The Right Business Launch for a New Entrepreneur
Jenna Roripaugh
Owner
LuleVida
LuleVida was founded on the principle that nature nurtures. The mission at LuleVida is to build a community that is knowledgeable and understands firsthand how full-spectrum hemp-derived CBD can enhance and improve the quality of life.
In 2012, after a major head and neck injury, Vallie Gilley endured many years of pain and suffering, making life unbearable in so many ways. Because she is allergic to aspirin, and most prescription pain medications, the thought of living without debilitating pain was only a dream. Vallie was introduced to CBD two years into her recovery and never looked back. She became committed to finding the highest quality, most effective products available and knew she needed to share them and her story to help others.
In 2018, Jenna Roripaugh joined team LuleVida after experiencing the same amazing results. She had been suffering from arthritis in her shoulders and knees and found it increasingly harder and more painful to move. Just one month after using LuleVida, the pain significantly decreased, and her range of motion was greatly improved. She also noticed an overall sense of calm and found it easier to handle the stress of her busy life as a single mother of three teenagers.
With a reputable brand of CBD that is third-party tested and certified, LuleVida had the right edge. The product line was reputable, and it worked. LuleVida was a local business in Oceanside, California, that thrived on in-home parties and word-of-mouth business. The problem was it had no website, and no cohesive marketing plan. The team had a great logo and color pallet, but its touch points lacked the use of strong branding for recognition.
LuleVida needed to create a community of customers to drive both new and repeat sales. It needed a marketing plan that would allow the customer to be the sales force and it needed to use its brand identity as a strength to help it reach further than just word of mouth.
In need of experience, creativity, and marketing know-how, Jenna turned to lifelong friend and outsourced chief marketing officer Susie Caldwell Hays to bring the brand to life.
As you might know, a website with an online shop can boost sales. More importantly, a website helps you build credibility with your audiences. Our Q2Mark team developed a simple yet effective website that educated clients on CBD and why the LuleVida product line was worth the investment, and we built an online store where the products could be displayed in more detail. We incorporated the use of the brand colors and their cool logo, and we worked to demonstrate the LuleVida lifestyle through select imagery.
Since in-home parties are a core part of LuleVida, it need the right collateral to enhance its expertise and the lifestyle of the brand. We worked to revamp the business cards, once again playing up the fresh logo and branding elements. We then moved on to developing a new informational postcard and redeveloping the order form with tactical sales copy to make this collateral valuable and engaging.
Developing a landing page and online store for LuleVida was just the first step for its digital growth. The next step was to polish its email. We developed a branded MailChimp template the team could use for client communications and an editable PDF party invitation that the team or the party host could update for the event.
Now, what’s any business without social media? LuleVida already had Facebook and Instagram profiles, but both platforms needed rebranding. We updated its profiles with new branded imagery and bio copy that positioned LuleVida as the CBD expert it is. When initially speaking to Jenna and Vallie, they emphasized cultivating community. With this in mind, I proposed developing a Facebook group. Jenna and Vallie loved the idea and thus Life with LuleVida was born. We developed the group from scratch, implementing the community guidelines, rules, regulations, and of course, branding.
Part of a cohesive marketing plan is, of course, analyzing both the external and internal business environments, investigating the performance of the current marketing efforts and processes, and ultimately providing lasting systematic approaches to keep a business running. I provided Jenna and the LuleVida team with a tremendous number of extra tools, resources, strategies, and business training information every step of the way, exceeding project expectation.
I implemented creative marketing and consulting services that gave LuleVida the identity it was missing and the lifestyle branding needed to resonate with its niche audiences, and I shared a toolkit of resources and tactics for continued business success.
Using its newly minted business and marketing tools, LuleVida held a launch party at a local coffee shop in Oceanside where it delivered value, expertise, and the LuleVida lifestyle smartly and effectively to its clientele, immediately seeing a boost in business and awareness of its brand.
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