Strategic Growth & Customer Engagement at Snake River Seed Cooperative (SRSC)

As Marketing Manager for SRSC, I embraced an adaptable approach to drive sales, increase customer engagement, and strategically address challenges within a fluctuating market. Over my tenure, I prioritized creative problem-solving, team collaboration, and data-driven decision-making to position SRSC for continued growth.

Key Highlights and Strategic Contributions

1. Enhanced Customer Retention and Segmentation:

Doubling Website Traffic: In 2022-2023, the gardening industry faced a market-wide downturn. I took proactive steps to minimize the impact on SRSC by:

• Spearheading aesthetic website updates to enhance the customer experience and drive engagement.

• Developing regional planting guides and “What to Plant Now” posts to maintain steady sales and provide value to customers.

• Introducing new product lines, including microgreens and bulk flower mixes, to address inventory surpluses. These efforts were highly successful, selling out some seed lots and stabilizing online sales during the downturn.

• Aligning these efforts with social media engagement, customer interactions at events, and sales performance data to ensure a strategic focus on customer needs.

Website visits doubled since February 2022, reflecting long-term growth from customer-focused strategies.

3. Mid-Season Problem Solving | Addressing a Sales Decline with Integrated Strategies

In February 2024, SRSC faced a 40% drop in online sales, requiring a swift and strategic response. I developed and executed an integrated recovery strategy that aligned online and in-person efforts:

• Integrated Event and Promotion Strategy:

  • Launched a 15% off limited-time online discount timed with a major in-person event in Boise, ensuring customers outside the Intermountain West also benefited.

  • Leveraged the momentum of a key press mention to re-engage gardeners starting their seed buying as weather warmed, targeting a "second wave" of seasonal customers.

• Data-Driven Targeting:

  • Used insights from previous sales trends and customer behavior to tailor promotions, focusing on underperforming inventory and customer cohorts likely to convert.

• Results:

  • The strategy reversed the February sales decline and drove significant recovery in March, setting the stage for a strong spring season.

4. Improving Conversion Rates with CRO Expertise

To further support growth, I led the decision to partner with a Click Rate Optimization (CRO) firm in 2024. This partnership enabled:

• Targeted Website Improvements:

  • Introduced features like a sticky add-to-cart bar and previously viewed products, enhancing customer retention and trust.

  • Improved AOV (Average Order Value) through user-friendly design and intuitive shopping tools.

• Mid-Season Consultation:

  • Received strategic insights that informed the integration of Klaviyo for enhanced email marketing and segmentation.

  • By the end of April, sales were up 20% online as compared to the same time the prior year.

5. Pivoting to a Customer-Centric Strategy

By the summer of 2024, I shifted the marketing focus to align with customer insights, laying the groundwork for future success:

• Conducted survey-based research to better understand customer sentiment and behaviors, which informed the creation of representative personas like Harold: The Weekend Gardener.

• Leveraged insights to tailor campaigns that met customer needs while addressing specific inventory goals.

• Aligned product launches and promotions with data-driven segmentation, ensuring a targeted approach to sales growth.

6. Customer Persona Example: Harold | Food & Family

• Profile: Represents gardeners who began during the COVID pandemic, balancing a busy lifestyle with a passion for growing food.

• Applications:

  • Seasonal planting guides and family-friendly seed collections catered to Harold’s goals.

  • Tailored campaigns offered limited-time discounts on seed lots with surplus inventory, providing value while supporting business goals.

  • Personalized email flows via Klaviyo ensured effective re-engagement and retention.

7. Integration of Klaviyo and Campaign Successes

Key Campaigns and Metrics

• Abandoned Cart Reminder: Engagement and sales improved dramatically from the integration of this key automation, showcasing the impact of segmentation and personalization.

• Website Optimization: CRO efforts enhanced user experience, contributing to record-breaking sales growth.

• Improved Conversion Rates (Nov 9 – Dec 9, 2024, compared to the prior year):

  • "Seedy Monday" Emails: Strong open rates (66.45%) and tailored messaging drove seasonal success.

  • +34% Conversion Rate: Website optimization and tailored campaigns increased customer purchase rates.

  • +77% Orders: Strategic content adjustments supported a significant rise in order volume.

  • +252% Total Revenue: Refined email campaigns and customer segmentation drove record-setting seasonal performance.

Conclusion and Reflections

My time at SRSC highlighted my ability to adapt to challenges, pivot strategies, and focus on both immediate and long-term goals. By embracing data-driven decision-making, creative content development, and strategic marketing tools, I was able to deliver measurable results, including record sales and increased customer retention.

I take pride in being a team player and a strategist who can balance high-level goals with hands-on execution. The integration of tools like Klaviyo, the success of tailored campaigns, and the foundational work in customer persona development demonstrate my commitment to thoughtful, impactful marketing strategies that deliver results.