This project focused on revitalizing Bonnie Brae Flowers’ digital presence by developing a strategic marketing playbook designed to enhance online visibility, customer engagement, and seasonal campaign effectiveness. The initiative encompassed website optimization, social media strategy, email marketing, and content planning to create a cohesive and results-driven digital marketing approach.

A key component of this project involved redesigning Bonnie Brae Flowers’ landing page using the seven principles of conversion-centered design, ensuring an intuitive, visually appealing, and high-converting user experience. The page was optimized for SEO and mobile responsiveness, improving search rankings and accessibility across devices. Additionally, two distinct buyer personas were developed based on target audience research, allowing for a more personalized and effective marketing strategy.

To capitalize on seasonal purchasing behaviors, the "Petals & Presents" holiday campaign was designed to drive engagement and sales during peak gifting periods. This campaign included a refreshed Instagram strategy, incorporating a mix of informational posts, visually compelling bouquet showcases, and interactive content tailored to the newly developed buyer personas. Instagram posts and stories were thoughtfully designed to align with the brand's identity while fostering higher engagement and brand awareness.

The email marketing component leveraged best practices in subject line optimization, personalized messaging, and conversion-driven content to craft an aligned email campaign for "Petals & Presents." Mock-ups were developed to demonstrate how the campaign could effectively nurture customer relationships and increase sales. To ensure long-term consistency, a content calendar was created, outlining a strategic plan for email and social media posts to maintain brand presence and engagement beyond the holiday season.

This project strengthened expertise in digital strategy, content marketing, and consumer engagement while demonstrating the ability to implement data-driven marketing tactics to enhance brand growth.