Blue Moon Estate Sales

DESIGN | MARKETING | COMMUNICATIONS | COPYWRITING | TRAINING

Blue Moon Estate Sales is a national estate sales franchise headquartered in North Carolina. I joined the HQ team in 2018, and it was a classic startup environment: five passionate, driven people, each wearing five times as many hats, huddled around a kitchen table sharing ideas, getting creative, and making things happen. The big goal was to nurture what was once a small family business into the go-to estate sale brand. My role involved shaping the brand’s identity, establishing and maintaining standards, and promoting Blue Moon to clients, customers, owners, and potential franchisees via original, engaging content, designs, and communications.

 

The Highlight Reel

 
 

Swiss Army Knife Life

• Increased website traffic by 86% and sessions by 81% via email marketing, social media posts, paid ads, print collateral, and web content
• Drove web traffic and event revenue to all-time highs via weekly 50K+ subscriber newsletter
• Managed social media, growing organic Instagram following by 2,000%
• Amplified brand’s identity, services, and missions with original designs and content including ebooks, blog posts, direct mailers, presentation decks, brochures, guides, signage, and more
• Led webinars, national conference presentations, and training sessions
• Shook hands. Pet dogs. Kissed babies. (No, really.)

The Big Picture

I handled all graphic design, copy, social media, and content needs.

 
Web Content

Web Content

Social Media Management & Strategy

Social Media Management & Strategy

Franchise Development Campaigns

Franchise Development Campaigns

National & Regional Print Advertising

National & Regional Print Advertising

Direct Mailer Campaigns

Direct Mailer Campaigns

Client Communications

Client Communications

Event Collateral

Event Collateral

A Closer Look

 

Blue Moon experienced rapid growth, and with that came new challenges. One such challenge was the brand’s email marketing. Every week, nearly 60,000 eager subscribers would receive a newsletter announcing upcoming estate sales. As Blue Moon gained more recognition, it gained more clients. With more clients came more sales.

 

 

So What’s the Problem?

Writing summaries of each individual sale was taking more and more time, and those descriptions were taking up more and more space. We decided to break our subscribers into regional segments, but it was a bandaid. Vital information was beginning to fall below the dreaded digital fold. It simply wasn’t scalable.

 

The Redesign From Top to Bottom

 

• Current health & safety protocols
• Welcoming introduction & shoutouts to high-interest sale items
• Prompts to find or have a sale
• Links to upcoming sales
• Gallery of estate sale treasures
• Career & franchise ownership CTAs
• Closing feature for blogs, news, etc.
• Social media links

The Results

  • Web Traffic

    Web traffic hit all-time highs with the tallest peaks coinciding with newsletter blasts.

  • Revenue

    Physical estate sale traffic spiked, as well, leading to record-breaking revenue from subscribers.

  • Engagement

    There was a 75% increase in newsletter engagement. Clicks continued to rise 118% in the coming months.