MARKETING &
OPERATIONS
optimizing systems | CRM | time tracking | invoicing | accounting | social media marketing | content creation | infographic design | brand design
Operations
In my current role at a landscape design and build firm, I research and implement software solutions and organizational systems to manage client and vendor communications, improve workflow, track time, and manage the firm’s project calendar for a remote team.
The business is in a transitional period- from a single founder to a growing, remote team, from regional to national services, and from a full service design-build firm to design-only. My contributions are all cognizant of these shifts, and intended to develop best practices regarding efficient use of time and resources.
In previous roles, I have developed and implemented new filing systems for everything from vendor invoices to archival design files to improve organization and allow quicker access to information.
Software I utilize in my operator role:
Hubspot, Quickbooks, Quickbooks Time, Monograph.
Marketing
The business I work for is currently in the process of expanding from a regional to a national business. Part of my role in this expansion is to develop marketing materials for the founder/CEO to distribute at cold meetings with architects, builders, and contractors as well as potential future clients. I also showcase the business’s expanding body of work in Instagram posts and stories, emphasizing the unique regional ecology, topography, and aesthetics behind the designs.
I create content that is…
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Informative.
Our followers have a diverse range of knowledge when it comes to landscape design and build processes; some are architects and builders who interact with hardscape materials in their daily lives, others are plant fanatics, while still others have little to no experience with the field and are looking to our page for inspiration or to vet our work. The copy I write shares technical details in a digestible manner.
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Inspiring.
While the work itself is always stunning, the archival photos can leave a lot to be desired. In order to show the firm and its exacting attention to detail in the best light, I edit out distracting elements like water spots, hoses, cars in Photoshop and brighten and filter in Lightroom to create a cohesive feed.
For professional photo shoots, I assist in styling the spaces to help them look their best, and take copious photos and videos to catalogue every delightful detail.
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Insightful.
We want our followers to learn from us. Not only do I share trade-specific information to initiate conversations with the firm’s industry peers, I also use social media as a platform to showcase the founder’s wide breadth of knowledge and passions, encompassing architectural history, modern art, poetry, and literature. In this way, the business comes across just as thoughtful and well-rounded as the founder.
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In a specific voice.
All of the images and copy I share for the business have to fit within the voice of the company and its founder- highly proficient and professional, but also poetic. Informed but friendly, artistic but approachable. I keep captions short and sweet to let the images speak for themselves.
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Inviting.
When planning out the order of posts, I balance wide angle shots that show the entirety of a space with close-up detail shots of plant life and hardscape materials. Together, these show the many capabilities of the business. The captions bolster the images and describe the diligent, informed, and intentional thought processes behind the design.
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Intentional.
The founder’s goal with this account is as a vehicle to showcase her years of expertise and the personality of the business. Instagram is a key way for potential clients to see the ways we think about landscape design, to give them the vocabulary to describe what they want, and to ensure that they know who we are and what we can do.
