Parabo Press
59% increase in Instagram reach
4X boost in Instagram
impressions
180% increase in VIP email click rates
11% increase in SMS subscribers
Social Media Strategy
Content Calendar Planning
At Parabo Press, I developed and executed a comprehensive, data-driven social media strategy to create a visually cohesive and highly engaging feed that balanced how-to guides, home decor inspiration, and promotions. Using A/B testing (e.g., carousel posts vs. single images), I refined content based on what resonated most with the audience. For example, posts featuring user-generated content had a nearly 50% higher engagement rate than standard product images. I used these findings to optimize content types and effectively communicate Parabo’s mission—to share in people's joy, celebrate their stories, and help them hold onto life’s moments through photo prints.​
Influencer Management
​​I also took charge of influencer partnerships, from outreach and vetting to contract management. I used audience insights (demographics, engagement rates, and previous campaign performance) to select influencers whose followers aligned with our target segments: families purchasing holiday cards, college students displaying photos in dorms, and photographers seeking premium prints for their clients. By tracking the performance of each campaign via unique discount codes and affiliate links, I was able to gauge the success of each partnership and adjust future outreach accordingly. For example, for a new product launch, I organized 11 paid influencers, which resulted in 4X as many impressions as the average of 6 weeks prior to launch. In addition, I organized a Holiday Card campaign with 17 credit-based partnerships that resulted in hundreds of new site visitors and a 59% increase in Instagram reach.
Community Building
To build an authentic community, I began featuring our drop-shipper partners. Not only did this add happy faces to our feed, giving it a more personable feel, but it also brought awareness (and leads) to our drop shipping program while simultaneously helping our partners, many of whom were small business owners, expand their clientele.
Email Marketing
I developed and executed targeted email and SMS campaigns based on a year-round promotional calendar. By leveraging list segmentation and audience insights, I tailored messaging to ensure content was both relevant and optimized for each audience segment. I also designed automated flows that delivered personalized, timely communication based on customer actions and behaviors, resulting in enhanced engagement, increased sales, and more effective lead nurturing, all while saving time. Additionally, I utilized A/B testing on key elements like subject lines, images, and calls to action to continuously refine and maximize campaign performance.
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I especially focused on growing SMS subscribers and driving engagement within the VIP program. Through a strategy that included optimizing landing pages to increase SMS sign-ups, delivering personalized messaging to specific audience segments, and promoting VIP benefits on social media, Parabo saw an 11% increase in SMS subscribers and a 180% increase in VIP email click-through rates.
Blog Content
As part of my role, I crafted blog content to inspire and educate our community on creative ways to incorporate photo prints into their lives. Posts such as "How to Refresh Your Space for Summer," "Three Tips for Designing a Premium Hardcover Book," and "Easy Photo Book Gift Ideas" drove engagement across social media and email channels by offering actionable, valuable ideas for using prints in everyday life. This not only provided consistent value to our readers but also reinforced Parabo's brand message of celebrating memories and holding onto them through prints. Additionally, these posts provided key insights into the types of content our audience was most interested in, helping to inform future content.
