The Runners Shop
The best place in Canada to buy running shoes, supplies, and get expert advice from experienced runners. My “main role” here is marketing management. Everything from strategy, eCommerce optimization, digital advertising, content creation, and social media management.
Highlights:
- Overhauled eCommerce website & inventory management system with over 6000 SKUs
- Grew the store mailing list to over 5500 subscribers in 2 years with ~$30K attributed sales over the past 6 months (open rate avg. 35-50%)
- Go-to for all marketing collateral, social media designs, and digital ads
- Create and manage ad campaigns averaging $0.07-$0.15 CPC across all campaigns
Direct marketing campaign.
We recently launched a direct marketing campaign where “Thank You” cards are placed directly in shoe boxes when customers order a product from our online store. On the back of the card there are instructions to tag our Instagram account in a photo of your new gear for a chance to win a $50 gift card each month. Results from the campaign will be included here when they become available over the next few months but it’s off to a great start!
Social Media.
This instagram account has been a long time in the works. We recently surpassed 1200 supporters on IG (with zero budget) after 1.5 years. We are less focused on accounts like Facebook and Twitter but will continue with Instagram and are currently testing Pinterest for SEO and advertising purposes. This section will be updated as results become available.
In this monthly contract with The Runners Shop I am responsible for building and maintaining the online community (and in-person community through events, when applicable).
I use a combination of email marketing, targeted digital advertising, social conversations, and long form content marketing through of blogs and educational pieces on the topic of running.
I’m responsible for sending over 40,000 emails on a monthly basis and maintaining an online product catalogue of over 1200 unique products (over 6000 SKUs).
In a period of extreme uncertainty, the store has grown exponentially over the past 6 months and is trending upward into the next quarter.