Facebook, Brandefined Help Floral Designer Go Green
BEAVERTON, Ore., Feb. 24, 2014 /PRNewswire-iReach/ In just five days, Elizabeth Wray Design, with the help of Brandefined, gathered the 250 votes necessary to secure her entry into Chase Bank's Mission Street Grant program. Brandefined designed a specific Facebook strategy to help Elizabeth Wray overcome insurmountable odds to be eligible for a grant to make her small business completely green.
Having worked with Brandefined for a while, Elizabeth Wray decided to ask for help after her own last minute efforts couldn't gather the votes she needed to qualify for entry to win the Chase Mission Street Grant. Chase Bank offered a $10,000 prize to the winning business, money Wray planned to use to make her floral shop completely green. Wray and her creative strategist Chelsea Nodine began working immediately. They connected every morning to discuss what worked and what needed to change for the coming day. They knew it was a long shot, and they remained realistic about what they could accomplish in such a short amount of time.
"Chelsea jumped on board right away," said Wray. "She was so supportive of our Eco-Green initiative and I felt as if I had the perfect partner to achieve what seemed, at the time, to be impossible."
Promoted posts and niche targeting were the keys to this campaign's success. Brandefined began by targeting environmentally-conscious users in the Chicago area, and branched out to include the top green cities in the US. Daily changes to the promoted posts kept a fresh, relevant message in front of the hand-picked audience. The campaign skyrocketed, and by the end of the contest, Wray's message had reached nearly 70,000 Facebook users an average of 4.3 times each. Out of over 500 direct interactions, 80% clicked through to her website.
"It came down to the last hour. Votes were coming in as we refreshed the page, each one bringing us closer to our goal of 250," said Nodine. "Both of us had high hopes but neither of us expected to make it. We were awestruck as we watched the votes pour in."
Elizabeth Wray Design started in 1992 and offers boutique floral design to the Chicago area. Elizabeth has a passion for weddings and her designs embody a sophisticated elegance that makes them stand out from the crowd. Elizabeth Wray Design has already incorporated many green initiatives into the business, including composting floral scraps, and plans to add more if they win the grant. Wray thanks Brandefined and Facebook for making the grant a possibility.