K A T I E H E N R Y
BRANDING/PR/business/marketing
Thomas Home Corporation
Starting January 2019, I serve as the current Director of Marketing for Thomas Homes Corporation, a local property development and construction company that my father started 30 years ago. I approached the team with a marketing plan for the year and started by evaluating and polishing the brand's image online. I built a new website for the company (see below), polished the visuals on their Facebook page and started their Instagram profile. To reach my goals visually, I re-photographed ALL of their product content and on site content, to set the standard at high quality and promote such an image. I set up the company's Google Analytics page to obtain data month to month from website traffic to ensure our efforts were being directed to the correct audience.
I wanted the team to have entirely new headshots to promote a professional and high quality brand.
I created both a January 2019 Marketing Plan as well as a Fall Update to make sure we were meeting our goals.
Designing and implementing the use of visually appealing and impressive handouts for our Realtor visits established a great first impression for potential clients and interested home buyers.
Updating our product photography to both maintain brand consistency and promote a polished, quality product was imperative moving forward.
I implemented the use of video content for those following to receive information in a more interesting, engaging way, taking the brand to a higher level and establishing more brand personality.
Implementing the consistent evaluation of our company's Google Analytics findings, we were able to better understand our audience, what they were most interested in viewing, and how efficient our efforts were in reaching the correct and most appropriate demographic.
This stage brought about the introduction of targeted media marketing for the company moving forward.
Wave Photo
Brand Launch 2018
Wave Photo launched July 2018 as a sister company to Aislinn Kate Photography, a high-end studio in Pensacola, Fla running an Associate program with multiple, full-time wedding photographers. As the studio manager and social media curator for both brands, I used the strategies I learned at AKP to introduce the brand as a separate company under the same umbrella while maintaining brand consistency and authentic representation of the new company!
Aislinn Kate
Photography
Aislinn Kate Photography is a high-end wedding photography studio in downtown Pensacola, Fla. Aislinn Kate has created a full photography studio to include an Associate program - something quite extraordinary in this field. Working as her studio manager/assistant and, later her media curator taught me SO many things about both running a business and understanding modern-day media!
At AKP I was responsible for maintaining the studio's blog as our photographers produced their wedding galleries. I was allowed the creative freedom to make the final decisions on what photos were presented to appropriately convey the feel and vibe of the event!
I approached Aislinn with the idea for our "Coffee Breaks at Aislinn Kate" episodes, where we intended to regularly produce conversations within the studio and with our photographers on topics our clients were interested in learning about! WavePhoto was later introduced into our lives and this rollout was not our top priority. Here is the official FIRST episode I created for Coffee Breaks!
I had to give our followers SOMETHING to see while they were waiting for our launch! We gained mostly new clients, BUT almost half were former AKP clients who were starting families and essentially became our target audience for Wave!
Often, I would create content for our clients so they felt updated on what was taking place within the studio! I noticed how successful our engagement levels were when we created Behind the Scenes content like this, so this became a priority for me, and Aislinn was more than willing to let me run with my ideas! We also used this short video for our new WavePhoto website, while we were getting ready to launch!
This interview and announcement was VERY important to Aislinn and to the future of this new adventure with our sister brand WavePhoto! Essentially, this brand would encompass everything our photographers did outside of weddings. Family shoots, seniors, business photography, commercial shoots and events! ANYTHING! I worked with Aislinn to ensure she got her point and message across to both existing clients and NEW ones. It took some time, but she is a natural and totally found the perfect way to express WHAT we were setting out to do and WHY. I wanted to include some BTS of the construction and design process, as I saw great engagement with this kind of content based on who our audience was and would eventually become with Wave!
Gateway Campaign Book
This campaign book details the steps taken, by Gateway Communications, to establish a better and more efficient social media outreach for The Big Buddy Program of Baton Rouge. Throughout this Campaign Book, you can view each phase of Gateway's social media activites to prepare a successful event in collaboration with two other programs to raise funds and help the children of the community.