Shipt, a grocery delivery service, launched in Birmingham in 2014 and built up a loyal fan base in Birmingham. But when the startup expanded outside of its hometown, it struggled to gain its footing in highly competitive markets. Scaling the business model was met with brand recognition challenges, as well as difficulties acquiring customers and employees when launching in cities across the country.

As a long-time agency partner, we went to work developing a launch strategy for Shipt’s new markets, focusing on earned media, influencer marketing and community engagement. To keep up with the rapid growth of the organization, the strategy needed to be plug-and-play; ready to implement in any market, accounting for a variety of factors and conditions. At the same time, it was crucial for all activities to be authentic, displaying a level of dedication and genuine understanding of the new market.

Markstein leaned on market research and marketing insights to develop a launch strategy which we customized and tested in multiple markets across the country. Targeted pitching of influential media outlets resulted in countless print, digital and broadcast stories showcasing the service in action. As a generous corporate citizen, Shipt engaged in its new communities by supporting local non-profits; while a traditional advertising strategy introduced the brand to new customers through TV, radio and out-of-home channels.

Markstein simplified the promotion of city launches, helping Shipt win over markets across the country. With each new dot on the map, the strategy was continuously optimized– tweaking pieces as the company grew or adding exciting, out-of-the-box elements to reach consumers in a dynamic, disruptive manner. Markstein was a key piece of 28 launches in top markets across the country, and influenced millions of potential customers.