elizabeth craft designs
ROLE
Creative Director
Social Media Manager
PLATFORMS
YouTube
Mailchimp
Shopify
SCOPE
Content & Social Media Strategy
Community Management
Email Marketing
Video, Photography, & Copy
Live Streaming
Graphic Design + Print
01
facebook live for real-time engagement
Leveraged the success of the company's YouTube series. Shifted from a weekly YouTube video series to hosting three weekly Facebook Live videos by March 20, 2021. Improved real-time interaction and engagement with our Facebook community, where our target audience is more active.
In the first 3 months, Facebook Live videos reached over 356K views and ~28K interactions — averaging 6.5K+ views per video.
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02
facebook group as community hub
Creation of a dedicated Facebook Group, Elizabeth Craft Designs Family. Encouraged community members to connect, share work, seek advice, and participate in discussions. This also opened the door to gaining valuable insights into our audience demographics.
Facebook Group members increased by 32% at ~15K and their engagement by 46%.
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03
user-generated content
Actively encouraged and featured user-generated content in our upcoming campaigns, emails, social media posts, and more.
UGC increased by 40%.
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04
email marketing strategy
Scaled up email marketing efforts for more consistent & valuable email newsletters. Implemented audience segmentation to provide tailored content to different subscriber groups.
By the end of Q2 2021 , email marketing brought in ~40% of online sales.
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community-based marketing
Elizabeth Craft Designs, a Colorado-based family-owned arts and crafts supply company, faced challenges during the COVID-19 pandemic with canceled trade shows leading to declining sales.
We were quick to adapt with resourceful and innovative strategies, enhanced email marketing, and community-based efforts.
This approach not only cultivated a thriving online community but also outperformed traditional trade shows, mitigating revenue loss, reducing costs, and bolstering overall company profitability.
Ultimately, this success led to the informed decision that trade shows were no longer necessary (cya 👋🏻), allowing the company to streamline its approach effectively.
