Mailchimp

A Masterclass In Marketing

Making Mailchimp The 1-Stop-Shop For Small Biz

What do you do when you have a great brand story but not enough people on your staff to tell it? You hire Trade School.

When Mailchimp wanted to promote its extensive suite of tools and establish itself as the premiere online marketing mentor in the world, we integrated with their team to help them tell their story to small businesses everywhere through emails, articles and virtual live events.

Our challenge.

What do you think of when you hear “Mailchimp?”

Emails, right? Well that’s just the tip of the iceberg.

Over the course of the past few years, Mailchimp has developed a wide variety tools of tools for small businesses to help them put up online stores in minutes, create social content in a snap and target their customers with pinpoint precision.

In many ways, Mailchimp has become the master of online marketing for small businesses. The only problem is that not everyone knows it.

Our goal was to show it to the world.

Our approach.

Becoming an extension of the Mailchimp team.

To get up to speed quickly on their offerings, our production, strategy, creative and project management teams fully integrated with Mailchimp to become subject matter experts. We underwent a crash course in their brand standards and internal processes, set up dedicated Slack Channels and email accounts for regular communication and spun up a secure Google Drive server to transfer files back and forth quickly and efficiently.

Within a few short weeks, we became a full extension of Mailchimp itself.

Creating Weekly Newsletters, Articles & Case Studies

Now that we were fully integrated with the Mailchimp team, our goal was to start promoting their tools to small business owners to prepare them for Black Friday.

To reach our audiences, we would send out weekly emails, develop long-form articles for their website and produce social content to give small business owners the tips and tools they would need to have their most successful sales season ever. These pieces of content would educate our audiences on marketing best practices, spread awareness of Mailchimp’s suite of offerings, encourage trial of their tools and position Mailchimp as a helpful mentor in the online marketing space.

Our team developed streamlined processes to produce content in record time. Articles and emails that it used to take months develop were created and pushed live in a matter of days.

Over the course of six short months, we were able to produce a staggering amount of custom content.

The results.

41

Emails curated for multiple audiences and different lines of business

72

Custom social units and activations

16

Mailchimp.com thought leadership articles and case studies

Mailchimp’s Open House Event & E-Commerce Masterclass Series

Once we’d laid a foundation with our emails and articles, it was time to take the next step. Our partners at Mailchimp decided to host a number of live virtual events where their experts could teach small business owners how to become expert marketers. The Mailchimp Open House and E-commerce Masterclass Series were born.

The Mailchimp Open House event would give small business owners a peek behind the company’s doors and teach viewers how to create and deliver high performing marketing campaigns and the E-Commerce Masterclass Series would give small businesses specific classes on subject matters ranging from ““ “Mastering Paid Search“ to “Building Authentic Customer Relationships Through Content & Storytelling“.

Trade School production, creative and project management teams brought these visions to life. The result was a 2-week virtual event featuring 8 educational 45-60 minute courses taught by E-commerce experts across the globe, broadcasting live twice daily. Then we created a number of Mailchimp Masterclass Minis to deliver bite-sized pieces of educational content to viewers through social media.