This project is an overview of my positions as Social Media & Marketing Coordinator as well as my promotion into Brand & Marketing Supervisor in my time at Lulu Island Winery in Richmond BC.
In this position at Lulu Island Winery, I entered a non-existent marketing department as its sole member. By six months I was promoted and building a team of four. Through a re-brand of the entire company in the early months to a 300% social media growth by month seven, I have overseen numerous projects and now manage all marketing strategies, paid advertisements, graphic design, social media, and photography.
Social Media Growth & Engagement
In May of 2021, Lulu Island Winery’s Instagram had 625 followers and posted infrequently using stock images. With consistent posting, engagement, hashtag strategies and influencer partnerships, we built a continually growing community of 2200 people. We began using photography I created within our new branding guidelines engaging the community in education, entertainment, and promotion of their product.
Vancouver International Airport Advertisements
Lulu Island Winery Has three advertisements at YVR (Vancouver International Airport). One 12x8 foot backlit static advertisement one video displayed across 9 televisions, both in the arrivals waiting area of the airport, and a 9:16 orientation video ad that pays in baggage claim. These ads were all designed and produced by myself. We hired a production company to film and edit the video while I oversaw each project, took the photographs, and designed the static backlit ad.
12x8 foot backlit static ad
10 second video ad
Rebranding
We decided to rebrand Lulu Island Winery in the first couple of months of my employment. Their former branding was 15 years old and created to appeal to an international audience. We chose to modernize the brand while keeping the classic heron imagery. I chose new colours, typefaces, and built a full branding guidebook.
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I developed a new tagline to complement the brand that honours tradition and their rich history as an immigrant-owned company. Cultivation of both the community around them and the land they farm is very important to the values of Lulu Island Winery.
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I chose new photography styles incorporating warm tones and human elements to create an enticing brand that people want to associate with.
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Prior to COVID-19, the winery put much of its effort into international tourism and exportation. I helped them pivot their efforts into the local market and this new branding was built to encompass the diverse audience of the business.
