I’ve experience in strategic writing, communications, marketing plans and social media strategy. Below is an example of my work.
Sprouts Marketing Plan
I chose to do a campaign on Sprouts Farmers Market and them making a simple change to be more sustainable by creating a reusable grocery bag. To influence people to buy the reusable bag, shoppers who use their Sprout’s reusable bags would get 5% off all of their groceries. It would also motivate people to not use single-use bags at Sprouts in order to be more sustainable.
I created the product packaging, an infographic, and a poster. With this reusable bag campaign, I also made slight changes to their branding in order for both to coincide with one another. I wanted Sprout’s image to look more youthful, simple, and stylish. I wanted customers to be drawn to the simplicity of the designs so that they are drawn to buying the reusable bags and making good choices for the environment. Sustainability is growing to be a more popular choice and is continuing to be a big influence on social media. I created the hashtag, #sproutsustainability to go with my campaign because it is a great way to get people interested while on social media. Strategically, I chose to use sprouts and sustainability in the hashtag because they both start with the letter S so it will be easier to remember.
Product Packaging:
For product packaging, I wanted to make the design for the bag something that would make people want to wear it to not just the grocery store but to use for work, the gym, the park, or for any other occasion. I got the inspiration for having a multi-use tote from brands like Lululemon and Urban Outfitters because they make them fashionable yet sturdy for everyday use. The pattern on the bag is on both sides. I wanted the bag to have a sort of gridlock pattern because I think it looks timeless. I got the inspiration for the pattern from brands like Louis Vuitton where they have a gridlock pattern with the brand name on it.
Infographic:
I chose to do an infographic for my campaign because I felt that it is important to share information to customers on why going sustainable and steering away from single-use plastic is important. I added facts about the negative effects plastic bags have on the environment. I added pictures beneath each fact so that it would make the viewer more drawn to reading it and visuals are a great way to get the viewer to remember the message. Adding fun pictures to an infographic helps to balance out the heavy wordage.
Store Poster:
The poster that I made would go right on the front doors of a Sprouts Farmers Market in order to remind customers to not forget to grab their reusable bags from their car. I feel that people including myself tend to forget to bring in reusable bags so this poster would be very helpful. This poster would also get people’s attention to buy the reusable totes and give them knowledge on the 5% discount on groceries. The poster would be very big and cover the majority of the doors.
Social Media Strategy:
I feel that Facebook today is more family-oriented and reaches an older demographic because it is one of the social media platforms that has been around the longest. I wanted to make it look simple but also get my campaign’s point across well. I added the tote to the profile picture and made a pattern around it so that it would showcase the bags more. I made a fun pattern on the outside to add playfulness that I feel Facebook portrays.
I believe that Twitter is more youthful than other social media platforms. I made a design for the profile picture that is fun and gets straight to the point of the brand/feel of my project. I put the hashtag #sproutsustainability on the cover photo because hashtags are a main part of Twitter.
For my Instagram post, I zoomed in to the three reusable totes so that it would look sleek and fresh. On Instagram, the feed of popular brands has fresh looking and youthful content so I aimed to do this with my post.
I chose to do an Instagram story instead of a Snapchat story because it fits Sprout’s brand better. I have noticed that brands on Instagram tend to have a bit more fun when posting stories by mixing a couple of fonts together. I made swiping up available so that viewers can swipe up to buy the tote online.