Breaking Brand: The Beginning
- Hayley Allred
- Sep 24, 2017
- 3 min read
Far up in the Appalachian Mountains sits a cold and cranky girl waiting for her life to change. She dreams of the beach and waves crashing down on her feet while her dog runs circles around her. She slumps on the couch with a cup of hot chocolate and a Mac searching for jobs in marketing. Living off Ramen, TV shows, and her dog, she comes to the realization that something must change; maybe she can find a job that allows her not to waste her life away while creating an Instagram about her dog or finishing every series on Netflix. She finds many jobs an applies to the ones that strike her eye.
Weeks later, she receives an email saying she got the job! Her new job was to be Social Media Marketer for and old, but well-known and established company. She shall be working for The Island. The Island was an off-shore storage unit located on an island that housed yachts, smaller boats, and large ships. This company is not as technologically advanced as its competitors, and needs new social media sites as well as a manager to keep up with the competition.
Her boss was very intrigued by her resume with experience in areas such as Graphic Design and having a prior Social Media Marketing Internship at Triangle Aquatic Center. Certifications in programs like Adobe and Microsoft also intrigued the boss. The boss said that since The Island was an established, old, and reliable business, they had a loyal target audience which was fifty years old or older boat owners. The boss explained that the business wanted to reach out to the younger audience who are boat owners.
The girl said she knew exactly what to do. She explained to the boss that good relationships built with customers are a great advantage, and with this loyalty, customers will give good reviews online as well through the new social media sites. This will reach the younger audience. With good reviews on the internet and social media sites, The Island will be able to connect with other businesses along with their customers and keep a competitive edge in the market world. Also, promotion through ads on social media sites and SEO on the company website will reach out to the newer generation of customers as well. With more of a variety of customers, from different backgrounds and ages, it will help round out the business and help support its growth with future generations to come. The boss asked, “What about their current customers that aren’t tech savvy?” The girl said that the company will still treat them with the same respect and quality they always have. This quality service creates loyalty which is what will keep the future generations as well.
She was assigned an office and started to work right away. She created new social media sites and redesigned the current website to make it more user friendly and search engine optimized to reach more customers. Reviews went through the roof in the first month. The established, loyal customers reviewed the Island positively and by word of mouth, told their friends to as well. All the great reviews drew in so many new customers to The Island from all different backgrounds. Promotions caused sales to increase and the business was booming more than ever. She smiled with content because she knew how much she helped the company grow so much in the past month and felt determined that this was going to be a permanent position. With a secure job on an island, the girl soaks up the sun while eating Ramen with her dog on the beach.
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