Project Summary
Colorful. Fragrant. Happy.
The Soapery Savannah was a couple-owned, hand-made personal care boutique, located on the most popular tourist shopping street in Savannah, GA. From store window displays and staff vibes to product design and fragrance, the Soapery has put its heart into providing a fun shopping experience for every walk-in customer.
As a marketing manager, I optimized and maintained a consistent brand appearance for the store on social media platforms through art direction and content creation. I also created omnichannel strategies to increase brand awareness as a local business.
In addition to creating visuals and activities, I was responsible for analyzing current business performance and conducting market research on store expansion for the franchise opportunity.
Role
Marketing Manager
Responsibility
Marketing Strategy, Account Management, Branding, Content Creation, Market Analysis
Collaborator
The Soapery Savannah (Brand Owner)
Results
+160% Organic Reach
Increase followers by over 10% on one month
+101% Organic Engagement
The best performing video reaches over 400 engagements organically
200+ Product Photos
Photographed plain white product images and visually designed images.
Showcase
Brand Direction Optimization
Updated the brand direction with a new version of the logo, variant directions, icons, color palette, font, and graphics elements that visualized the “happy vibe” of the brand.
IG Account Management
With consistent posts on social media and a content calendar built around the marketing strategy, the account was again over 100% in interactions compared to last year, solely through organic posting.
Marketing Analysis & Campaign
By analyzing the business, I developed both B2B and B2C long-term strategies and seasonal campaigns to drive business growth.
Content Creation
By utilizing the visual elements, I had designed and filmed different types of content, including product hero images, product-in-use videos, store workstyle, and store presentation videos.
Small Business Workstyle & Relationship
The best part of working on a small business is the ability to understand the owners’ ideal image and help them to show it to the world!
Xiyu Jing 