Lunabean Media has been a trusted marketing partner of the Willamette Valley Wineries Association since 2008. Initially brought in when the WVWA needed assistance with the digital side of its inaugural Pinot in the City event, Lunabean Media has since been the WVWA’s go to agency for digital strategy, digital support, digital advertising, website maintenance, and social media management.
Wine Region of the Year Promotion
In 2016, we were brought in to amplify the announcement of the Willamette Valley winning the coveted Wine Enthusiast Wine Star Award for Wine Region of the Year. We were lucky to be provided the above video to help with this messaging, and immediately asked it be cut into 15 and 30 second segments for social and advertising use.
We targeted wine lovers across the country and teased them with micro-versions of the video via social advertising. We also created a media kit for winery members, so they could share versions of the video to their followers and email subscribers. We created a contest, which allowed us to capture contact information of more than 10,000 targeted wine lovers to whom we were advertising, then followed up with an automated email series, guiding people through the “Plan Your Visit” section of the WVWA website, and inviting them to get to know the wineries of the WVWA. The website, social media, and e-mail lists have enjoyed steady growth since this period – as have Willamette Valley wine sales.
One of our tasks was to increase the number of subscribers to the WVWA’s email newsletter, which was already quite large when we came on board. We implemented a number of strategies, including website pop-ups, contests, information gates, and digital advertising to bring in an additional 30,000 subscribers, making it an extremely powerful messaging tool.
Social Media Growth
Lunabean Media managed the WVWA’s social media account from January 2017 – April 2020 (when the WVWA had to pull social media in-house due to the loss of its auction). While the WVWA had been posting on Facebook for some time at that point, they had no real strategy behind their posts, and they needed to launch on other platforms – including Instagram, Pinterest, and LinkedIn.
We gave most of our attention to Instagram, as, during this period, it was the social media platform experiencing the most growth, and is also the preferred platform for wine and travel writers (both professionals and side-bloggers). When we began, they had only a couple of hundred followers. When we left, the WVWA’s Instagram account had nearly 10,000 high-quality followers, enjoyed over 2 million impressions, and nearly 100,000 engagements.
During that same period, the WVWA’s Facebook enjoyed over 6.5 million impressions, nearly 250,000 engagements, and 81,1000 link clicks.
Since December 2016, Lunabean Media has been tasked with selling out Willamette Valley Wineries Association events – primarily their Pinot in the City events, held twice a year in cities around the country.
With a limited budget, we have been able to leverage social media – organically, through paid advertising, and through influencer campaigns – to generate buzz for these events and sell them out every single time. What’s more, because these events have sold out, we’ve been able to sell tickets even faster when we return to a previous Pinot in the City city.
While we did not design the Willamette Wines website, we were tasked, in 2017, with creating the first WVWA microsite, serving as an online hub where people could track the Willamette Valley Harvest. In addition to designing the microsite, we put in charge of collecting content for it. We used our Willamette Valley connections and filled the site with Harvest Recipes, Winemaker Q&As, Spotify Playlists, Harvest Reports, and more.
This Harvest microsite generated more than 10,000 pageviews and 9000 unique visitors who got to know Willamette Valley Wineries on a new and more personal level. It also served as the template for all of the WVWA’s future seasonal microsites, including Cellar Season, Giving Season, WV In Bloom, and WV Community (COVID response and resource center), each providing more traffic and improved SEO for the WVWA website.
As mentioned previously, the Willamette Wines website was not built by our team. What’s more, the most recent “redesign” (as of November 2020 – a brand new website is coming soon), was simply a re-skinning of the previous website, putting the site at a significant disadvantage as the build was outdated and retrofitted to live in this new mobile environment. Our task was to improve the site’s SEO, despite these challenges.
While we could not use all of the tools in our toolbox on this code and image-heavy website, we were able to improve Google Organic Search by about 20%. We did this by analyzing what people were searching for, then created and/or optimized pages to increase their rankings on Google.
We also created a schedule of e-mails, designed to improve SEO, which also helped Google love on the WVWA website a little more.
Finally, we took several information-heavy pages, and broke them into pillar pages (or cornerstone content), and created something that is much easier for Google to find and index.