Digital Marketing Intern, Cleveland Kitchen
The summer of 2020 I served as the Digital Marketing Intern with Cleveland Kitchen. Cleveland Kitchen is a fermented foods brand known for its sauerkrauts and first-of-its-kind fermented dressings, among other products, as featured in media such as The Tonight Show and Bon Appetit. This internship provided me with a breadth of digital marketing experience including organic social media, influencer campaigns, ecommerce, social shopping, website management, and email marketing.
Overview
Much of my work involved organic content creation and curation. Cleveland Kitchen's brand speaks to both the clean-eating and foodie communities through their healthy yet trendy food content on all digital platforms. I worked with a team of media specialists to write copy and curate content in the form of recipes, giveaways, influencer collaborations, news features, and cooking videos to share on Cleveland Kitchen's social channels, website, and email.
Organic Social Media
When I started my role with Cleveland Kitchen, organic social media was already one of their strong suits. Their brand centers around high quality photo and video food content combined with an informal brand voice and frequent posting. These characteristics resulted in high engagement which I aimed to preserve through my work. I curated images from Cleveland Kitchen's extensive Dropbox media library and paired it with copy that fit their brand voice to create a backlog of over 60 posts, one for each day of the week for the months of August and September.
Influencer Campaigns
Part of my work also involved working with influencers for social media campaigns. I frequently monitored Cleveland Kitchen's notifications, direct messages, and tagged posts to see who was posting about CK's products and whether these posts could be shared on CK's channels. If I thought these accounts matched CK's brand and were worth collaborating with in the future, I added them to CK's influencer CRM. For more specific campaigns, such as the "back to school" campaign, I went through the influencer CRM to find influencers who would be a good fit, then I direct messaged them to see if they would be interested in collaborating.
Social Shopping
During my internship I recognized that there was an opportunity to help Cleveland Kitchen launch social shopping on their Instagram and Facebook. Since this was a new prospect to them, I conducted preliminary research on the benefits of using social shopping and presented my findings in an all-office meeting. Once I got the green light from my supervisors, I set up social shopping then added CK's product catalog to both channels.
Website Management
Using the CMS Webflow, I helped manage the Cleveland Kitchen website by frequently updating it with content in the form of recipes, news, and new product information. I also helped update the pop-up CTA on CK's homepage to sign-up for the e-newsletter. When the website was later integrated with Shopify, I helped update the website copy to drive ecommerce.
Email Marketing
To improve email marketing efforts, I started a weekly Cleveland Kitchen e-newsletter featuring content such as recipes, product spotlights, cooking videos, and other CK news. I essentially repurposed much of the same high-performing content from the website and social media with the overarching goal of driving traffic back to the website to increase ecommerce. Through the
e-newsletter, I improved click-through rates by about 10% weekly, and high-performing emails reached an 8% increase in conversion rate resulting in actual sales through the website.
The Tools I Used
