Marketing Portfolio
Tumwater VIneyard
Tumawater Vineyard
Tumwater Vineyard is a growing NW vineyard located in West Linn. Tumwater Vineyard recognized the need to grow memberships for operational success. In 2019, I joined the company as marketing support. Since then, the results have been excellent with incredible growth and record sales year-over-year with membership and follower base. Follower counts outperform larger well-known vineyards in the Willamette Valley.
Tumwater grew through the pandemic despite consistent closure and reduced attendance. I used a mix of email, social, and advertising strategies to increase followers and memberships.
Categories
Marketing Support & Planning
Video Marketing
Social Media Marketing
Local SEO
Email Marketing
Member Growth
157%
Event Rentals
Revenue Increase by 147%
Revenue Growth
Revenue Increase by 212%
Event Marketing Strategy
Tumwater Vineyard has a beautiful location. Although they were open to private events, they struggled to get visibility for their location or for consideration for special events like weddings and corporate events. Here I came with an approach to generate visibility and interest in the vineyard. The results were increased visibility and reservations through social ads, email, and website information.
Tumwater Vineyard Social Media Growth
With more than 800 vineyards in the region, standing out was a serious challenge. The objective was simple: increase memberships by building awareness.
I developed a social-first strategy, positioning Facebook and Instagram as the top of the funnel. By producing and promoting short-form video content, we consistently attracted ~50 new followers per week at just $0.01 per interaction. Followers were essential to getting visibility for the vineyard which in-turn reduced spend.
The results were significant: Facebook followers grew by 212%, and this momentum translated into a 157% lift in vineyard memberships. This campaign proved that with the right strategy, even a crowded market can deliver measurable growth.
WEBSITE
Tumwater Vineyard uses a Wine Management software integrated with their website. I provided support with them to help with forward looking marketing efforts. Overall, I helped with product management, photoshoots, promotions of events. Specifically to the website I helped with various website management from product setup, merchandising, and cross promotion.
Email Marketing
Tumwater Vineyard email program focused primarily on quarterly Member wine releases. Working with the Vineyard Manager I first help focus on a monthly email sends to help get more visibility. However, as the brand grew, the focus on more events, we increased the cadence to weekly as the vineyard started offering a Thursday meal service while also keeping top of mind for other events members could participate in. This came with a template refresh. Additional emails consisted of holidays and product promotd
Earned Media
Tumwater Vineyard considered within the organization as a quality wine from one of the owners who was an enthusiast. Tumwater’s customers also would tell our team how good the wine was. With the consistent feedback I decided to work with vineyard manager to submit the wines to Wine Enthusiast and put together a reminder schedule for the manager to submit wines regularly as this was an inconsistent activity.
Several of the wines landed a score of 90 or above adding notoriety to vineyard and a talking point at within the vineyard for visitors. This has been a consistent trend with the 2021 Black Label Pinot Noir landing a 94 being the highest rated wine.
