From 2013 to 2018 I acted as Website, Marketing, and Graphics Coordinator at Sling It! Lacrosse. Initially, my role was focused on website design maintenance, all channels of marketing, and creating design mockups for hard and soft team-sales products. Due to my own personal interest in social media, our CEO allowed me to introduce the company to Instagram through social media content creation. In this self-defined role, I actively managed the brand's social media presence across Instagram, Twitter, Facebook, and Periscope. I was also in charge of facilitating in-house product and editorial photoshoots for the internal marketing efforts of five brick and mortar stores in Northern California and Las Vegas.
For two years I acted as a design and social media team of one before I was able to delegate the most of the social media posting process to dedicated event staff who were on-site at weekend events. Using social media we were able to directly communicate with our followers and lacrosse industry leaders on a daily basis. I helped develop a dynamic strategy that was able to develop with changes in technology but kept an overall brand aesthetic that was easily recognizable from the store level. By developing social relationships with our dedicated customer base we were able to define how our brand stood out in a crowded niche sports industry. Prior to starting Sling It Lacrosse's Instagram account in 2013, they had minimal social media interaction, their main digital marketing channel was through Constant Contact email campaigns and in-store signage. I was able to grow their marketing channel to include younger demographics with disposable income who were much more aware of industry trends and changes allowing us to make smarter buying choices when we were replenishing inventory. To be successful I utilized a series of online content and scheduling systems including Onlypult, Iconosquare, and Hootsuite. As well as coordinating with the CEO to incorporate email and Google Ad words campaigns into our social media strategy.
Instagram allowed for organic conversations between featured product partners and our clients direct, leading to a better informed customer base.
Effective use of hashtag terms and trends, coupled with direct account mentions with industry-leading brands has a groundswell effect when used efficiently.
This post was eventually reposted on the official @STXMLax account which bolstered Sling It! Lacrosse's national brand awareness.
Using Twitter, Instagram, Facebook, and Periscope we were able to successfully use Periscope live streaming video to cultivate a following for our weekly 30-minute show about all things Lacrosse stringing aptly named "String It with Sling It".
Photoshoot in San Francisco which I used to promote in-house apparel designs for the Work the Left brand.
Just one part of my role in helping the team sales staff was creating support items like size information for clothing. Art content like this would need to be dynamic and flexible due to constant shifts in product lines, dye lots, and other vendor changes.