BEAUTIFUL DAY WEBSITE

growing a non-profit's customer base & FURTHERING ITS mission.

We worked with Beautiful Day to develop a marketing strategy and design an e-commerce website that will help more people discover their delicious small-batch granola and coffee that supports refugees.

Visit Beautiful Day’s Website →

CHALLENGE

Beautiful Day supports their mission of helping refugees through making and selling granola and coffee. As COVID limited their traditional outlets, they decided to double down and grow their online sales. To grow, they needed to shift their focus toward attracting new customers.

INSIGHTS

For non-profits who sell products, the mission will always come first, but they cannot assume customers buy for the mission alone. This is where non-profit leaders have to think like a business. To win customer loyalty, they need to communicate how the product meets a consumer’s wants and needs.

OUTCOME

The new Beautiful Day website and online store puts the customer and the product front and center. By flipping the mission/product emphasis around, they are poised to reach more people, grow the organization, and turn consumers into passionate supporters of their mission.

“I would recommend Giant Shoulders because they are able to visually represent the essence of a company. It’s like visual poetry. How do you capture kindness? I don’t know, but they did it.”

Rebecca Garland, Director of Strategic Partnerships of Beautiful Day

01 / BRAND STRATEGY

Growing Their Mission by Putting Product First

Beautiful Day already has a faithful core of supporters who love their mission, and they also have a great product many love. The struggle was sharing that product with even more people, especially as COVID disrupted their traditional retail opportunities. Our challenge was to help them develop a marketing strategy that would help grow their business even more.

This new strategy emphasizes a great product that happens to be doing good in the world. Existing customers have already bought into the vision, but the next step is bringing more people in. And to do that, they needed a website that focuses on two different consumer audiences.

02 / WEBSITE DESIGN & BUILD

Helping Customers Discover their Granola and their Mission.

Our marketing strategy and e-commerce website are built around attracting new customers and designing for their purchasing habits. Most customers can be categorized as fast or slow consumers.

Visit Beautiful Day’s Website →

Fast consumers are looking to buy a specific product that meets their needs, and they will make a quick decision. Slow consumers take their time researching the product, how it's made, and the company behind it. These are the people who will eventually buy into a mission, become faithful customers, and possibly become donors.

We believe the best way to serve your community is to meet customers where they are and show them how you can meet their needs. So when we rebuilt their website, we made sure their COVID strategies and policies were clearly communicated. Something as simple as sharing COVID response updates and employee safety policies can go a long way toward proving your commitment to community care.