SERVICES
THE MISSION
Tease Tea wanted to go beyond producing and selling tea and truly fulfill its mandate of empowering women. They sought to develop an initiative where they could use a portion of their profits to support women entrepreneurs directly.
THE OUTCOME
A digital accelerator program that provides funding to woman entrepreneurism, but also mentorship, a database of resources, and a community.
THE IMPACT
The Founders Fund 2019 pilot program results:
$89,000
in external funds secured
238
pilot program participants
30+
partners, mentors, and external stakeholders
5
funded companies
The Founders Fund 2020 results:
300
memberships sold ($72,000 CAD)
5
funded
companies
9.5%
email marketing click-through-rate
60.9%
social media growth rate (over two months on Instagram)
166
weekly average click through rate on Instagram to membership page
Investigate the Problem
We first got curious and researched the missing gaps in women's entrepreneurship. We familiarize ourselves with Tease Tea’s goals and mandates through interviews with their team and women entrepreneurs who’d be the direct recipients of the fund.
Build Test Iterate
We developed their brand identity and marketing strategy that supported a solid online presence with a massive focus on their social channels to build community and relationships and to develop market traction.
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Once we built the program’s structure and designed and implemented a go-to-market strategy, we ran a pilot in 2019—this resulted in significant community traction and securing external funding.
After ideating on feedback on the programming, we tweaked the brand messaging for a 2020 cohort which included a paid membership model that would result in monthly revenue.
The restructuring also focused on new brand assets, which included developing a new visual brand identity, key messaging, updated web copy, UX, and web design.
Do Things, Tell People
With an updated brand identity we created a cohesive customer journey and an inbound content marketing strategy which included a comprehensive influencer marketing program.
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