Project Overview
Green Gatherings offers biodegradable picnic products made from pressed leaves. The brand exists to make outdoor gatherings more sustainable without sacrificing convenience or beauty.
Objective
Increase awareness and lead generation by connecting sustainability to everyday family gatherings, affordability, and practical product use.
My Role
Marketing Strategist and Content Planner. I researched target audiences, created personas, developed messaging angles, and planned blog, email, and landing page content.
Research & Discovery
The project focused on environmentally conscious consumers, women ages 30 to 50, young families with children, middle-income buyers, and European audiences. Two core personas shaped the strategy: a budget-aware millennial parent and a family-oriented grandmother.
Strategy
The campaign balanced sustainability with accessibility. Instead of positioning the product as a premium eco-purchase, the messaging emphasized simple, affordable choices that help families reduce waste during meaningful gatherings.
Execution
- Created audience personas and segment priorities
- Developed brand messaging around sustainability, affordability, and family use
- Planned SEO-style blog content for awareness
- Built an email nurture sequence from education to product introduction
- Aligned CTAs and tone across blog, email, and landing page touchpoints
Results / Projected Impact
The final campaign provided a full-funnel content direction for moving users from awareness to lead capture and eventual product interest. Results are presented as strategic deliverables because this was a portfolio project.
Lessons Learned
The biggest takeaway was that sustainability messaging works best when it feels useful and human. The strongest angle was not guilt, but helping families make better choices without making life harder.
