orderup

orderup was a food delivery service founded by chris jeffery and jason kwicien in 2009. i was hired as a community marketing manager for the champaign market in 2015 and went on to be promoted to regional marketing manager over champaign, il and indianapolis, in after helping launch the providence, ri market. orderup was purchased and dissolved by grubhub in 2017. (no i'm not bitter they fired us all on a conference call together thank you for asking.) i absolutely loved this job.

market launch

being a startup orderup was rapidly expanding. i joined the team in lead up to the champaign market launch. i helped our launch specialist connect with campus organizations to execute different field marketing tactics, helped inform localized design to our hq graphics team, executed events and campaigns as part of the launch plan, and hired a staff of part-time employees. and passed out SO MUCH free food.

the champaign market became the fastest to profit market in the entire company that year.

Guerrilla marketing

the year was 2015 and guerrilla marketing was the bread and butter of every start up. at orderup we had a variety of field marketing tactics focused on marketing to the campus/students and engaging in fun ways. social media was still a fairly effective and free tool to connect with potential customers and we used things like snapchat to get geo tags in exchange for pizza, instagram for tags and photo shares in exchange for cupcakes, and used coupon codes to track and analyze our tactics.

other notable campaigns:

company wide door hanger campaign with coupon code


greek competition where frats and sororities competed to get their unique coupon code used the most



my actual little brother who i had to bribe with real money to take this pic

ambassadors

brand

one of the most rewarding and exciting parts of working for orderup was the amazing opportunity i had to be a leader at such a young age. i hired, managed, and maintained a team of 12 part time brand ambassadors in the champaign, il market.

when i took over the indianapolis, in market i hired and managed a team of 8 part time brand ambassadors there.

i also helped shape the brand ambassador program across the entire company by designating "lead brand ambassador" and other specified roles, as well as re-titling them to "interns" and working to keep them engaged in the brand ambassador program long term.

kpis

at the beginning our focus was entirely on new users. an average daily new user goal ranged from 50-100. a new user qualified as a new account registered and an order placed.

after executing a large-scale door-to-door doorhanger campaign (yes, my team and i literally walked door to door and hung these on houses) we found that the overall life time values of our customers were much higher in a different demographic: young professionals. this demographic ordered frequently (not AS frequently as students but still more often than others) and spent higher dollar amounts overall resulting in being our highest spend demographic.

this also led to us shifting focus away from campus markets and college towns and towards cities. eventually groupon-to-go was born (and died) from this data.

by tracking coupon codes and tactics i quickly learned how to analyze the efficacy of campaigns (both digital and in-person), calculate roi, draw conclusions, and inform future strategy.