts: Engaging small influencers focusing on parenting and sustainability.
Blogs/Newsletters: Targeting school-related topics and budget-friendly ideas.
Open Days: Leveraging school events to reach parents directly.
Sustainability Websites: Aligning with parents' environmental values.
School Sporting Competitions: Accessing parents through popular school events.
Key Recommendations:
Focus on Sustainability and Affordability: Ensure the audience meets Stash-Up’s target market.
Strong Communication with Schools: Enhance opportunities to reach a larger audience.
Cost Benefit, Ease of Purchase, and Quality Assurance: Highlight these as primary motivators for parents.
Three-Week Plan Breakdown:
Week 1 - Analysis & Development:
Competitor Analysis
Customer Profiling
Strategizing Marketing Channels
Week 2 - Content Creation:
Developing targeted content
Influencer outreach
Email campaign preparation
Week 3 - Execution & Evaluation:
Launch influencer campaigns
Execute email campaigns
Social media engagement
Performance evaluation and adjustments
Our collaborative efforts provided Stash-Up with a robust framework to enhance its outreach, ensuring a successful launch and a strong foundation for future growth.
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Posted Jul 18, 2024
Stash-Up, an app for buying and selling preowned school uniforms, engaged me & YCC to secure 10,000 email sign-ups in three weeks.
