Cheree Berry Paper & Design: Marketing Campaign

Cheree Berry Paper & Design, renown to event planners by reputation, creates high-end stationery designs at various price points. The day-to-day needs of brand messaging include owned media to share the whimsy and wit of the design work and copy of various collection and retail offerings in addition to custom and event work.

These various offerings create a challenge: to captivate audiences and connect them with designs that are within their different budgets. Introducing the newest personalized stationery collection and promoting it as a gift leading up to gifting for Mother’s Day took the form of e-blast communications as well as a social media campaign on Instagram. The major challenge of promoting the stationery designs was cost, as the investment began at $400 for a set of 100. Illustrating why each set was worth that level of investment and visually demonstrating attributes that separated the brand from competitors’ offerings became the core of the marketing campaign.

Because the stationery soft launch took place in February, a more concentrated effort in March kicked off in a fun stories series matching the most popular of the 20+ designs in March Madness brackets. The campaign, dubbed “Mail Madness,” generated engagement with audiences over the span of several weeks while illustrating the key differentiating aspect that set the line apart from other stationery on the market: with multiple opportunities for customization each set of stationery was as unique as the person creating it.

Open rate for all email marketing for the campaign hovered between 35-40% open rate (an increase of 10-15% from previous years). Sales indicate a high rate of return on the marketing initiatives. Analytics reveal most purchasers visited the website an average of three times before placing an order, showcasing a high level of engagement on the site and evaluation in each purchase and a high level of success for the marketing plan.