changcurates
hi, i'm chang - short for Cassidy Hang!
105 reels, 8 posts, 473,892 views,
11,300k followers, 6+ marketing strategies
My Marketing Experience at Sunmerry Bakery:
I worked at Sunmerry Bakery for 6 months focusing on several marketing strategies - Analytics, Influencer Marketing, Social Media, Email Marketing, Ad Campaigns, Short/Long Term content, and more! While using these tools, I found myself gaining more insights and strategies to better my company's brand to target specific goals, objectives, and audience members. What I found the fondest about my role is that it is very versatile and that it is rewarding when metrics and statistics start to rise. It feels accomplishing and rewarding! Scroll down to see some of my marketing work!
Influencer Marketing
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Influencer Marketing:
Working with influencers was one of my favorite parts of this role. Influencer marketing is a vital component of marketing a brand as these influencers target another group of people and niches. Reaching out, networking, and connecting with these influencers helped our company build more awareness around our latest products, promotions, or new launches. I reached out to 100+ influencers for each marketing campaign, event, and promotional deal so that way we could raise more awareness of our brand and reach their followers.
Email Marketing
Email Marketing:
Email Marketing can be used in many techniques and forms. I try to match my emails to the company's branding so that all of the content, templates, and color palette are the same. This marketing strategy is a great way to compare and contrast which emails they click and why. After analyzing and collecting data, I realize that people tend to look at their emails if there are buzzwords, promotions, and the hour of the day the email is sent out. It is best to send an email before working hours or mid-day right before people get off work.
LA’s Asian Bakeries Gear-Up for Annual Mooncake Festival This Weekend by Cathy Chaplin
"For Taiwanese mooncakes with flakey exteriors, there’s Sunmerry Bakery (Temple City, Arcadia, Monterey Park)..."
I had the pleasure of working with Cathy Chaplin, senior editor and reporter of Eater LA, to showcase our 2022 Mooncake from our bakery. By cold emailing her through our marketing email, I was able to connect with her to share more about our luxurious bread, cakes, drinks, and mooncakes which she shared in her article. Check out the article down below!
Ad Campaigns & CTA
Ad Campaigns:
While working in Facebook Ads Manager, I generated 10+ ad campaigns to promote some of our latest promotions, products, and special events. With a budget of $400/month, we were able to increase our views by 80% by targeting specific locations, hashtags, age ranges, and keywords around Southern California. One of the biggest highlights was the Stimulus Package Promotion Facebook Ad event as there was an increase in sales revenue and profit within our 4 stores: Gardena, Garden Grove, Monterey Park, and Sawtelle.
Call to Action (CTA):
A call to action plan is a great tool for companies to create a button in order to draw in consumers to click on their link. One of the best ways to utilize CTA on social media is by using action words such as "Click here!", "Link below!", "Check it out!", "Join now!". When using these words on our social media channels, I found that more people are likely to click on the Ads with the CTA because consumers want to see buzzwords that are enticing to their eyes. Using CTA generated more views than ever before!
Graphic Posts
Graphic Posts:
One of my main responsibilities as a social media marketing specialist was to create graphics via Canva. Whenever we had seasonal deals, product updates, or were in need of newsletters, I mainly worked in Canva to create these graphics. After drafting one or two designs, I would share them with my marketing manager and she would relay feedback or touch up on some additional details. As Sunmerry bakery is a Taiwanese bakery, the majority of our wording would be in Chinese and English. This translation helped target our Asian customers.
The biggest graphic I worked on was the 2022 drink menu. Displayed at all 9 stores in Southern California, the drink menu contains over 15+ drinks ranging from boba, coffee, tea, and smoothies. My idea to recreate our drink menu was to simplify the design and coordinate each drink into its own category so that it is easier for customers to read. It was also important to enlarge the drink on our menu so that there is a better image when displayed on the TV screen. The color palette of the menu matches back to Sunmerry's brand kit which is light beige and medium-tone brown.
Short/Long-Term Content
Short/Long-Term Content:
What is a social media specialist without expertise in short/long-term content? When I first started creating short-term content, I used to be rusty and indecisive with my work, but after researching how to upscale my videos, I learned that the trick to making a good reel is quite simple - good lighting, a trendy song, hashtags, posting schedule, and multiple transitions. As I continued to dabble into short-term content with Sunmerry's Instagram and Tik Tok, I can say that I am confident to create a reel within half an hour to an hour (depending on how heavy the content is). As for long-term content, I always loved creating longer videos because it is more storytelling. While working with my CEO and marketing manager, I created two teaser videos for one of the biggest promotions in May of 2022, Stimulus Package Promotion, and our Halloween dessert, Upside Down Creme Brulee Cream Puff! I am honored to share that these videos are still on display at the Sunmerry stores in Southern California and on the Sunmerry YouTube Channel!
Social Media: IG, FB, TikTok, Pinterest, Wix, Yelp, YouTube
Social Media:
The main social media channels that I focused on were Instagram and Facebook. I worked in TikTok, YouTube, Yelp, and our main website when needed to promote or advertise additional products. What helped me and my company the most was the visual numbers that were shown in our videos (likes, comments, views, shares, CPR). With my marketing manager, we would brainstorm together to see what type of new trends, music, or captions are circling around and try to utilize the trend to match back to the videos and content we want to share. This helped us ideate compelling stories for our products and generated more viewership throughout our channels.
When I first started Sunmerry we were at 10,800 followers on Instagram. Slowly, but surely, I was able to increase our following count to 11,300 followers; currently: 11,800 followers. What helped me reach this number was posting consistently, social media research, and engagement focus. My knowledge of Instagram later transitioned to working more in Facebook Ads Manager, TikTok videos, website building, YouTube content, and Yelp Ads. Being able to learn these tools on my own was a fruitful experience as I now have the knowledge of what it takes to be a social media expert!