Project Overview
The Grove Box is a fictional outdoor wellness subscription brand. The project focused on helping an early-stage brand build awareness, drive website traffic, and guide users through a full-funnel customer journey.
Objective
Design a data-informed, multi-channel strategy that supports awareness, consideration, conversion, and retention despite limited real-world data.
My Role
Digital Marketing Strategist. I handled research, planning, data analysis, competitor review, persona development, customer journey mapping, and channel strategy.
Research & Discovery
I analyzed competitors in outdoor gear, wellness, and sustainability. The main opportunity was that many competitors emphasized equipment, while fewer owned the outdoor recovery and wellness angle.
Strategy
The strategy positioned The Grove Box around outdoor wellness, not just outdoor gear. Instagram supported awareness, blog content and search supported consideration, retargeting supported conversion, and community content supported retention.
Execution
- Built buyer personas and audience motivations
- Completed competitor research and positioning notes
- Mapped a full ACCR customer journey
- Recommended organic social, blog, paid search, and retargeting tactics
- Created visual content concepts and funnel-aligned messaging
Results / Projected Impact
The project created a cohesive launch-ready marketing framework and showed how an early-stage brand could use niche positioning, education, and funnel alignment to compete against larger outdoor gear brands.
Lessons Learned
This project strengthened my ability to turn limited data into practical decisions. It also showed how important customer intent is when choosing channels and writing messages.
