DIGITAL MARGETING — Abby Burkhardt

MARKETING CAMPAIGNS

The "New Business Blitz" campaign, launched in December 2022, aimed to not only generate new business but also marked our company's first step into social media marketing. To complement our longstanding door-to-door sales approach, which had been a staple for decades, I spearheaded the creation of our first social media marketing campaign in collaboration with the sales department.
My initial step involved crafting and refining a versatile video advertisement suitable for platforms such as YouTube, Facebook, Instagram, and TikTok. I strategically scheduled the ad to coincide with the locations our sales team planned to visit, ensuring it would be visible two weeks prior to and after their arrival.
Targeting the 18-23 age group, primarily college students, the social media aspect of the campaign yielded significant success. Placing the ad before the sales team's arrival substantially increased brand awareness, while its continued presence on their feeds for two weeks afterward ensured our company remained top of mind.
The video from this campaign is still in use today by the new business department as they keep reaching out to new college campuses.

The "Back to School" campaign began at the end of August 2023, specifically aimed at parents of college students starting their fall semester. The goal was to send them a thoughtful "I miss you" care package, utilizing a combination of email marketing and social media promoted ads. Due to the small size of the marketing department, I handled all aspects of this project.
I began this campaign by carefully selecting products to create the perfect care package. To entice customers, I combined a few must-have items like a water bottle, tumbler, and tote bag with some of our less popular products, such as a pillowcase and keepsake box.
To showcase these products, I photographed them both packaged together and arranged individually. After editing the photos, I created a Photoshop document to efficiently apply different designs to the products. The campaign featured 11 design variations, each tailored to one of the top 10 Greek organizations, along with one generic version for all other organizations. Each design incorporated one of the four designs available per organization on our website.
Considering the campaign's target audience of parents, I prioritized a simple and mature design concept. I focused on neutral colors against a marble background, incorporating the color palette of each organization for a subtle pop of color. This approach proved highly successful, leading to some of our highest sales.

SOCIAL MEDIA POSTS

“College Morning Routine”
Non-Promoted post.

“Package an Order with us!”
Non-Promoted post.

“Alabama Bid Day”
Non-Promoted post.

This post was created to highlight products sold on our website, utilizing the trending "day in my life" video format.
Garnering a total of 1,863 views from both Instagram and TikTok.
This post was created by filming the packaging of a real order. The intent behind this post was to emphasize the attention to detail that distinguished this business from others.
This video garnered a total of 2,936 views on both Instagram and TikTok.
This promoted social media post was part of our 2022 Cyber Monday campaign, complemented by a corresponding email featuring similar graphics.
This campaign succeeded our Black Friday sale, focusing on smaller products that had been overlooked during the previous sale.

This post was created to showcase the free retouching applied when your photo is taken by this company. It attracted viewers due to customers' interest in behind-the-scenes content.
The University of Alabama is not only the number one customer for this company, but their sorority recruitment is also one of the largest trends on TikTok. To capitalize on that trend, I was sent to Alabama during their bid day to film. Posting this not only garnered over 40,000 views but also opened up numerous networking opportunities as the sororities viewed us as supporters as well as photographers.