Every week, we peel back the curtain on what’s really happening with our clients. The thoughtful, messy, creative, strategic stuff that doesn’t always make case studies but does drive traction. So here’s what made this week very good for our clients (and ourselves) at Plum.

A Brand New Website, Baby!

We launched a fresh new version of plumgoodmarketing.com (it’s here, you’re on it, right now). It wasn’t just a prettified facelift, but something that feels like us in every interaction. Copy, visuals, flow, getting to use the photos we loved from our photo shoot — all aligned to our voice and who we are as a team.

What made it very good:

Every touchpoint with your brand should echo your essence (not feel like a template).
A site that “actually feels right” gives you confidence when linking, pitching, and converting.
It’s a reminder: don’t let your own brand lag behind your client work. There’s a story about the cobbler’s children having no shoes that comes to mind…

AI + Art Direction = Holiday Campaign Magic

We ran an experiment: feed curated brand direction + raw product photography into AI tools, then refine manually. The output? On-brand, elevated visuals prepped early, without dragging into overtime.

Why this is very good:

Innovation doesn’t always require “new” — sometimes it’s smarter tool use.
You free up time (and brain space) for strategy when you streamline creative ops.
Clients get holiday assets sooner, which means more runway for iterations and amplification.

Doing Good, Digitally — The 2672 Project Grant Win

We secured a $10,000/month Google Ad Grant for The 2672 Project, a nonprofit started by the niece of Rosa Parks, honoring her legacy by preventing homelessness through down payment and security deposit support.

We’ll help them scale reach, boost donations, and amplify stories of impact.

Why this is a very good thing:

When marketing meets mission, it’s deeply motivating and endlessly meaningful.
More reach = more lives helped. That’s not just a win, it’s a responsibility.
Nonprofits with smart digital foundations can turn limited budgets into significant impact.

Prime Big Deal Day YOY Growth

One of our clients’ Prime Big Deal Day campaigns crushed last year’s results. Strategy highlights:

Doorbuster promos that created buzz
Secret codes to surprise and delight
Conquesting (stealing eyeballs from competitors)
Fast, real-time optimization during the campaign

Why this is so good

Strategy + nimble execution = real-time wins, not just “hope for the best.”
Secret codes or surprises inject delight (and urgency).
Conquesting can be powerful if done smartly and with respect to brand identity.

Facebook Group Launch = Community & Connection

We pitched an idea to one of our clients (a celebrity founder) to launch a Facebook Group for their audience — an older demo who still values deeper connection.

We set it up and launched: structure, launch plan, content seeding, moderation rhythms. The thing? It’s already building energy.

Why it’s good:

Community isn’t dead — but it’s shifted places.
Groups allow you to pivot from “broadcast” to “dialogue.”
For founders, it’s a direct seat at the table: see voices, get feedback, respond.

What This Week Reinforced (And Where We’re Going)

Don’t neglect your own brand. We poured energy into Plum Good because we believe in “practicing what we preach.”
Strategic tool use matters. AI, when guided well, can amplify—not replace—creative direction.
Marketing + mission = purpose + profit. Work that helps people matters more.
“Peak campaign” moments deserve real-time love. Don’t set it and forget it.
Community is a strategy, not just a nice-to-have. A group, if well nurtured, is a living asset.

See you next week for more Very Good Things.

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