Marketing
At the crossroads of logic and imagination.
Chaia Tacos Client Work
As an account manager in the Georgetown Marketing Agency, I directed a full digital marketing overhaul for Chaia Tacos, a taco shop in Georgetown. This included developing a customer experience that leveraged their value proposition, driving key partnerships, and crafting promotional materials.
Issue
Chaia Tacos, a local shop serving tacos made entirely out of vegetables, has a diverse menu of seasonal, local, and inventive taco creations. After its opening, Chaia was a popular hub for students to dine. However, as the initial generations of students graduated, Chaia’s brand awareness declined. A scarcity of targeted customer engagement practices reduced opportunities for Chaia to connect with new generations of students.
Insight
Once we spoke with one of Chaia’s founders, we learned that Chaia prides itself on its values─good food, seasonality, local farms, sustainability, and warmth─but needed help infusing these values into each step of the customer journey. Thus, we looked at the competitive landscape and discovered that Chaia could follow suit on its competitors’ ability to captivate audiences both inside and outside of its physical location.
Solution
We started with an exploration of Chaia’s value proposition. We then developed comprehensive digital marketing strategies that targeted touchpoints where Chaia could attract new customers, such as the Georgetown Farmers Market, Instagram, loyalty punch cards, and club catering events. In promoting Chaia’s values throughout multiple channels in the community, we brought the familiar warmth of Chaia back to campus.
District Doughnut Client Work
As a creative strategist of the Georgetown Marketing Agency, I crafted a campaign to drive student foot traffic to District Doughnut’s location in Georgetown. Our proposal included creative assets, such as promotional posters, social media ads, as well as physical marketing assets like business cards and stickers.
Issue
District Doughnut, a local chain of gourmet doughnut shops, has five locations across D.C and an incredible menu of handcrafted treats, made fresh everyday. Its delectable creations were frequently featured on several prominent DC food blogs. But a lack of distinctive experiences left customers confused and uninspired to visit storefronts─a challenge as the business looked to build its customer experiences to meet the needs of a student.
Insight
After paying site visits to District Doughnut’s Georgetown storefront and speaking with the business’ owners, we discovered that student customers loved the doughnuts and the ambiance of the physical location, but needed an incentive to return. For students, it didn’t matter if the storefront was a brisk walk away from campus, as long as the destination experience consistently provided solace and delight.
Solution
I began by developing a roadmap to attract, retain, grow, and inspire District Doughnut’s customers. I then brainstormed how the customer experience could come to life long-term, creating customer recognition programs that acknowledge consumer loyalty and a close relationship with Georgetown. By lifting District Doughnut’s name to the forefront of student life, I ensured that happiness could indeed be found right here at home.
