Shovlin Mattress Factory
Background and Challenge
Located in Fanwood, NJ, Shovlin Mattress Factory is a family-owned and operated business dedicated to manufacturing premium bedding at a lower price and superior quality than the name-brand competition.
In an industry where businesses thrive on credibility and user reviews, Shovlin recognized the need for a robust content offering that would educate its target audience on its core benefits and value proposition. Without concepts in mind, Shovlin sought to partner with an agency that could help them scale the business and set the pace for ongoing growth.
The Solution
Brand Identity Workshop — Conducted a company-wide branding workshop and as a result ideated a new brand identity, narrative and messaging
Integrated Multi-Channel Marketing — Ensured consistency and a clearly defined brand voice and messaging by updating all consumer-facing collateral, launching: a new website, digital banners, print ads, advertorials, press releases and outdoor signage
Analytics — Measured the effectiveness of existing marketing programs, contracts and renegotiated prices
Digital Advertising — Optimized paid search and paid social efforts enforcing best practices
Social Media — Revamped social media strategy, including crafting a content calendar
Email Campaign — Developed an email strategy and template by launching a CRM platform and harnessing user engagement
Responsive Messaging — Managed Covid-19 marketing initiatives by adjusting media buys and revising messaging accordingly
The Results
Enacted Covid strategies and “buy a bed from the comfort of your couch” programs. Month over month growth during the crisis was 167% due to new dynamic email campaigns, revised Google advertisements and smart, enticing social media
Based on the success and innovation of The ZAP Groups integrated marketing strategies and programs, Shovlin has officially appointed us as their full-time, marketing agency
Caribbean Cuts
Background and Challenge:
Caribbean Cuts is a family-owned exotic wholesaler located in the heart of the flower district in New York City. With two farms in Puerto Rico and an extensive network of growers worldwide, Caribbean Cuts offers some of the best quality tropical flowers and foliage and has been doing so since 1985.
After years of servicing some of the highest-profile events in the city and around the country, Caribbean Cuts relied heavily on word-of-mouth marketing. Business was good, but amidst the COVID-19 pandemic, it became clear that there was an extreme need for a robust digital presence to keep the business growing. This was when the ZAP Group came in.
The Solution:
Brand Positioning Workshop — Held an internal brainstorm to evaluate Caribbean Cuts' values and determine how the brand could communicate better with a refreshed branding package.
Photography — A photo shoot was scheduled to capture crisp and clear images of the Caribbean Cuts products. The goal was to let the striking exotics speak for themselves, and the photographers and the ZAP crew on location helped capture the perfect photos.
Website Redesign — Using new cohesive branding items, stunning photography, and fresh copy, a revamped website was created that ensured a "wow" factor, clear messaging, and ease of use.
Email Marketing — An email marketing template was put together, a database was gathered and built upon, and timely updates were scheduled when needed.
Social Media Strategy — The ZAP Team imagined and executed a new social media strategy, including researching the best times to post, detailed hashtag strategy, custom digital designs, and integrated user-generated content.
The Results:
Social media following and engagement doubled in a year, while sales are continuously growing and coming in from all angles.