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The Year in Review
We set out to build a brand,
not just move units.
Results vs Goals
What We Learned
LESSON 01
Brand beats performance
Awareness drove conversion 2.3x more than retargeting alone.
LESSON 02
Retention is the multiplier
Repeat buyers delivered 60% of revenue on 28% of spend.
LESSON 03
Retail needs its own playbook
DTC tactics don't translate; velocity requires in-store activation.
Strategic Priorities
03
Awareness  ·  Retention  ·  Retail Velocity
Initiatives Across the Funnel
Funnel Stage
Awareness
Consideration
Conversion
Retention
Advocacy
Initiative
National podcast tour + OOH in top 5 DMAs
Influencer sampling + recipe content hub
In-store demos + trial-size SKUs at checkout
Subscribe & save program + email nurture
Referral rewards + UGC campaigns
Quarterly Roadmap
Q1
Build Awareness
Podcast tour launch, OOH deployment
→ Sundance sampling event
Q2
Drive Trial
Influencer wave, retail demo blitz
→ National Nutrition Month tie-in
Q3
Scale Retention
Subscribe launch, email automation
→ Back-to-school snack packs
Q4
Activate Advocacy
Referral program, UGC contest
→ Holiday gift sets
Goals & KPIs
KPI Baseline (2023) Target (2024) Owner
Aided Brand Awareness 18% 32% Brand Marketing
Repeat Purchase Rate 22% 38% Retention Lead
Retail Velocity (units/store/week) 12.4 18.5 Retail Marketing
Customer Acquisition Cost $42 $34 Performance Lead
Budget Allocation
Total annual budget of $4.2M allocated across channels to maximize reach, conversion, and retention.
Brand Awareness
$1.5M
Retail Activation
$1.1M
Performance Media
$900K
Retention & CRM
$500K
Creative & Content
$200K
Expected Return
3.4x
Projected Blended Marketing ROI
Based on conservative attribution models, channel benchmarks, and historical lift data across awareness, trial, and retention initiatives.
Approve the annual plan
and $4.2M budget
This investment ties every dollar to a measurable outcome — from awareness to advocacy — with clear ownership, quarterly milestones, and a coherent path to 3.4x return.
Contact
Aaron Diallo
Chief Marketing Officer, Verdant