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The Butcher’s Guild is a professional association with a new focus and a new 501c3 designation. They had a pretty fatigued audience that had found ways to connect outside the organization. BG needed to regroup and get back into the center of the artisan butchery world, which they had helped foster and promote ten years ago. We landed on a podcast, which was the perfect vehicle for their focus of ‘honest conversation amongst butchers’. The podcast instantly found the niche audience that Facebook lives and Zoom conferences had failed to find.
Once we established a rhythm and a core audience, we developed a marketing plan to drive listenership and bring those listeners back to the organization to build membership. Developing content from the podcast and other talks and events, we were able to build sales funnels to remind listeners that they can engage further by becoming members. Because they were reaching out to a wider audience, they shifted the membership to a lower cost structure. The result of the collective efforts is a bigger and more engaged community, and more money to help further sustainable sourcing projects and craft butchery.
Additional work for this client: brand platform, strategic plan, marketing plan, conference strategy, online sales strategy and content (sales funnels, lead magnets, landing pages), long form blog posts, live interviews.