Wildcat Bubble Tea | allisonwmarketing

How I increased sales 33% with a diversified marketing strategy for Wildcat Bubble Tea

Allison W Marketing

Executive Summary

Over a five-month period, I developed and executed a customer-focused marketing and operations strategy for Wildcat Bubble Tea. Through customer research, social media management, loyalty marketing, operational improvements, and digital infrastructure development, the business achieved:

• 33% increase in sales
• 20,000+ social media reach
• 6,500+ engagements
• 414.67% email marketing ROI
• Successful loyalty program adoption
• Built an engaged and loyal community by creating positive customer experiences across social media, loyalty programs, in-store promotions, and customer interactions.

Challenges and Objectives

Challenges

Low brand awareness
Limited visibility in the local market
Insufficient sales growth
An early-stage business with no existing marketing systems or customer audience, requiring full-funnel development from scratch.

Objectives

Strengthen Awareness and Visibiliy
Increase engagement across social media platforms
Drive measurable growth in sales through digital marketing

My Role

As a Marketing and Operations Assistant, I was responsible for developing and executing marketing strategies, managing social media channels, conducting customer research, analyzing performance data, designing promotional materials, creating email campaigns, and recommending operational improvements. My work combined marketing strategy, customer experience optimization, marketing operations, content creation, and business analysis.

Marketing Campaigns

Overall Campaign Goals

SMART Goal

Create a measurable impact in customer foot traffic and feedback by at least 10% within 6 months using targeted customer experience strategies

Key Performance Indicators (KPIs) Engagement Metrics:

Social Media activity
Review feedback
Total daily sales

Social Media Campaign Goals

Paid Social Media Campaign

Goal

Implement a targeted paid social media advertising strategy to increase overall reach and follower count by 10% across platforms by the end of November

Key Performance Indicators (KPIs) Engagement Metrics:

Click-through rates, post interactions, and ad engagement levels.
Earned Media Volume: Number of organic shares, mentions, and user generated content resulting from paid campaign exposure

Organic Social Media Campaign

Goal

Develop and publish high-quality, engaging content for Facebook and Instagram with the objective of doubling engagement by the end of November.

Key Performance Indicators (KPIs) Engagement Metrics:

Likes, comments, shares, saves, and overall interaction rates.
Earned Media: Organic mentions, shares, and reposts by users or third party accounts without paid promotion.

Social Posts

Email Campaign

Goal

Increase in-store visits by using email automation and customer segmentation to move individuals through targeted funnel stages and improve conversion at each step.

Key Performance Indicators (KPIs) Engagement Metrics:

Email Click-Through Rate (CTR): Measures engagement with email campaigns and effectiveness of segmentation and content relevance in driving users further into the funnel.
Coupon / Promo Code Usage: Tracks conversion effectiveness of email promotions by measuring how many users redeem offers in-store, directly linking email activity to foot traffic and sales.

Research and Strategy

Location: El Dorado, Arkansas – a small community with a large working population including healthcare staff and Murphy Oil employees.

Customer Persona

Age: 17–29

Health-conscious, adventurous, trend-aware

Values eco-friendly, locally sourced, and organic products

Content Preferences:

Instagram: Organic, natural, visually appealing, uplifting, entertaining content performs best. Reels are especially effective. Promotional posts perform less well.

Facebook: Promotional and informational posts perform well. User-generated content receives high engagement. Posts encouraging interaction are highly effective.

Overall Audience Segments

Local Workers (Hospital & Murphy USA): Time-sensitive lunch customers seeking fast, convenient, and reliable meals. High repeat frequency driven by routine and proximity.
Food-Loyal Customers: Quality-driven regulars who visit primarily because they genuinely enjoy the food. Strong repeat behavior and organic word-of-mouth influence.
Families with Children: Experience-oriented visitors motivated by family outings and kid excitement. Children strongly influence visit frequency through “pester power.”
Students (College + K–12): Trend-sensitive, social-driven customers influenced by peers and social media. Prefer affordable, shareable, and visually appealing food experiences.

Email Audience Segments

Frequent Customers: Regular purchasers with high engagement and strong brand loyalty. Primary target for retention and upsell campaigns.
Occasional Customers: Medium-frequency purchasers who engage intermittently and respond well to reminders, promotions, and re-engagement campaigns.
Infrequent Customers: Rare purchasers who require stronger incentives or targeted messaging to drive repeat visits.
One-Time Customers: Users who have only purchased once; primary focus is reactivation through welcome flows, offers, and brand reinforcement.

Overall Marketing Improvements

Actions Taken / Recommendations

Social Media Strategy:

Built customer profiles to guide content creation and targeting
Focused Instagram content on organic, entertaining posts with visually appealing Reels
Increased Facebook content that is informational, promotional, or user-generated
Suggested engagement-driven posts to encourage interaction

Implemented / Successful:

Renamed menu item: Redesigned a cream cheese-topped drink as a “Cheesecake” drink → became a top seller.
Birthday drink loyalty program: Launched with in-store flyers → high customer sign-ups and built an email marketing list for ongoing promotions.
Expanded delivery options: Added DoorDash and Uber Eats → improved accessibility and increased orders, especially during lunch hours.
Enhanced in-store experience: Improved comfort and engagement → strengthened customer loyalty and attracted families.
Lunch menu development: Created unique items (dumplings, Asian-inspired dishes) → increased drink orders and overall lunch-time sales through delivery.
Website launch: Provided customers with easy access to information, including delivery options and menu details.

Suggested / Not Implemented:

Host regular events (trivia, karaoke, social gatherings)
Add a bookshelf with magazines/manga
Offer convenient drink carriers for to-go orders

Related Visual Assets Designed

Total Campaign Growth Stats

Total Growth Social Media

Growth Analysis

Quantitative Analysis: Conducted correlation analysis and bivariate regression on social media activity and sales: Moderate, statistically significant correlation between number of social media posts and gross sales

Qualitative Analysis: Customer feedback indicated that service quality, board games, comfort setup, and loyalty programs positively impacted branding Engagement metrics: ~20,000 reach, ~6,500 engagements (~32% engagement rate over six months)

Sales impact: Promotional adjustments and loyalty programs contributed to measurable growth

Link to Posted Statistical Analysis for Reference

Results

Achieved a 33% increase in sales directly linked to consistent, strategic social media posting.
Increased Instagram reach to ~20,000 and engagement to ~6,500 (~32% engagement rate) through targeted, audience-focused content.
Strengthened community presence and brand loyalty through engaging content and promotional design.
Launched a birthday drink loyalty program, generating high customer sign-ups and an email list for ongoing promotions.
Implemented operational recommendations such as renaming menu items and expanding delivery options, driving increased orders and accessibility.
Built a loyalty email list that generated a 414.67% ROI on email campaign.