Time Out For Women

When the world shuts down, get creative.

I’ve worn many hats at Deseret Book over the last four years. The marketing manager for events during a global pandemic was not one I would have willingly chosen, but it is one that I have immense gratitude for. Nothing challenges you more than canceling a 30,000+ attendee event tour with no idea what to do or even how to pivot in a world that was frozen in time.

Enter TOFW at Home. The team knew we needed a solution, and we knew it wasn’t going to be easy. The end result became nothing short of a miracle. This campaign easily goes down as the most challenge and rewarding of my entire career thus far.

Successes

Created an entire product offering, and marketing campaign, and redesigned the website to launch TOFW at Home
Implemented an entire shopping and digital download experience that previously did not exist
Over $200k in revenue
Immeasurable learnings from a product, marketing, and content space

TOFW AT HOME SOCIAL

Social was a massive element of the TOFW at Home product and campaign. We knew we needed to engage with our audience in a direct way. Not only did we need to keep the audience alive during so many months of uncertainty (that eventually turned into years), but we needed to make sure they knew the offerings we had to fill the gathering void and a community rallied around them.

Averaged 225+ new followers every month for 6 months
Averaged 450.6k impressions each month
32.2k link clicks during the active campaign period

Print Ads

Print ads for the campaign ran in both LDS Living Magazine and the Deseret Book Catalogs throughout the course of the campaign.

They were included in over 7 printed editions and delivered to over 800k households.

Email

The emails for TOFW at Home had to pop! They needed to clearly communicate the why and the value add for each customer as well as accomplish the overarching goal of conversion.

The email campaign consisted of 17 emails throughout the campaign as well as post-purchase/download instruction emails. We wanted every email to feel calm, welcoming, and informative.