Marketing Portfolio

Background:

Matt’s BBQ is a Portland icon in the food scene. With an already cult-like following Matt’s BBQ was looking for a fresh vision to take on their social media. They needed someone to respond to their daily messages, consistently post, and help push through the especially slow season.

Action

Engaging Content and Art Direction

Matt’s Content was based on mostly User Generated Content. While great for community building it did not give Matt’s BBQ an identity. With my creative skills, I’ve been able to craft a brand look and peak interest in Matt’s BBQ offerings. I work with the staff to create visually stunning platters for customers to see.

Consistent Schedule and Timely Events

One of the issues Matt’s BBQ had with social media managers in the past is that did not post consistently. When I was brought on I came in with a new vision and fresh ideas. One of my major ideas was incorporating reels and taking high-quality product shots. Additionally focusing on people as a natural part of the feed. Both of these help get people to engage and see what daily and weekly specials the truck had going on.

Result

Matt’s BBQ has seen growth in its social media following and engagement. This has also translated into direct sales because of audience awareness. Their typical slow season has been filled with consistent business and audiences are getting information about products they were not aware of originally.

Background

Portland Brewing is one of those breweries in Portland that you have to know if you are a craft beer consumer. However, like most legacy brewers, they struggled with exposure with only flagship beers. The brand did not connect with new beer consumers. When hired, I crafted a new brand identity on social media.

Action

Engagement Strategy

The engagement strategy first came from post-testing. Front-loading posts to see when the posts perform the best. Then examined the types of content the brand wanted to address. Even with chosen topics, the brand could not place everything in 1 outlet. It was strategic placements that worked for both the topic and the outlet. Lastly focusing on the style of content that was possible to create.

Art Direction

Once the outline for the type of content and art direction is established, the creative could begin. This involved staged photoshoots, graphic design, and videography. Once the creative vision was briefed, we hired 1 photographer for lifestyle photos. All other content was designed, filmed, or captured by me. Then it was placed into an Instagram 9x9 grid to maximize the full direction of all creative made.

Social Media Camapigns

Campaigns focus on aspects of Portland Brewing’s key foundations and history. I developed 2 campaigns “In The Groove Vinyl Black Lager Launch” and the Mactarnahan’s X Portland Originals Campaign. The Mactarnahan’s Campaign focused on creatives and places of Portland that feed its creative spirit.

Result

Portland Brewing's social media gained increased engagement, growth in followers, and revival of brand awareness.

Background:

Your dad and uncles recognized Pyramid Brewing. But not by the people wanting to try new beers or wanting to try craft beer. My task was to take social media and make it appealing to a younger generation of beer drinkers. The main 3 issues with their social were low engagement, no sense of brand, and no art direction.

Action

Art Direction

The first thing I took charge of was creating an art direction that expressed the outdoor adventures and craft beer. Mixing these 2 styles took a variety of content and copywriting Unlike Portland Brewing, Pyramid was not stuck to a specific city, it represents the entire Pacific Northwest. Additionally, Pyramid had a restaurant based in Seattle, which accounts for 25% of the content mix.

Engaging Content

The second piece was creating engaging content. Below is content from December of 2019. These examples are of content with the highest reach and highest engagement. The top row is the content with the highest reach. The bottom row is posted with the highest engagement.

Consistent Schedule

The last part of the strategy is consistency. Before I was hired the brand posted once a week if they could. Which is not ideal to keep consumers engaged with a brand. I used Hootsuite and Facebook analytics to plan out the most optimum days. Then, I researched holidays, events, or timely news to create a calendar that helps create engagement and gives a sense of consistency.

Result

Pyramid Brewing has a modern fresh social media feed. It gained traction in engagement