“Pastry Passport” Marketing & Social Media Management Project
This is a complete Social Media Management showcasing several branding and marketing skills including Social Media Management, Branding & Marketing Strategy, Project Management, Content Creation and Video Production Skills.
Key Skills
- Social Media
- Project management
- Video Production
My Takeaway
“Consistent brand elements help audience feel relevant easily on social media.”
Company
Brand New Blogging Platform "Pastry Passport"
Social Media Platforms
Total Hours
31 hours
Project dates
Sep 7, 2023 - Dec 14, 2023
Role
- Project Manager
- Content Creator
- Video Creator
Contributors
- Graphic Designer - Megha Kamath
- Website Developers - Myta Palo, Stella Park
- Content Creator, Video Creator - Morgan Franz
Technical Info
- Videography - Canon M6 Mark ii
- Adobe Illustrator
- Adobe Premiere
- Adobe Audition
Social Media Tools
- Instagram Reels Editor
- Youtube Shorts Editor
- Canva
- Google sheets and Google drive for project management
Project Goals
- (1) To create review blogging platform to review cafes, bakeries in Vancouver.
- (2) To create the website for blogging, social media channels including Instagram, Youtube, Pinterest and Facebook.
- (3) To craft and execute a comprehensive marketing campaign to grow the business into a significant social presence in the 8-week project timeframe.
The Process
I was the Project Manager leading a dynamic team of four talented creatives including Web Developers, Graphic Designer and Content Creator.
This project was covered in the “Social Media Management for New Media” course in our New Media Design and Web Development Program in BCIT.
As a Project Manager
I had taken on the role of Project Manager, leading a dynamic team of four creatives. Throughout the 3-month project, I had monitored the project progress and addressing opportunities in real-time, adapting the content calendar to accommodate impromptu content opportunities and emerging trends. What I love most about team work is, our team had a high team spirit and we were able to leverage each team member's strengths to optimize collaboration.
As a project manager, I had facilitated weekly team meetings, produced and maintained comprehensive documentation and user logs, and conducted cost estimations based on user logs for reporting.
Social Media Management
Developed a comprehensive content calendar outlining the posting schedule for various social media channels. Implemented strategic scheduling to ensure posts went live during each channel's optimal engagement times. Executed a successful Instagram growth campaign, with an impressive increase from 0 to nearly 2,000 followers within a mere 8 weeks, which was the top performer of the whole class. Utilized analytics tools to monitor engagement metrics and adjusted strategies accordingly.
Branding & Marketing Strategy
Together with my teammates, we have crafted a detailed branding style guide, ensuring consistency across the website and social channels. To emphasize with the audience, we had defined the user personas, tailoring content to target specific audience segments. Our graphic designer had designed a visually appealing logo and a mascot to establish a strong brand identity.
We had also integrated our social channels into our website to draw patronage across all 5 of our channels.
Content Creation
I had also taken on the content creation mainly for our Instagram and Facebook Channels. Wrote captivating captions that resonated with the target audience and reflected the brand's voice. Generated visually appealing Instagram Posts and Stories using tools like Canva and Adobe Illustrator. Ensured content was aligned with the overall branding and marketing strategy.
Vlog and Short Videos Production
We had to produce 2 5-minute-long vlog and I was responsible for one vlog. I planned the content and flow of the vlog, directed and filmed the video shoots with my Canon camera and lavalier microphone and tripod. After shooting, I have edited the whole vlog in Adobe Premiere and Adobe Audition, ensuring they aligned with the brand's image and conveyed the intended message effectively. Very pleased with the overall result of the vlog that gives a happy, energetic review of the café.
Apart from one 5-minute vlog, I was the major in-charge for our Instagram Reels and half of our Youtube Shorts. I had particularly chosen trendy music for each Reel so that the algorithm will push the Reels out to the exploration page to reach more non- followers.
