Situation
Diventures, a scuba, travel, and swim company headquartered in Omaha and expanding across the Midwest, needed email, video, print and web graphics, and a digital experience that could keep up with new locations.
Constraint
Retail lists and the marketing platform had drifted apart. Automation only works if the data is honest.
Decision
With the Diventures marketing team I cleaned and organized email lists between the retail system and Mailchimp, redesigned marketing emails, and built automations for new-member welcome, birthday treats, and club announcements. I also produced video, including an About Diventures (opens in a new tab) piece.
Outcome
Marketing automation and systems work helped the team expand and later engage a larger agency as growth objectives scaled.
What I would do again
Fix list hygiene before redesigning templates. Pretty email on a dirty list is still a dirty list.
What I would change
I would have documented the data contract between POS and Mailchimp as a spec, so the next agency inherited a system instead of a pile of campaigns.