Introduction:
Hello, my name is Vivian Winkelman. I am a senior at Brigham Young University-Idaho, majoring in Communications with an emphasis in Digital and Social Media. Through my studies, I have gained a strong foundation in visual design and social media marketing. Both my academic and professional experiences have strengthened my skills in problem-solving, strategic organization, and content creation.
For my senior project, I worked with SPAWS Grooming in Rexburg. This project allowed me to apply the skills I have learned in my communication classes for a small business that gave me access to their social media and creative liberty.
Project Overview:
Over the course of ten weeks, I created and executed a full social media content campaign for SPAWS Grooming’s social media. The overall campaign goal was to establish SPAWS as a trustworthy and transparent grooming shop. This was achieved through numerous objectives catering to different platforms.
My content strategy was developed around four content pillars: Why someone should choose SPAWs, the dog’s social proof, the expert groomers, and the brand’s community support. My strategy also included content calendars, optimizing each platform profile, and producing original content. I spent the last few months going to the grooming spa multiple times a week to film content and take pictures. I got to see in depth how the spa ran and how much the groomers cared about each dog. My experience at the spa allowed me to make content that was authentic and portrayed them as the hard workers they are.
Below is my case study, where you can learn all about my campaign journey from beginning to end.
Case Study:
Conclusion:
This project helped me grow as a social media strategist and content creator, giving me hands-on experience turning classroom learning into a real-world campaign with measurable results. Working with SPAWS Grooming taught me how authentic, well-planned content can build genuine trust between a small business and its community. I’m grateful for the opportunity to apply my skills toward a brand I believe in, and I’m excited to carry these lessons into my career.