2013 - 2018 | Taipei Philharmonic Youth Ensemble
First chair violist
2013 - 2018 | Taipei Philharmonic Youth Ensemble
First chair violist
2013 - 2018 | Taipei Philharmonic Youth Ensemble
First chair violist
• Attended over 30 professional performances in the national concert hall.
• Toured in the United States, Germany, and Portugal for music festivals and cultural exchange.
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Overview
In the context of the Kelley Creating Digital Content Practicum Course, our team had the unique opportunity to engage in a client case revolving around Dream Builders. In a competitive field of 7 class teams, our team's outstanding performance earned us the coveted 1st prize and the role of managing various specialized departments. The core focus of our project was to craft a comprehensive content marketing campaign designed to amplify Dream Builders' online visibility and cultivate more profound connections with potential customers. This accomplishment underscores our team's prowess in digital content marketing and strategic thinking.
WORKING SYSEM
THE BRAND
Dream Builders construct the home of your dreams at a reasonable price while guaranteeing quality and uniqueness in their design and structures. In their eyes, the clients come first, which they portray by allowing the clients to do work on their homes if they please.
Dream Builders started with the goal to help its customers (B2C) build their dream homes in an easier and more creative manner. With a diverse team with more than 19 years of experience, the brand is known for its pleasantness and friendly community environment that it creates with every new build. Throughout their years in business, they have also created valuable relationships with other businesses such as Lowe’s and Bender Lumber, who help to supply them with goods to build homes, and First Financial Bank.
To follow along those lines, their website and social media platforms all carry the same tone of voice: friendly, welcoming, reliable, and experienced. The pictures shared with customers stay consistent throughout all of the distribution channels and they tend to use a light olive green and white color in their design.
CAMPAIGN'S GOAL
Throughout the span of the campaign, our goal is to create meaningful blog and social media posts that highlight the benefits of Dream Builders’ services, increase awareness of the brand to both those in and outside of Bloomington, and obtain more cohesion between brand personalities throughout posts and platforms.
First, we want to focus on blog and social media success because these are key contributors to the competition’s achievements. Growing businesses often advance due to the success of their digital framework, especially in today’s world bursting with potential from the use of social media.
Our strategy will help to tap into this potential and expand the clientele of Dream Builders.
Additionally, awareness is a pivotal part of the business. We can accomplish more awareness through word of mouth through the previously mentioned social media posts and also from increased visibility online due to an SEO boost. This will stem from our knowledge of successful SEO strategies, which will help us to further our campaign goal.
Overall, our strategy makes potential and past customers not only aware of Dream Builders but eager to learn more about the company and inquire about their construction service.
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TARGET MARKET
Dream Builders has a wide target market ranging from 25-70 years old. The lower range of the spectrum can be attributed to those moving to Bloomington for work, with the higher end being those looking to settle down and retire. The demographic targeted has a disposable income with a range of $350,000 to $850,000 being spent on the construction of homes.
Over half of the target market is coming from out of town to Bloomington for work or retirement. The target market regularly spends their time surfing the web and checking their emails. They don't often use social media but when they do it is usually on Facebook, Instagram, and LinkedIn. Let’s take a further look into the target market with some customer personas.
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POSITIONING STATEMENT
For those that live in Bloomington or are thinking of relocating here and are wanting to build the home of their dreams, Dream Builders Bloomington offers the premier service for custom homes in Bloomington and the surrounding area. With over 20 years of experience, Dream Builders has helped hundreds of customers build their own custom homes. Dream Builders has the experience, knowledge, and environment to help you thrive in your dream home.
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TYPES OF CONTENT
This campaign has four content buckets covering our necessary topics. Three of the four buckets will have four content posts each, with the other bucket having three. This leads to a grand total of fifteen content posts. These topics include: Before and after videos, pictures, and blog posts from houses that have already been built. This is intended to resonate with both current and future potential clients, as many of them will be looking for inspiration on their new homes. Current clients will be interested in these, as they could potentially be interested in building another new house with Dream Builders if they find these posts impressive.
1
DIY VIDEOS & BLOGS
These blogs will highlight how to do work on your own home. The topics for the DIY will be chosen based upon the areas of homes current clients have typically decided to work on themselves (ex. painting). This will primarily resonate more with potential future clients, as current clients have already done this.
2
INSTALLATION VIDEOS
These videos are going to show brief clips of specific parts of homes being installed. Current and potential clients will likely enjoy these videos, as they will be able to see and in depth look at how certain sections of homes are constructed.
3
CUSTOMER TESTIMONIALS
These testimonials can be in the form of written text, infographics, or videos. This content bucket is more likely to influence potential future clients, as the testimonials will have to come from current clients. This is likely to resonate with potential customers, as word of mouth is incredibly important when it comes to choosing a construction company to build a home. These testimonials will shed a very positive light on Dream Builders.
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BUDGET
Our agency will be completing the full campaign for free, so no budget should be necessary. The only potential expenditures that could arise from the campaign are social media ads that need to be paid for or possibly generating backlinks for other websites to increase overall SEO and spread awareness of Dream Builders. Additionally, our team can assist in figuring out how to put money into Instagram advertising.
IMPLEMENTATION
Implementation is where our whole vision comes together, so we carefully chose our channels and intentions to best enable success. We will create 15 pieces of rich content to be placed amongst multiple distribution channels over the course of roughly 3 to 4 months. This content will help to establish more cohesiveness across channels and embody the professional and reliable services that Dream Builders offers to their customers.
Our implementation plan will come to fruition through 5 main channels.
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STRATEGIC PARTNERSHIP
The final piece of our implementation plan will be monitored by an entire team tasked with finding a beneficial partnership for your company. We suggest that this team reach out to local interior designers who have a strong reputation in the area. This will allow the company to showcase its work and build trust with potential customers who value the designers' recommendations.
Currently, Dream Builders posts about once every three months. In order to gain the attention of our target audience, we would like to post bi-weekly on all platforms and send out a monthly e-newsletter. The increase in posting will help to keep Dream Builders top of mind to consumers and also help to highlight each type of content we intend to post.
In terms of monitoring engagement, we propose using Google Analytics to quantify viewers, click-through rate, likes, and time spent on the website, and get a full report on each channel. We also want to use Hootsuite to monitor engagement and strategically time each post to reach the fullest extent of our audience.
Overall, our carefully designed implementation plan is guaranteed to distribute professional content to an extensive audience, both currently residing in and outside of the town of Bloomington. Our plan is outlined to employ our comprehensive knowledge of marketing strategy and content design to entice more consumers to engage with the content and drive more traffic to the website.
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TAKEAWAY
My journey with Dream Builders, starting as a team member and eventually taking on the role of Strategic Partnership Manager, has provided me with an extensive experience in campaign development, client communication, and content marketing strategy. Throughout this journey, I've gained a deep understanding of how to enhance online presence and engage with potential customers effectively. I've refined my ability to craft comprehensive content marketing campaigns and have recognized the importance of clear and persuasive idea presentation. Additionally, my role in building strategic partnerships has emphasized the value of collaboration in achieving our project goals. This journey has not only enriched my skill set but has also allowed me to make a significant impact on the success of the campaign for Dream Builders.
