Ashly Mellor

Marketing Leader & Growth Strategist

Highlights

Selected Work

01

The Flying Toad

It all started with a name, over a drink, at the bar. The way many interesting stories begin, born out of pure desperation during a situation we hadn’t seen before in our lifetime. Here is how I took the unknown and created a cult-following that saved a business.

The Details

The Ask

Develop a comprehensive restaurant pop-up concept within 48 hours, covering all essential aspects to ensure full functionality. Collaborate closely with the chef to design a menu that meets current customer preferences, especially given the uncertain times. Execute a strategic launch, including a website, social media, and email campaign, to announce the restaurant’s operation in a unique format. All of this must be achieved with a minimal budget while maintaining a distinctly French ambiance and feel.

The How

Given the tight deadline, we opted for a web platform that came pre-equipped with features for menu management and to-go orders. Though it wasn’t the most visually stunning, it allowed us to swiftly create an enticing website. The real challenge was the content. Within 24 hours, we developed a launch menu featuring six items, photographed them, and integrated them into the website.

Simultaneously, we initiated our social media build-out and launched an email campaign to generate buzz about our upcoming venture. This multi-pronged approach quickly gained traction. We engaged reporters, influencers, collaborators, and local social media groups to amplify our reach. Within a week, we realized we had hit on something special, and we committed to maintaining the momentum.

The Result

The Flying Toad quickly gained a cult following, far exceeding our expectations. This project not only became one of my favorites but also proved to be a phenomenal success. A year later, the concept was still thriving. Despite changes in regulations that eventually curtailed outdoor seating, The Flying Toad had already achieved its mission: saving the restaurant and allowing it to return to its high-end French roots.

Today, The Flying Toad continues to make special appearances for events, each time eagerly anticipated by its loyal fans. This project didn’t just keep the restaurant afloat; it revitalized it, leaving a lasting legacy.

Media

02

No on B

Due to a loophole in the rules for Citizen Initiatives, a developer attempted to bypass objections to their ill-conceived project in a dangerous location by putting it to a vote. This happened amidst a housing crisis and skyrocketing prices so they knew the general public would approve anything that meant more housing. That’s where our battle began. It was a David vs. Goliath fight in terms of manpower, funds, and knowledge at the county level. Despite the odds being stacked against the “No on B” campaign, we achieved the impossible and won by one of the largest landslides in the state’s history.

The Details

The Ask

Develop a comprehensive multi-channel campaign to implement over a six month period to reach all voters in the County of San Diego. Starting from scratch with no existing brand, media, or digital footprint, create and establish a strong, recognizable presence. Motivate and organize volunteers to support the cause, educate voters on the true impact of the Lilac Hills project, and galvanize community support. Execute a strategic plan that includes branding, digital marketing, social media outreach, and grassroots engagement, all while operating on a minimal budget. Ensure the campaign not only informs but also inspires voters to spread the message and secure the necessary votes to win.

The How

With the brand in place, we focused on building our social media presence. In 2016, the use of social media for political outreach and ads was still relatively new, with traditional marketing companies relying on TV commercials and polling—options beyond our limited budget. Instead, we leveraged social media for real-time data collection, using it like polling to adjust our messaging and targeting within 24 hours based on performance metrics. This agile approach allowed us to maximize our impact with minimal resources.

We also reached out to local celebrities known for their love of San Diego and its rural areas, securing endorsements from notable figures such as Jason Mraz, Joel Rafael, Cindy Lee Berryhill, and Rita Coolidge. Their support helped us build a movement that caught our opposition off guard.

Our strongest ad platforms were Facebook and YouTube, where our message quickly spread across San Diego County. Over the remaining four months, our volunteer base grew significantly. Our volunteers were omnipresent at events and celebrations throughout the county, tirelessly sharing our message and garnering support. This grassroots effort played a crucial role in our success, ensuring that our campaign resonated with voters and ultimately led to its success.

The Result

On voting night, we were already ahead, winning 63% of the vote. By the final tally, we secured a decisive 64% victory. Our campaign reached 1.6 million voters five times on Facebook alone, and 1.5 million voters three times on YouTube, all with an ad budget under $50,000.

We were the second county-level grassroots political campaign in recent history in San Diego County and the only one to win by such a landslide. In addition to our primary efforts, we organized a mini-campaign within the campaign, encouraging citizens to send letters to the County Board of Supervisors. Over 2,000 letters were sent in under 48 hours, urging the Supervisors to adhere to the County General Plan.

This campaign was a wake-up call for voters, demonstrating that citizens have a voice and can stand up against powerful interests. It was one of my favorite political campaigns, as it brought together an incredible team of people committed to preventing a potentially disastrous development in a small town in San Diego County. Despite facing a developer who spent over $10,000,000 against us, we stood our ground and won. Our success showed that with determination, strategy, and community support, even the most formidable opponents can be defeated.

03

Sweet Gourmet

Although my official title was Brand Manager, my role at Sweet Gourmet encompassed all facets of marketing in addition to brand management, involving a wide range of responsibilities, all of which I eagerly embraced. I initially joined Sweet Gourmet to assist a neighbor who needed some extra help. Soon, I recognized the company’s untapped potential and realized that by making slight adjustments to their existing offerings to better meet customer demands, we could cultivate a strong following and establish a digital market presence they had yet to explore.

The Details

The Ask

Sweet Gourmet’s ask started as a simple request to grow their social media following, but it quickly evolved into a comprehensive digital transformation. The initial task was to increase their online presence, but as the team saw the potential, the scope expanded.

Despite the client’s initial resistance to big changes, online sales, and shipping, we delicately handled each step to modernize their brand. By showcasing the fun and opportunities in the digital world, we opened new doors and expanded the ask further.

Our goals included consistent branding across platforms, developing a new website, and cautiously introducing online sales. The ask never ended in a traditional sense; we kept pushing boundaries and discovering new ways to grow Sweet Gourmet’s digital footprint, ensuring the brand thrived in the modern market.

The How

Next, we focused on their strengths and passion, particularly their high-end gourmet and cooking store concept, which offered everything from ingredients to cookware, with a heavy emphasis on locally sourced products. During the pandemic, they discovered a love for cooking shows, demonstrating how to use the products they sell. While the idea was excellent, the execution needed refinement. The original 20-minute videos, filled with entertaining banter between the best friends behind Sweet Gourmet, were too lengthy and segmented the fun and cooking aspects. We convinced the team to create shorter, more food-centric videos that still showcased their humorous sides in a cohesive manner. All video recording and production for these reels were handled by me, ensuring consistent quality and brand voice.

Another challenge was the previous marketing approach, which required all posts to be approved, stifling their social media voice and creating a fear of making mistakes. We restructured this by training the team on the use and enjoyment of social media, encouraging them to post stories throughout the day. This not only relieved some of our workload but also allowed the team to see social media as fun, sales-driven, and an immediate way to inform followers of new products. The feed then focused on their true passion: cooking with a side of fun.

After six months of embracing this new perspective, we were ready to launch an online store. To keep it simple and manageable for the staff, we chose Shopify for its user-friendly design and functionality, aligning with the team’s focus.

To maintain digital momentum, we synchronized in-store brand changes with our online efforts. Social media and email campaigns were coordinated to support these changes, introducing flash sales and platform-exclusive offers to boost following across all channels. This comprehensive approach ensured that Sweet Gourmet’s digital transformation was smooth, engaging, and effective, allowing the brand to thrive in the modern market.

The Result

Our efforts in transforming Sweet Gourmet’s digital presence have yielded impressive results. The social media presence has grown steadily and organically, with Facebook surpassing 10,000 followers within a few months and Instagram experiencing an average yearly increase of 82%. While we continue to strive for increased engagement, we have established a consistent brand and focus that was previously lacking. With several viral reels to our credit, we have a clear understanding of what resonates with our audience. The entire team is now enjoying the process, and we are expanding our social media footprint to further increase following and sales.

The website’s e-commerce platform began with a limited selection of items but quickly grew. Despite not having a standard brick-and-mortar inventory system, which presented some limitations, the online store saw significant product sales within two months. As the holiday season approached, the online store was generating nearly $10,000 per month in sales, highlighting its success and potential for future growth.

Our email marketing strategy has also seen a dramatic improvement due to our cross-platform approach. With a solid 44% open rate, an 8% increase in social media follows, and 60% of traffic driving towards flash sales, we have significantly boosted the effectiveness of our marketing campaigns. This comprehensive approach has not only enhanced brand visibility but also ensured that Sweet Gourmet continues to thrive in the digital age.

04

Power San Diego

San Diego, burdened with the highest electricity rates in the country, faces a challenging future as these costs continue to rise. A staggering 80% of residents’ electricity bills are composed of fees and taxes, with 60% attributed to distribution fees that generate over a million dollars in daily profit for the distribution company. Coupled with some of the highest real estate prices and living costs, citizens are struggling to keep up. The aim of the Power San Diego campaign was to highlight the reasons behind these exorbitant electricity bills and raise awareness about an impending rate hike. The long-term objective was to advocate for a vote to transition from a for-profit distribution utility to a not-for-profit public power distribution company, thereby reducing costs and ensuring fair pricing for all residents.

The Details

The Ask

Develop a comprehensive multi-channel marketing campaign, including budgeting and target audience identification, while testing messaging for a citizens’ initiative to replace a for-profit distribution utility with a not-for-profit public distribution utility. Launch the campaign in stages, establishing a digital footprint to build credibility and recognition for Power San Diego within two weeks (website, initial print materials, presentations), and initiating social media and email campaign efforts within the first two months. Generate leads to supply to the Campaign Coordinator for assembling a volunteer team, and support the Coordinator and Volunteer Presenters with their needs to gain organizational support, volunteer support, and media recognition. This was designed as a two-phased campaign: the first phase focused on awareness and signature gathering, and the second phase, contingent on successful signature gathering, aimed to gain voter support to compel the city to initiate the transition.

The How

We focused on creating an easy-to-navigate website with a strong user interface (UI) and adjusted it as we identified our target audience through social media. The website aimed to raise awareness about the issues San Diegans were facing, explain the composition of their electricity bills, and encourage participation in the “Fire SDGE” initiative against the current distribution company. We tested our messaging through social media advertising and organic posts, refining our talking points and media based on the feedback.

Our goal was to quickly drive traffic to our website, which was filled with robust information, to recruit volunteers for signature gathering and enhance our digital presence to share our message and goals. These efforts resulted in strong organic reach, with our mission and purpose resonating with a large population. Influencers and supporters began sharing our content on their platforms, increasing traffic and support for this now recognizable campaign. The collective sentiment was clear: something had to be done to change their future.

Additionally, the media quickly started supporting our efforts, resulting in article coverage and news segments that further strengthened our message and credibility. This media support amplified our reach and reinforced the urgency and importance of our campaign.

The Result

In July 2023, a team of five initiated The Power San Diego Initiative. By April 2024, the initiative had grown to include a full staff, a volunteer team of over 500, numerous current and former San Diego officials, and endorsements from over 30 organizations.

During this period, our paid advertising campaign achieved nearly 800,000 impressions, 14,938 click-throughs, and over 61 hours of content viewed, all within a budget of under $5,000.

Our organic impressions across all digital channels exceeded 1 million, significantly contributing to our volunteer recruitment, endorsements, and overall campaign support. This digital presence demonstrated that we were a genuine campaign demanding change.

We collected 30,000 signatures in support of Power San Diego. While this was not enough to secure a spot on the November 2024 ballot, it was substantial enough to require a vote by the City Council to either acknowledge the initiative as a necessary change or deny it, which would be very telling for the citizens of San Diego.

Although the future of Power San Diego is still uncertain, this campaign has awakened the citizens of San Diego to ask questions and demand answers, providing them with the facts about their electricity bills. In less than a year since the campaign’s inception, we garnered significant support, ensuring continued advocacy for change in San Diego.

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