Monday Night Brewing is the most award-winning brewery in the Southeast. I managed their day to day digital marketing operations across the brewery’s wholesale brand presence, as well as their five taprooms spanning Georgia, Alabama, Tennessee, and North Carolina.
SOCIAL STRATEGY
From daily content creation to driving audience growth and engagement, I tailored specific social media marketing strategies for Monday Night’s main brand account, as well as its five taproom accounts across Instagram and Facebook.
The key? Quick wit copy, stunning visuals, a healthy content mix, and endless research and experimentation with (or against?) the almighty algorithm.
my results
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Audience engagement on social media is crucial. It fosters a sense of connection, builds brand loyalty, and amplifies the reach and impact of your message in the digital realm.
During my time at Monday Night Brewing, I more than doubled their audience engagement rate by actively listening and responding to followers, creating compelling and shareable content, encouraging participation through contests and interactive elements, and consistently analyzing and adapting my strategies based on audience feedback and insights.
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Through strategic efforts, I achieved a 35% increase in engagement per impression, effectively maximizing audience interaction and amplifying the impact of each interaction.
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Posting frequently on Monday Night’s platforms was crucial in generating buzz.
It created more opportunities to consistently engage with their audience, maintain a prominent online presence, and it increased the visibility of the brand.
Mastering the art of generating quality content quickly, I was able to consistently deliver valuable and engaging material that resonated with their audience, fostering strong connections and driving sustained growth.
EMAIL MARKETING STRATEGY
I wrote and programmed Monday Night’s semi-weekly newsletter. Building brand awareness, promoting new beers and the stories behind them, and driving audience growth with compelling content were the tenets of the newsletter.
Upon starting at Monday Night, I more than doubled open and click-through rates, jumping from an average of 19% to 41% of emails opened.
Top performing campaigns
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A newsletter dedicated to the release of a fan-favorite stout, this email blast clinched a 53.6% open rate.
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A holiday beer blast, this edition of Monday Night’s weekly newsletter garnered a 42.4% open rate.
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A newsletter dedicated to our dino-themed June releases, as well as our Pride Month initiatives, this edition of our newsletter hit a 40.3% open rate.
At this point, you’re probably noticing a dinosaur trend among the Monday Night content. Let’s just say it’s a company-wide obsession that I happily supported.
““Dani is extremely versatile as a marketer, including web, content, social, and strategy. But where she really shines is with the written word. Dani is one of the best copywriters I’ve had the pleasure of working with. She gets brand voice, can write for different formats, and works quickly.””
CONTENT MARKETING
My favorite part of brand marketing? Telling a good story. I worked closely with Monday Night’s Brewmaster to produce product descriptions and write longer format pieces for the website’s blog.
Beer Copy and blog posts
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Our Brewmaster Peter Kiley collaborated with James Beard Foundation Outstanding Pastry Chef Finalist, Claudia V. Martinez.
Check out my write-up on the partnership, here.
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Monday Night Brewing’s Raptor IPA series are among the top-selling beers produced by the brewery.
I wrote about the clash between Death Raptor IPA (the OG raptor) and Juice Raptor, the newcomer contender.
Hard-hitting journalism or content writing? You decide. Read more here.
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Monday Night ventured into the distilling game in, launching their proprietary line of spirits, Sneaky Pete.
I wrote about the story behind the brand here.
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A portfolio of my beer descriptions are available upon request.
DIGITAL ADS
At Monday Night Brewing, I created effective digital ads on Facebook and Google. Through precise targeting and visually compelling campaigns, I successfully increased engagement and drove measurable business growth.
““Dani is an incredibly talented marketing unicorn. She consistently brings fresh, innovative ideas to any room and sees them through a flawless execution. Not only is she a phenomenal marketer, but she is a blast to work with. Dani brings a positive, infectious energy to a team that pushes every project to exceed expectations, while also making it fun. Trust me, you’ll be blown away by the quality of her work (and her latest joke).””
PRODUCT PHOTOGRAPHY
I served as Monday Night Brewing's in house photographer. Stunning visuals are a crucial component of any brewery's marketing strategy. From concept to execution, I took high-quality photos of beers and merchandise that were central to attracting new customers, showcasing the brand's personality, and making Monday Night’s products stand out from the competition.
