Brand Strategy

Goal: To inspire more women to start businesses in the Boston area.

Approach: Launch a site that showcases female business-owners in Boston in a new way. Traditional profiles tend to ask redundant, irrelevant, and gendered questions of female founders. I created two distinct pieces to feature on the site. The "9 to 5" is a walk-through of the founder's workday from morning to bedtime. The "Five-Year Plan" is a look back at what the founder was doing at age 20, 25, 30, and so on. These features illustrate what it takes to build and run a business in a way that a Q&A interview is unable to capture.

Project site: www.thethirtyonepercent.com


Interviews

Goal: To add a diverse range of business-owners to the project.

Approach: I research and run outreach for the interviews in The Thirty-One Percent. I also conduct each of the founder interviews on the site and ensure that the founder is able to get her story across in the way she intends to.

Examples: 

Joanne Chang, James Beard award-winning owner of Flour bakeries and Myers + Chang

Tiffani Faison, owner of Tiger Mama and Sweet Cheeks Q

 


Audience Engagement

Goal: Develop an audience and cultivate a following for The Thirty-One Percent

Approach: Instagram is a key driver of traffic for our content. I write social copy for the channel and engage with founders to ensure that they promote their features on their own channels. I also write email copy for our mailing list. In The Thirty-One Percent's first month, the site organically drew over 3,500 page views.

Sample Projects: The Thirty-One Percent on Instagram