"Wisdom comes from many experiences"

Melissa McClary Davis
is the Founder and CEO. She has established herself as a leading expert in the digital marketing industry with over 25 years of digital marketing experience with Fortune 500 companies in a diverse range of industries including
Coca-Cola, AT&T, Ford, General Motors, State Farm, Hallmark Cards, Lane Bryant, Best Buy, Facebook and Instagram.
In addition to serving the top corporate echelon, Melissa’s passion for problem-solving has also led her to provide top-tier marketing services to small business owners to support them in successfully navigating digital marketing. As a result, her clients achieve noteworthy sales conversion and high ROI with marketing strategies that reach maximum market shares in the digital universe.
Melissa leads a team of experienced strategists, data analysts, graphic designers, ad specialists with over 80 years of digital or marketing experience.

The WDM Blog & Case Studies

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Case Study: Edible Arrangements

May 21, 20221 min read

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THE BEFORE

  • Edible Arrangements franchise owners are part of the coop that helps pool dollars for their marketing. The Tampa market had little experience in creating a detailed digital advertising plan for their stores that focused on driving traffic locally into their stores.

  • Store traffic was very important to the franchise owners as they continue to expand their product line to fit with the new world post-pandemic.

THE STRATEGY

  • We created a detailed holistic marketing plan for the Tampa market and digital advertising represented 65% of the plan dollars. 

  • We focused on Facebook digital marketing using “click to call” objectives to get folks to call their local store.

  • We created consistency in their social media content for their FB page that focused on showing the product and key promotions throughout the year.

THE RESULTS AND IMPACT

  • 15% Increase in sales YoY;  the only market in Florida that saw growth in 2021

  • “Click to Call” was turned off due to too many calls to stores that were short-staffed to place orders

  • Over 3% increase in audience size

  • Over 1000% increase in engagement

  • Over 2000 pieces of content published in the market in 2021

THE TAKEAWAYS

  • Activity and improving actions are directly aligned with growth

  • Reviewing what the data was telling us with calls being unanswered shed light on the resource issue

  • Sometimes the best strategy is to keep it simple and consistent with brand elements

Need help with a marketing plan?  Book a call to see if we can be of assistance. 

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