Thrivery

client work for a local juicery

Jan 2023 - April 2023

Client Overview

The Thrivery: an Ann Arbor based chain dedicated to feeding your body at a cellular level, creating extraordinary juices, smoothies and eats designed to help people heal and thrive

Team: Abby Matthews, Rosalie Comte, Sharra Kutty, Ava Osburn, Min Seok Kim

Key Semester Objectives

Re-launch Sorority Delivery Service: Re-build a Saturday Delivery Service Launched previously
Increase Store Traffic & Brand Awareness: Eliminating the "I wish I heard of the store sooner" phenomenon, increasing campus store awareness
New Social Media Content: New ideas and content to increase engagement and improve posts

Market Research

Data-driven decision making is at the heart of our social media strategy. Through comprehensive market research, including a SWOT analysis and competitor analysis, we identified valuable trends. Competitors relied heavily on sterile visuals and static Reels, but we saw the power of vibrant backgrounds and human connection in successful campaigns. Additionally, high-performing posts often featured collaborations or new product reveals. By translating these learnings into action, we crafted a social media strategy focused on captivating visuals, engaging Reels with a human touch, strategic partnerships to broaden reach, and targeted hashtags for optimal discoverability. This approach positions our brand for a thriving social media presence.

Relaunching The Thrivery's Sorority Delivery Service

Send interest emails to Sorority contacts
Establish Ambassador Contacts for orders
Weekly correspondance to confirm orders & delivery time
Send weekly promo code, and confirm with The Thrivery

Successes: Secured ambassador partnerships with three sororities (AGD, SDT, Alpha Phi) and coordinated four weeks of order fulfillment, while also initiating outreach to expand our reach to organizations like CHAARG and SoulCycle.

Challenges: Reaching the order minimum: despite interest, ambassadors were not able to get 7+ orders for each delivery

Photoshoot & Social Media Recommendations

Photoshoot
One of the main things we wanted to achieve for the Thrivery this semester in terms of the creative side, was give them a new bank of photos to use for their social media posts and flyers. We spoke with them about what look they wanted to go for and we decided to create ingredient based photos of their juices with white backgrounds to keep it as clean as possible. We were able to go to The Thrivery and shoot their juices with the new labels they got since they changed their name, and came out with some great photos they’ll be able to use.

Social Media

Post on high traffic days: Tuesdays, Fridays & Saturdays
Creating captions with specific hashtags and keywords for exposure
Utilize stories to increase visibility & repostability
Follow local food & fitness accounts for collaborations

Music Matters Partnership

To increase campus engagement and target both underclassmen and upperclassmen, partnering with Music Matters- another club on campus - for a The Thrivery Vendor Engagement booth in the heart of campus during SpringFest on April 14th from 10am-6pm

Next Steps

Continue to Grow Delivery Service: Establish Year- Round Consistent Order Relationships
Implement & Track New Social Media Content: Utilize NicoMercs to track engagement with new content
Evaluate Partnership : Maintain if sucessful for cross-campus promotion & explore other opportunities