2. Trove is a mobile application that efficiently leads users from the world’s top
fashion blogger's style content to purchase on mobile. My role as a
marketing intern was to develop marketing and branding techniques to
drive user acquisition and create brand awareness. This portfolio includes
5 projects and tasks that I completed during my time with Trove.
I lead strategy, and created all copy and visual content throughout
each task listed below.
MY ROLE
4. When I initially arrived as an intern at Trove
there was little to no content being posted on their
social media accounts. I benchmarked eleven
competitors and aspirational brands documenting
number of followers, number of posts in the last 30
days, average posts per day, and what type of content is
being posted and receiving the most engagement on
each company’s instagram, Twitter, Facebook, and
Pinterest accounts. This allowed me to devise a social
media marketing plan based on what was working and
what was not for our competitors and aspirational
brands.
Trove’s following on instagram alone grew by 1,000
followers since the beginning of my internship, and
marketing tactics are in place to continue to grow their
following.
I can efficiently benchmark competitors and gather
marketing trends in order to find best practices and
propose a successful marketing plan. I am very
analytical and can read and react to data to drive
business, while also producing creative content. I
have experience managing all social media platforms
including Instagram, Facebook, Pinterest and Twitter
through Hootsuite and Hubspot.
TASK
OUTCOME
SKILLS
ACQUIRED
6. TASK
OUTCOME
SKILLS
ACQUIRED
CHALLENGES
OVERCOME
I created a "welcome" email to be sent when a new
user downloads the Trove app, and a weekly email
recapping all of the trends that were featured on the
trend tabs in the app that week. I used MailChimp to
complete these email workflows, and created all
images with the tool Canva.
To understand what tactics successful retailers use in
their emails. I performed competitive patterning. I also
researched email and marketing trends in order to
understand the most efficient way to engage users.
Users receive an easy to understand welcome email
to educate them on how to use the app, and they
receive weekly emails which keep them engaged in
using the app.
I can confidently produce beautiful, engaging and
informative emails. I have a good understanding of
email marketing trends and analysis, and know how
to use MailChimp.
I was not familiar with MailChimp, so I taught myself
how to use the platform.
8. TASK
SKILLS
ACQUIRED
I created a Website for Trove using a website builder
called Wix. This included creating all visual and written
content on the site. The site features a home page with
a description of the app's offerings, a page detailing how
the app benefits bloggers, a blogger sign up page, a
press page, a contact page, and a careers page. View
site here: http://www.thetroveapp.com/.
This site serves as a place to educate users, investors,
and bloggers.
I am able to confidently communicate a brand's
image and message in a visual and contextual way. I
can create clear and concise written content, as well
as aesthetically pleasing visual content to educate
consumers.
OUTCOME
10. Within the app there are daily fashion trend tabs
featuring outfits from bloggers wearing the trend of
the day. I decided what the daily trend would be, and
searched through our database of content to choose
60+ outfits that featured that trend. I also chose and
published the cover photo featured when a user first
opens the app.
Users on the app are provided with fresh content daily
and gain knowledge of the hottest trends fashion
bloggers are wearing. Trove is seen as a platform
featuring up-to-date fashion trends, and fresh content
within the fashion and retail world.
I have experience working within a mobile
application. I can easily spot fashion trends and am
very up to date with emerging and current trends.
I am familiar with many different fashion brands and
the trends that each brand stands for.
It was challenging coming up with a new fashion
trend daily for six months. If I was lacking inspiration
simply from looking through bloggers content in our
system I would look elsewhere such as retailer's
websites and look books, runway inspiration, and
online fashion magazines.
TASK
OUTCOME
SKILLS
ACQUIRED
CHALLENGES
OVERCOME
12. TASK
OUTCOME
SKILLS
ACQUIRED
CHALLENGES
OVERCOME
I categorized all 300+ fashion bloggers featured
on the app into categories based on their style and
aesthetic. I devised nine style categories and
researched all 300 fashion bloggers and placed
each into a style category. I then created a written
description of each style.
Users are able to search and find fashion bloggers
based on style within the app. They can take a style
quiz to receive suggestions on which bloggers to
follow. This style quiz features the descriptions I
created for each style.With the bloggers categorized,
Trove is able to give users a more seamless and
enjoyable experience.
I understand the number and variety of customers,
styles, brands, and influences there are in the retail
industry. I understand the influence that social
media, and bloggers have on a customer's
purchasing behavior.
No blogger is the same and each blogger has their
own unique style. I did not want to run the risk of
placing a blogger in a category they do not think they
belong. Following the completion of this task, I
recommended we allow bloggers to choose which
category they belong to when they sign up to be on
the app.
