REBRANDING
onthedotwoman.com - BEFORE
onthedotwoman.com - AFTER
SOCIAL MEDIA
Before my tenure at On The Dot, the marketing strategy was almost non-existent and social media was sorely neglected. Posts on Instagram and Twitter were being made with no real objective and Facebook and LinkedIn were not being posted to at all. There was a severe lack of engagement and no incentive for followers to like, subscribe, or follow our brand. Beyond pretty pictures, there was no substance or knowledge to gain.
I initiated the re-branding process in order to have material for social as this was my primary charge when hired.
I began creating engaging visual content through graphics, videos, and Instagram stories which would allow followers to engage with content on our website and encourage them to follow us on social and subscribe to our master email list.
I began my tenure at the beginning of Q2 2018 and at the end of the quarter saw a significant growth in followers, particularly on Instagram where I had determined the majority of target demographic spent most of their time. By understand the trends of young career-driven millennial women, I was able to pinpoint our campaign objectives and optimize our campaigns accordingly. Growth in Q3 2018 plateaued as I shifted my attention to building out and organizing for the See It To Be It Success Summit. *see below
During my tenure, I made 712 total posts to Instagram, 6.07% less than the previous year and received 66909 likes, 29.08% more than the previous year. I had an average of 94 likes per post as opposed to 69 likes per post, for an average of 36.23% more likes per post than the previous year.
This data shows that it is the quality of the post that leads to increased engagement and followers as opposed to quantity. Additionally, when time and attention is taken to produce quality original content, their are rewards to be had with and your brand awareness will grow.
While I no longer have access to data for Facebook, Twitter, and LinkedIn, I was able to determine and measure the significant growth I had on Instagram as is shown in the screenshot of my Planoly dashboard above.
PODCAST PRODUCTION
EVENT PRODUCTION & MARKETING
EMAIL MARKETING
I created this template for On The Dot’s daily email newsletter, Four Minutes with On The Dot. Playing with color schemes on this template was instrumental to the branding process and helped me create the new identity for our millennial-driven lifestyle brand. During this process, I also took the liberty of naming the product Four Minutes with On The Dot (as it is typically a four-minute read) because it was previously unnamed.
This campaign was created the promote tickets sales for both the On The Dot See It To Be It Success Summit and the Austin Woman (On The Dot’s sister company) Sweet Sixteen Anniversary event in which subscribers cold purchase tickets to both events for a discounted price.
In accompaniment to the On The Dot website, the lifestyle brand is creating a space where career-driven women can connect with each other. As this feature is still in it’s development stage, we invited SITBI Success Summit attendees to beta test the directory in this campaign.
This is another in a series of email campaigns directed towards our email subscribers to promote the sale of tickets for the See It To Be It Success Summit.
I created this campaign to sell new On The Dot merchandise during the holiday season. First made available for purchase at the SITBI Success Summit, On The Dot created a Shopify page to make these empowerment tees available to anyone in the continental U.S.