Social media strategy for an antique rug company in San Francisco.
Timeline: April 2020 - March 2022
My Role: Marketing Manager, Social Media Manager, A/V Specialist
Goal: Increase community engagement and followers on all platforms.
Context
When the Pandemic first began in March of 2020, people around the world were forced to remain indoors and at home. Since then, an increasing number of people have spent a larger chunk of their lives in the digital realm and have become more dependent on the Internet than ever before. Not only did consumers start to rely more heavily on the Internet for their everyday needs but many businesses were forced to close their physical doors and set up shop online.
Businesses that had been traditionally run without utilizing effective Social Media marketing practices were hit the hardest and were in dire need of brand revitalization. Peter Pap Oriental Rugs, in particular, was struggling to consistently and effectively post attractive content to satisfy their niche following and capture the eye of potential online buyers.
Impact
Over the course of two years working for Peter Pap Oriental Rugs, I developed an eye for content and a solid branding strategy. As Marketing Manager I planned, managed, and improved the brand’s digital marketing content, social media management, and community engagement strategies. I also designed, edited, and posted content across Instagram, YouTube, Facebook for Businesses, Yelp, and Twitter. I gained experience with coordinating content calendars, workflows, and improved my storytelling based on marketplace research and competitive analysis. I also became more proactive in identifying what areas of the business’ online presence needed attention and keeping tabs on our followers’ activity.
Through a combination of thoughtful analysis of our users’ interactions with our content, utilizing marketing tools, posting quality content consistently, and interacting with our following, we were able to add over 5000 new organic followers and significantly increased users’ interactions with our content. With more and better content, the rug company became more accessible and built trust in our client base and social media following through hosting live streams, open photography contests, and utilizing services like Linktree.
In addition to managing the online presence for Peter Pap Oriental Rugs, I was tasked with creating an Instagram page for Peter’s unrelated New Hampshire-based antique business, Dublin Art and Collectibles. All graphics including the brand logo and story highlight graphics were designed by me.
