Shelmerdine: Content Plan and Content Creation
Client:
Shelmerdine
Role:
Brand audit
Content writing
Copywriting
Organic strategy
Research
Social Media
Tools
CapCut
Excel
Shelmerdine had a vision for an in-person plant education event series, but they weren’t sure how to effectively market it or reach the right audience. So, I conducted a data audit, researched ideas, developed a strategic brief and content calendar, and created sample content to set the events up for success.
What’s Shelmderine?
Shelmerdine is a Manitoban gardening centre dedicated to creating beautiful and sustainable outdoor living spaces for its customers.
The Challenge
Shelmerdine was preparing to launch an in-person plant education series aimed at helping new gardeners grow with confidence. But, without a clear understanding of their target audience or a defined content strategy, they risked pouring time, money and energy into a valuable series that might never reach the right people.
The Solution
A project brief that outlines the exact strategy and evaluation plan Shelmerdine should use to market its event to its target audience, and a content calendar to keep the brand on track.
The Process
To build an organic campaign that would actually reach and engage Shelmerdine’s audience, I started with a data audit of their existing social media and email marketing channels. I looked at which content formats, topics and messaging styles were already resonating (and just as importantly, which weren’t).
From there, I used those insights to shape an organic strategy and project brief tailored to Shelmerdine’s audience’s interests and behaviour. I researched similar event promotions, explored relevant gardening trends and brainstormed content ideas that could educate and excite new gardeners. This informed the development of a detailed content calendar designed to build awareness and anticipation leading up to the event.
To bring the strategy to life, I created two sample content pieces: a blog post and an Instagram Reel, each crafted to show how Shelmerdine could connect with their audience in an engaging and educational way.
Sample Instagram Reel
Sample Blog - Click to read entire piece
The Results*
With this project brief, content calendar and evaluation plan, Shelmerdine can successfully promote its event to its target audience. This campaign promotes organic growth, while taking into consideration the target audience’s wants and needs.
*This piece of work was created as part of a brand strategy assignment for my Creative Communications program.
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