Sales Campaign Strategy
The Hawaii Store is the e-commerce retail channel for the Polynesian Cultural Center, bringing the products, culture and spirit of Hawaiʻi to customers around the world. I developed the positioning and copy for a continuous schedule of weekly sales and product campaigns designed to drive traffic, purchases and engagement.
EMAIL MARKETING | CAMPAIGN STRATEGY | COPYWRITING | PERFORMANCE ANALYSIS
THE IMPACT
A consistent strategy delivered measurable results.
+27%
Profit Growth in 2022
+41%
Profit Growth in 2023
143,820
Average Weekly Impressions
2.63%
Average CTR per Impression
THE CHALLENGE
The Hawaii Store needed a consistent promotional strategy to keep customers engaged, drive traffic and increase sales. The goal was to create weekly campaigns that felt fresh and compelling while maintaining the brand’s unique connection to Hawaiʻi and the Polynesian Cultural Center.
MANAGED WEEKLY CAMPAIGN MIX
Coordinated up to five concurrent promotional messages each week.
DEVELOPED POSITIONING
Created a distinct angle and value proposition for each campaign.
WROTE CAMPAIGN COPY
Translated offers and product stories into compelling messaging.
THE WEEKLY MARKETING MIX
Each week, up to five campaigns could run concurrently, with different objectives designed to drive sales, increase order value and keep products top of mind.
REVENUE-DRIVING PROMOTIONS
Discounts and special offers designed to directly drive purchases.
ORDER-VALUE INCENTIVES
Promotions designed to encourage larger order values.
PRODUCT STORYTELLING
Non-discount content designed to maintain visibility, educate customers and highlight products.
CAMPAIGN SPOTLIGHT | Father’s Day Promotion
“Thank him for the best jokes and biggest smiles.”
OBJECTIVE
Drive Father’s Day purchases within the men’s apparel and accessories category.
OFFER
20% off purchases of $100 or more.
POSITIONING
Connected the promotion to Father’s Day through warm, personality-driven messaging rather than leading exclusively with the discount.
