Coasters

Overview

The Brand — National Alcohol Shipping Service Coasters is undoubtedly one of the most prominent names in alcohol shipping in the United States. However, there was a disconnect between their marketing and their target audience. After hearing about us through a mutual business connection, Coasters commissioned us to increase consumer engagement with their retail businesses. Challenge — Breaking Through the Noise Although Coasters had established itself in the alcohol shipping space, their value proposition wasn't resonating with the right audience. Their marketing proposition lacked a cohesive strategy, and their competitors' services were easier for consumers to find. All of this meant that Coasters were in danger of being overlooked by their target audience, despite their many years of industry experience. Solution — Integrated Marketing Strategy We developed an approach to integrate Coasters' B2C digital offering with their other business lines. CityHive, one of the most popular alcohol e-commerce platforms in the United States, was utilized across Coaster's digital estate, and the customer journey was optimized to allow users to order items online and collect them in-store. Omnichannel reporting was utilized to create a comprehensive picture of their target audience, and detailed customer targeting was developed. We used this information to develop a marketing strategy that would drive growth, encompassing brand messaging, email, direct mail, SEO, social media, and paid media. We then created a digital marketing and product strategy that would yield measurable success. This was complemented by digital marketing and product roadmaps that ensured a consistent user experience, as well as tactics to create a turnkey approach for new store openings. We achieved this by working closely with Coaster's marketing, creative, and operations teams, as well as other stakeholders from across the organization, ensuring everyone was aligned on the new marketing strategy. Staff training courses were updated with the new messaging.