Start Up Social Enterprise vCMO
The premise of Yume is admirable, as well as being built on sound business logic. Founded in 2014, Yume’s mission is to create a world without waste by facilitating the sale and donation of surplus food that may have otherwise been discarded. Under the existing food supply framework in Australia around 9.5 million tonnes of food is discarded each year – 3.9 million tonnes of which is from the commercial food sector. It’s estimated that between 400,000 and 600,000 tonnes of that food could be redistributed – which is what Yume aims to do.
Radial Consulting came on board with Yume in its infancy and helped launch the brand into the Australian market. For the idea to work the number of suppliers and purchasers using the site needed to scale rapidly. Marketing of the platform to users was essential prior to the website’s soft launch.
As a start-up social enterprise, Radial was key to the establishment of Yume’s brand, identity, positioning and digital strategy. Radial assumed the role of virtual Chief Marketing Officer (vCMO), working with and mentoring the organisation’s in-house marketing coordinator.
Establishing a consistent tone of voice (ToV) for the organisation was key to the development of content on their website, during the creation of base marketing procedures and collateral, and during the development of a detailed content strategy and social media strategy.
Sourcing and securing the right creative agency to visually capture the essence and passion of Yume was crucial in producing new marketing collateral once the ToV had been established. Studio Alto, who have a great reputation for out-of-the-box creativity and a soft spot for helping social enterprises, were keen to jump on board the Yume bandwagon.
During start-up mode, Yume were also managing growing amounts of customer and supplier data via spreadsheets, which was proving to be time-consuming and prone to entry errors. Radial assisted with the planning and establishment of benchmark practices of a CRM tool that was robust and better suited to content segmentation and understanding buyer personas.
As a start-up venture, Yume was better equipped and better positioned than many social enterprises at launch by engaging a vCMO, and ensuring a robust marketing program was in place. In the capacity as vCMO at Yume, Radial worked in their offices one day a week and collaborated with the whole team.
A quirky and savvy website was fundamental to the success of the business. Radial worked through the content on each page and reworked the dialogue creating a consistent tone of voice throughout. Radial also assisted with the initial structure of the website platform and worked with Studio Alto to design, create, launch and promote the site through newly created collateral and imagery. Yume’s inhouse marketing coordinator benefited from Radial’s residency as vCMO. She was able to learn from a senior professional and now has the tools in place to execute substantial marketing campaigns.