I have always loved traveling, and it has always been my dream and motivation in life. I had to start somewhere, so in 2014 I did a 6-month exchange program in the United States, which allowed me to work at the largest sports exchange agency in Latin America in 2016. I had a lot of professional success there for 3 years, until 2019, when I dropped everything and decided to embark on a new adventure: Canada.
I lived and studied there for almost 3 years. It was an russian email address list experience of growth in personal relationships, fluency in English, and cultural knowledge, since I lived with people from all over the world. However, like practically every immigrant when they arrive in a new country, I worked as a waiter and counter attendant, which didn't help me evolve in the career I wanted for my life, until I decided to return to Brazil in January of this year.
This arrival was a huge shock in terms of what path I would take professionally, and many doubts arose: before Canada, I had a job that I loved; was it worth giving it all up back then? What am I going to do now? I don't have a defined career; will I be successful?
It was almost 2 months of internal anguish, until I started talking to people who introduced me to Digital Marketing. I had a very basic idea of what it was, and what caught my attention the most, at first, was the home office thing. Can I combine a job that I like and that awakens my desire to undertake, and on top of that, work anywhere in the world? Can I combine a profession with my greatest motivation, which is traveling? It's perfect!
I started looking for more information and where I could specialize, until I found two training courses, one in CRM at an agency in São Paulo, and the Digital Marketing course at Harve Escola de Inovação. I signed up for both, dedicated myself to both, and today I am an intern at this agency, which belongs to the largest Digital Marketing group in the world, and I graduated with distinction here at Harve. Mission given is mission accomplished! Those doubts I mentioned were all answered. It was worth going to Canada, I have a defined career path and, yes, I will have professional success!
Getting to know the brand
Now that you know a little about me, I want to show you more about my work.
During the 4-month course at Harve, 11 modules were presented, each one with a specific area within Digital Marketing. In addition, the presentation of a final course project was proposed, and that was when I began to combine everything I had learned with what I see myself doing in the future as a professional in this area of Digital Marketing.
I needed a business, store or establishment that did not yet have a well-designed visual identity and growth strategy, and that would give me the opportunity to work with the brand and could add my knowledge to its product or service.
That's when I remembered Débora, an acquaintance who has a glass and crystal painting studio. I talked to her and the opportunity arose for us to create a strategy for her company: “Debora Baker Atelier”.
One Saturday, we arranged to meet at his studio and spent the whole afternoon talking. First, I needed to understand more about the studio, its products and goals. It is a medium-sized studio, where all sales and advertising are done through Instagram, which already has almost 17 thousand followers, but still has little engagement.
Its main focus is hand painting on glass and crystals for B2B sales, including with very strong clients throughout Brazil. However, it wants to expand with its own e-commerce for B2C sales.
No company grows without goals
After understanding more about the brand, we designed some SMART GOALS for this year, 2022. Where I sought to implement goals, which I, as the person responsible for the brand, would be working on to be able to deliver work with expressive results. With that, we set 5 goals:
Increase sales: increase monthly revenue by 20% from R$-;
Increase number of customers: in Brazil, 5 new decoration stores;
Grow and increase Instagram engagement: despite the number of followers, engagement is low. Creating a question box, interacting with customers, questions with answer options, etc.;
Creation of an e-commerce: to facilitate and increase sales for B2C;
Branding: until October. Although it is doing well, the brand does not have a defined visual identity, no standard colors, no photography aesthetic, and even an outdated logo.
With the goals created, it becomes much easier to outline a strategy for each one of them.
Now, what are the pillars of the brand? What characteristics will define how it behaves or how it identifies itself? What does it want to convey through its art?
We arrived at 5 essential words: creative, colorful, elegant, exclusive, delicate.
Having defined the pillars, it was now necessary to create some strategies that she could use to her advantage, mainly in her communication through the media:
Standardize publications with minimalist and delicate details. Using simple and personal language, with emojis that show the brand's love for its products.
Creation of Highlights on Instagram, such as FAQ, about the brand, contact. Standardized Highlights, with bright colors and easy communication.
Using Debora as a poster girl, showing the day-to-day life of the studio and her passion for the products.
These goals will direct and adjust improvements in communication, standardization of posts, having a defined visual identity, and making the brand more personal and closer to the customer.
The possible mission of a brand
Selling glasses or glass products is very vague, anyone can do it, so we needed to define the mission and pillars of “Debora Baker Atelier”, what it, as a brand, wants to convey to customers or people who admire its work.