Yelp WiFi launch
In April 2017, Yelp acquired Toronto-based marketing company Turnstyle. Turnstyle's (now Yelp WiFi) product uses WiFi as a vehicle for business owners to gather valuable customer data (email, phone number, demographics) and send them personalized marketing messages.
Officially launching as 'Yelp WiFi' in July 2017 my team and I lead several initiatives for marketing, product education and customer on-boarding materials.
Launch / Product Education Materials
Product One-Sheeter
As the first of many content marketing pieces for Yelp WiFi, this one-sheeter was my team and I's first take at understanding Yelp WiFi and its key value proposition for business owners (retention). This one-sheeter was framed to create demand and clearly outline the benefits and capabilities of a product business owners were not familiar with.
Case Studies
For this project I worked closely with Yelp's Design team to create a template for Yelp client case studies. The case studies were designed to showcase Yelp WiFi's well-known clients, highlight success metrics and provide education on the product itself. These case studies are used regularly in marketing and sales emails.
'Hall of Fame' by Category
This campaign was put together to demonstrate the value of Yelp WiFi across different business categories (Beauty and Spa, Automotive, Nightlife, etc.). I worked with the Design team to develop a template for the layout and wrote copy for all eight campaign categories, which included building mock campaigns in the Yelp WiFi marketing platform. These one-sheeters are used daily by the Yelp WiFi sales organization.
Marketing Best Practices (On-boarding)
Once a Yelp WiFi client, business owners have the ability to contact their customers via email or SMS anytime they like with their own marketing messages. Acknowledging that small business owners are not uniquely-equipped to manage marketing campaigns, I put together this one-sheeter outlining best practices and marketing do's/dont's providing examples for each.