My Role in the Project:
I served as the Project Manager with the following list of responsibilities:
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Conducted external market analysis to better understand the competitive landscape of online business coaching/counselling and the client’s potential rivals
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Coordinated communication between the client and the graphics and video production team to generate relevant and consistent content for the client
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Consulted and advised the client on how to strategically differentiate herself from her competitors and create the Marketing Action Plan for her to follow
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Oversaw the completion of promotional materials used on various social media platforms, such as Facebook, LinkedIn, Instagram, etc.
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Managed the distribution and release of the content created for her social media.
My Marketing Action Plan:
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Conduct market research for online career counsellors and branding experts.
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Refine and finalize a new unified brand style and identity for Gina.
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Launch and change “Gina Branding” on various social media platforms.
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Consistent uploads/updates of relevant business &
career advice content. -
Host in-person business and industry seminars.
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Launch 1-on-1 career counselling services and virtual consultancy workshops.
My Takeaways from the Project:
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I learned that to establish trust between the business mentor and their mentees, it is critical to include in-person meeting opportunities to further build rapport and connection; hence, my Marketing Action Plan includes a pivotal part of in-person business seminars and workshops for my client.
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I learned that to attract new, desired target audience, it is crucial to migrate towards the platforms of their choosing; therefore, I advised and created an Instagram and Threads account for the client, as well as revamped her existing YouTube account.
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I learned that creating an online brand/persona, it is critical to be consistent! Not only for the upload schedule or brand style, but also the tone of written text and video/graphic presentations.
BEFORE: Gina Branding's Facebook Posts
Gina's previous posts, albeit well-written, lack the visual impact and business relevance to adequately drive engagement nor attract her target demographic; further more, her topics were more random than consistent.
AFTER: Gina Branding's Instagram Posts
The combination of appropriate graphic design for different topics and proper text formatting allow Gina's posts to look more cohesive and differentiate herself from other business coaches and influencers.
Old YouTube Channel
New YouTube Channel
Strategic Online Marketing - Project Infographic
The infographic below includes the background of my client, Gina Chang, my SOAR analysis of her situation, my Marketing Strategy, the timeline and steps I used, and the marketing outcomes I achieved.
