Evidence Portfolio
Evidence Piece One: Meta Advertisements
I took on the main role in creating & distributing paid ads for the business. This included writing copy, headlines, sublines, choosing images, managing payment allocations and ebbing & flowing as the ads need.
The audience segments was derived significantly from the work I did on segmenting our audiences through bookings, as well as our social media. For example, I noticed that through the early Christmas period, many real estate agencies join us for Christmas parties, so I added this to the audiences.
When our contract ended with the freelancer managing our paid ads, we decided to bring the process in-house, spreading the load between Zac and myself. This shift allowed us to have more direct control over our ads and freed up the budget for other initiatives.
This may have been the most challenging part of the internship, as Zac and I were learning how to use this for the first time together, and it’s an exceptionally hard process to be able to get in to.
Since we have gotten it running to the best of our abilities, we’re already seeing positive results, with engagement in the brand and bookings both on the rise, translating to increased sales.
Zac was pleased with the effort, recognising the hard work that went into navigating the challenges along the way - and grateful for an extra mind to help figure it all out. We plan to keep refining our ads as we gain more insights, continuously improving to make them more effective for reaching our audience and meeting our objectives.
Evidence Piece Two: Photoshoot
Our Instagram post photoshoot
The Inn has evolved into a cozy, hearty spot focused on quality food, so we needed to update the branding to match that vibe. We’d originally aimed for fine dining, but the place has naturally become more approachable and welcoming, so it was time to let that shine through. I organised a photoshoot to capture the new direction and put together a detailed brief covering everything from shot styles to colour palette and mood. This brief helped make sure everyone was on the same page and got the most out of our time with the photographer.
The brief really paid off. It allowed us to make the most of the photoshoot and got us images that truly represent what The Inn is today. Management was thrilled with the prep. The new photos have been a hit with our audience and given our marketing a fresh, authentic feel.
With these new visuals in place, we’ll keep using them across our marketing to highlight The Inn’s unique vibe. This success has shown us the value of planning, so we’ll continue to put -in the groundwork for future projects to keep our brand fresh and relevant to our audience.
Evidence Piece Three:
Content Calendar
Our social media presence lacked consistency in both quality and timing. Working 9-5 in a business that operates from 7am-12pm, it was getting tough to keep up with the quality content that happens outside of office hours. We created a content schedule to address this.
We decided to host this schedule on Google Docs, so the entire management team can see, contribute to, and stay updated on upcoming content. By centralising the planning process, we aimed to establish a clear, reliable approach to content production.
The inconsistency in our social media presence was hindering our ability to engage effectively with our audience. We knew that achieving traction requires regular, high-quality content. The schedule has helped streamline our workflow, enabling us to produce and release content more efficiently and with better alignment across the team. As a result, the overall quality, messaging consistency, and volume of our content have improved significantly, which has strengthened our online engagement.
With this schedule now embedded in our daily operations, we plan to continue refining and adapting it to meet evolving goals. The next step is to use this foundation to explore new content ideas and experiment with formats that further elevate our online presence.
The structure is also now in place to revisit periods of time in years past, and seeing what we did to promote it, and strengthen it in the next run.