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Copper Beech

Social Media Campaign: #WeAreCopperBeech

Project: Rebrand a local meditation retreat center as a global mindfulness community.

It was at the very beginning of the COVID-19 pandemic when we started working with Copper Beech. At the time, their audience and business was local, focused tightly in the areas around their Headquarters in West Hartford, CT. But now due to the pandemic, they could no longer have in-person programs, so if they wanted to survive they had to turn their business model on its head. Copper Beech brought in BrandGenes to develop their online presence and create demand for their new online workshops, courses, retreats, and events.

To generate excitement and raise brand awareness across the digital marketplace, we launched an inbound video marketing campaign on social media with the hashtag #WeAreCopperBeech highlighting faces and names from around the Copper Beech community. By putting a spotlight on members we gave people a platform to share their mindfulness practice, we created a grassroots content marketing series that CBI’s audience naturally wanted to engage with. Underneath the social media campaign we developed a series of funnels designed to engage, nurture, and finally convert leads into their email system, where they can continue to be retargeted with more relevant CBI offers over time. 

Results: 

  • Scaled the business from a 10k local retreat center to a 50k global community
  • Increased yearly paying customers from 11k to 19k (63% growth)
  • Increased yearly donations from 225 to 558 gifts (250% growth)
  • Grew every marketing metric from the last year by 25% or more
  • Generated over 3000 leads for their programs at under $1/lead
  • Helped CBI turn a profit in the midst of a pandemic without their #1 revenue driver (in-person retreats)