Martha Moves Up- Brand Development and Social Media Launch

By: Emma Hyde and Faith Gordon

Hello! We are Emma Hyde and Faith Gordon two college seniors at Brigham Young University-Idaho. This semester we had the opportunity to take everything we have been learning for the last four years and apply it in real life. We had the opportunity to work for our client Martha.

Martha is a small business owner who is trying to make her start. Together, we were able to help her create a brand identity, a presence on social media, create content, and tell her story. Here’s how we did it!

1. Initial Pitch Deck:

Any good marketer/communicator knows how to listen, interpret the information given and build off of that. To begin our project, we met with Martha to meet her and familiarize ourselves with her brand. During that first meeting we discussed about who she was, how she came up with the idea of the brand, what the brand was to her, where she saw it going, and what her goals were. Walking away from that first meeting we knew that we needed to develop some sort of pitch to be able to present to her the next time we met. This is what we came up with.

Goals of the pitch deck:

1. Create personas.
2. Provide a vision board.
3. A list of deliverables (what we can do for her).
4. Provide social media examples of what we envisioned.
5. Create a tentative content calendar.

2. Content Strategy

After we made our initial plan we knew we needed to strengthen our plan and develop it further. We developed a content strategy that would help us to outline and create specific goals for Martha. Click below to view the content strategy.

3. Style Guide

Since ‘Martha Moves Up’ is a new brand, we needed something to work off of and to help unify things and keep them cohesive. Working with Martha, we chose a color scheme, fonts, and we created a style guide for her brand.

4. Photography

To begin developing her brand and start the process of creating content, we had two different photoshoots with Martha. Since Martha is the face behind her own brand we decided that we would do a photoshoot of her. At this photoshoot we were able to get individual headshots, headshots of her holding her product, and a few plain product photos of her first couple drafts of her cards.

Here is the link to the first photoshoot.

https://emma-hyde-photo.pixieset.com/marthamovesup/highlights

For the second photoshoot we took product photos of Martha’s display cards. Here is the link.

https://emma-hyde-photo.pixieset.com/marthamovesup/product

5. Blog Posts

Martha’s display cards tell a beautiful message about having hope, improving ourselves each day, and turning to Christ. She also has stories from her own life that have taught her amazing things, and she wants to share these stories and messages with the world! One way for her to share her stories is through blog posts. In a combined effort, Martha wrote nine blog posts sharing her personal stories and messages related to the words on her display cards and we edited and formatted her blog posts. We created mock-ups of her blog posts and formatted them so that they are website ready!

6. Business Card

7. Content Created

We created a series of 100 pieces of content for Martha. Since she was just beginning and we had to help her set up her new business social media accounts we decided that we would create content for her for July – December. To see a full bank of all the content created please click here.

8. Case Study

To help organize everything, we created a case study where you can see a full detailed list of everything that we did along with individual contributions.