Haleigh Peck’s Intro to Digital Marketing Portfolio Project

During the CareerFoundry Intro to Digital Marketing Course, you’ll build out a job-ready project for your portfolio. Here is graduate Haleigh’s project, ‘Pineapple Record Co’; an organic Instagram campaign.

What inspired you to make a career change into this field?

I wanted to transition to a career path that is flexible and creative. I am interested in design and wanted to learn more about the various avenues of digital marketing. With a background in psychology, I was also excited to learn how my knowledge of human behavior applies to the marketing world.

What did you enjoy most about the CareerFoundry Intro to Digital Marketing Course?

I enjoyed the immersive project experience and how each assignment contributes to the final project. It helps solidify the building blocks within a particular strategy or type of content, so I can see the whole picture when the project is complete. I feel confident having a tangible piece of work to showcase my skills in the future.

What did you enjoy about creating your CareerFoundry portfolio project?

I enjoyed the creative freedom of the project. Designing a brand from scratch was a fun challenge, and I channeled my creativity into growing it. Psychographics and branding were my favorite aspects to learn about and put into action with my project.

With regards to your new skills, what are your hopes for the future?

I hope to specialize in branding and content creation for email marketing.

Reflection

What went well? 

Designing my campaign and creating the campaign content went well. I believe that I brainstormed the best type of content to try. I also dived into the psychology and branding early in the project, which made shaping the mission and UVP easier. 

What didn’t go well?

The KPIs for my campaign were a little too ambitious in my opinion. I followed the example in the project brief, but in the future, I would start smaller for a brand-new account – e.g. 10 followers instead of 50, 5 likes, and 3 comments per post. Starting smaller would have made the desired outcomes more achievable, especially when starting from zero. I would also space out the times I posted and interact with other accounts more frequently. 

What can be improved?

I could improve my CTAs by slightly altering the language. I would consider focusing on 1-2 CTAs total. In this campaign, CTAs changed by post between comments, shares, likes, and follows.

Action Items

• More informative content (like posts #2 and #4 of the current campaign) 
• Narrow down a posting schedule 
• Allocate plenty of time for drafting posts (designs, descriptions, and tags) 
• Set KPIs that are more realistic depending on where the account is with its engagement 

Learnings

• There is a lot that goes into a digital marketing campaign! It is interesting how each of the pieces builds off one another. Ex: It would be difficult to develop branding without a target persona. It would be difficult to craft a target persona without doing market and competitor research. 
• Creating a target persona and designing the brand details were my favorite part of the project. 
• There must be a rationale behind each of the different parts of the campaign. I sometimes found it challenging but pushed myself to dig deeper when making decisions about my campaign to understand exactly why I wanted to do something specific and if it was beneficial to the campaign’s big picture. 
• I feel more motivated to engage with posts I see on social media and follow through with CTAs, rather than scrolling by/not reading post descriptions. 
• Every brand has its own emotions, tone, and UVP—even if they are not overwhelmingly obvious. You must always keep them in mind when creating content for the intended audience. The more in-tune the audience is with these aspects, the more likely they would notice if the content was not consistent with the established aspects.