Celea McInerny's e-Portfolio
Marketing
Project Description:
Creating marketing materials for Keller Williams was arguably my favorite project. The opportunity to manipulate graphic designs allowed me to unleash my creative spirit and develop valuable deliverables. I was tasked with improving the Keller Williams Bellingham Facebook engagement, our Eventbrite theme, and marketing materials for the agents. Using distinguished programs such as Canva, Microsoft Publisher, and Photoshop allowed me to create designs that are clean, clear, and appealing.
Project Objectives:
-Create social media posts to engage agents
-Update Eventbrite with a modern design
-Use TrendGraphix to calculate outpacing data
-Create marketing material for agents
-Respond positively to feedback and edit
Project Process:
With my love for creativity and design, the process I used for creating marketing material was based off of Keller Williams's values and brand. With a general scope of real estate, I applied real estate aesthetics and themes to the designs I was creating. For the Facebook posts, I blogged about unique trends in real estate or local topics that the agents could relate to. For eventbrite, I used Keller Williams colors to set the platform. And for agent marketing material, I included strong company key words along with a real estate theme to complete these projects.
Facebook was a critical project to engage the current agents. By using this common platform, we can become an active user and encourage engagement from our agents. From the team leadership group, it is important to create relationships with the agents through social media. I was tasked to create different Facebook posts for each day of the week that relate to the agents. Using the theme "Manic Monday; Trendy Tuesday, and Wealth Buidling Wednesday", I could create posts that are informational. I really enjoyed creating these posts because I was able to apply my original real estate passions into writing. Having the freedom to write about anything gave me the drive to find unique material. After receiving positive feedback on the posts, I was encouraged to create more. At first I was able to preset these posts through our system, Bullsai. But due a recent Facebook API change we were no longer capable of using that system. I then transferred all of the posts into Facebook where I can preset the posts directly. I created over 50 original posts that continually encouraged engagement on Keller Williams's pages. You can view some of these posts in appendix 2.1).
Eventbrite
When I was first assigned to recruit candidates to Career Night, I looked up our Eventbrite page and was in complete shock how outdated it was. My supervisor saw that as a chance for me to redesign it. This was one of my first projects and I was so excited. I used many editing techniques to create a professional and informational design. I feel it is important that web pages display a business in the theme of the company. Because Keller Williams is a dynamic and innovative company, every web page should express that. I took the time to edit material using Microsoft programs to fit the event. I was also capable of updating the system to include the correct dates. I was able to implement the new design as well as fix the bugs that resulted from it. It is common in web design to make changes, view the changes, and then fix the changes. It is a timely process, but is something that is meant only for perfectionists. Fixing problems is also an exciting challenge for me because it allows me to understand what is wrong and learn how to fix it. Working with online platforms is so valuable and a constantly changing technology. You can view the new Eventbrite theme in appendix 2.2.
Marketing Material
Creating marketing material for the agents in Burlington and Bellingham was by far the hardest marketing project I worked on. I was tasked with using TrendGraphix to compute outpacing reports. It was difficult to analyze the reports and then mathematically compute data. After hours of computing I finally recieved the go ahead to publish the facts. I created a document that cited the data and showed my work for the computations in case any of our competitors challenged us (refer to appendix 2.3). After I computed my information, I started creating nine fliers for the agents. Because of the variety of data I had, my fliers each embraced a theme accompanied by our outpacing statement. You can view these fliers in appendix 2.3. After creating the design of the fliers, they were sent off to the branch owner for approval. After many requests for change, I was challenged to create a few new designs and make simple edits. I enjoyed the feedback process on this project because it gave me the motivation to be open minded and make changes.
Project Outcomes:
I really enjoyed creating these marketing materials for Keller Williams. Although I worked independently on the projects, the feedback that I recieved allowed me to modify and improve my work. With such a positive reaction to my work, I am confident that I am able to create original works of art and narration. I am also pleased to have created work that will enhance the user experience of future agents and clients. I place a big standard on appearance and am glad I was challenged with these tasks to expand my learning. I enjoy manipulating designs which requires me to act as a perfectionist. The hardest part of the agent marketing fliers was to use the TrendGraphix reports to create outpacing statements. Although this was a big challenge, I mastered the skill and was able to provide my work for the equations. The statistics that I chose provided excellent data that proved how Keller Williams excels over its competitors. Again, you can view these fliers in appendix 2.