The Highlights:
•Established a content strategy on a yearly and quarterly basis focused on increasing foot traffic to two on-premise locations, and increasing regional brand awareness.
•Developed a benchmarking and reporting process for measuring social media content efficiency, resulting in an increase in brand awareness across digital platforms.
•Trained staff on digital marketing best practices, as well as effective means of aggregating user-generated content.
•Developed a benchmarking and reporting process for measuring social media content efficiency, resulting in an increase in brand awareness across digital platforms.
•Trained staff on digital marketing best practices, as well as effective means of aggregating user-generated content.
In the summer of 2016, a long-time friend recommended me to Fargo Brewing as an in-house Digital Marketing Manager. The role was focused on improving the brewery's digital footprint, increasing sales and reach, and providing a genuine face to the local favorite that paved the way for microbrews in Fargo, North Dakota. This role was incredibly impactful in how I learned to approach creative and marketing efforts from a holistic branding perspective, and it taught me just how challenging aggregating relevant, actionable data could be for a small business.
During my time with FBC we designed a website user experience that reflected the high-demand items the Fargo Brewing team had tracked through the point-of-sale system, connecting the marketing, on-premise sales, and community values into a unified brand voice. Much of this task was focused on training the Fargo Brewing team, from the president to beertenders, on how to navigate and manage the content management system, empowering them to take charge of their content.
One of the key creative requirements for this task was marrying the grassroots, hometown, and every-man branding that Fargo Brewing embodied, along with the professional caliber presentation that encouraged users to trust their brand.
As a result of building this site, FBC saw a 14% increase in wearable merchandise sales, a 23% increase in online reach, and a 1.3% increase in social media engagement, along with an increase in foot traffic to their two on-premise locations, based on the data provided by social media, point of sale, and online analytics.
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Graphic Design
From web graphics to product mock-ups, graphic design was at the core of what we produced with Fargo Brewing.
The core brand was created in the winter of 2016 by Chalk. Much of the creative direction for individual beer labels was driven by an internal culture of the brewery staff. This ethos of approachability and mirth transcended the customer-staff threshold, as much of the clientele that frequented the brewery had social connections with the team and shared a common interest in quality food, live music, traditional beer styles, and dogs.
The creative focus for FBC product design was to keep the elements clean and simple, while still hinting at the playfulness that the staff embodied.
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Video Production
Over my 2 years of producing content with Fargo Brewing, they saw an average reach increase of 2.3% each month, with an overall increase in social media impressions of 32%, and an overall increase in engagement of 3.8% across all platforms; improving their brand recognition, local affinity, and expanding their online audience across the nation.
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Lifestyle, Event, and Product Photography
Telling Fargo Brewing's story through photo collateral was one of the most impactful projects during my time with them. It was vital from the start that we present the brewery as approachable with content that helped the audience see the team as dynamic, merry, and welcoming. The Fargo Brewing leadership team and their audience were overjoyed with the sharp increase in visual storytelling that we could offer by having an in-house creative available for live events, merchandising, and daily operations. The staff at FBC felt intimately closer to the customers by being able to tell their stories directly. Brand affinity grew as beer enthusiasts in the region could put personalities to the team that brought them such outstanding beer and live entertainment.
