Blue Moon Estate Sales

DESIGN | MARKETING | COMMUNICATIONS | COPYWRITING | TRAINING

Blue Moon Estate Sales is a national estate sales franchise headquartered in North Carolina. I joined the HQ team in 2018, and it was a classic startup environment: five passionate, driven people, each wearing five times as many hats, huddled around a kitchen table sharing ideas, getting creative, and making things happen. The big goal was to nurture what was once a small family business into the go-to estate sale brand. My role involved shaping the brand’s identity, establishing and maintaining standards, and promoting Blue Moon to clients, customers, owners, and potential franchisees via original, engaging content, designs, and communications.

The Big Picture

I handled all graphic design, copy, social media, and content needs.

• Increased website traffic and sessions by over 80% with the creation of email campaigns, social media posts, paid ads, print collateral, and web content
• Drove web and event traffic to all-time highs via redesign of weekly 50K+ subscriber newsletter
• Developed brand standards and maintained the Blue Moon identity across all stages of the client, customer, referral, and franchisee journeys
• Headed successful website relaunch
• Created training curriculums, distilling complex information into decks, graphics, and guides
• Led webinars, training courses, and national conference sessions with effective, original assets
• Strategized successful B2B and B2C marketing efforts
• Shook hands, petted dogs, and kissed babies

The Highlight Reel

A Big Win

From 2018 to 2021, Blue Moon managed to grow from 20 to 100 locations across the country. With that rapid growth came new challenges. One such challenge was the brand’s email marketing. Every week, nearly 60,000 eager subscribers would receive a newsletter announcing upcoming estate sales. As Blue Moon gained more recognition, it gained more clients. With more clients came more sales.

So What’s the Problem?

Writing summaries of each individual sale was taking more and more time, and those descriptions were taking up more and more space. We decided to break our subscribers into regional segments, but it was a bandaid. Vital information was beginning to fall below the dreaded digital fold. It simply wasn’t scalable.

The Redesign From Top to Bottom

• Current health & safety protocols
• Welcoming introduction & shoutouts to high-interest sale items
• Prompts to find or have a sale
• Links to upcoming sales
• Gallery of estate sale treasures
• Career & franchise ownership CTAs
• Closing feature for blogs, news, etc.
• Social media links

Web Traffic

Web traffic hit all-time highs with the tallest peaks coinciding with weekly newsletter blasts.
Revenue

Physical estate sale traffic spiked, as well, leading to record-breaking revenue from subscribers.
Engagement

Newsletter engagement increased by 75%. Clicks continued to rise 118% in the coming months.