Tulip Market Expansion, Digital Strategy & Website
Overview: Foundations Partners Group, a prominent provider of funeral and cremation services with over 120 brands, sought to enhance their ecommerce brand and presence in the United States, partnering with 45/RPM to assist in their digital expansion. Tulip, a direct-to-consumer ecommerce cremation service, had built a brand presence in one state and demonstrated effectiveness in using digital advertising to boost sales. Although Tulip’s ecommerce model had strong potential for growth, it faced challenges due to regulatory issues and limited brand recognition. Within a year, 45/RPM effectively organized both internal and external resources to launch Tulip in eight new markets. Actions Taken: Created and implemented a market expansion strategy focusing on enhancing brand awareness and customer acquisition in an industry characterized by a brief buying cycle. Collaborated with business leaders and technology and marketing teams to deploy strategic digital initiatives aligned with business objectives. Coordinated with internal stakeholders at FPG and Tulip to oversee external marketing suppliers, resources, tools, and platforms. Developed and executed integrated marketing campaigns across various channels and digital platforms. Continuously analyzed and monitored data from diverse sources, identifying strengths and weaknesses to optimize marketing efforts. Served as Tulip's digital partner, leading website development, product planning, and content for paid and organic social media. Designed user flows and journeys, conducting thorough UX research and analysis to understand unique consumer behaviors and create tailored experiences directing users to their desired outcomes.