Menus
& venues
Social Media Marketing
Paid Social
Photography
Analytics
Menus & Venues is the food and beverage division of URBN, which owns and operates Terrain Cafe & Events, Pizzeria Vetri, Gatehouse and Shop 543. As a Brand Marketing intern for Menus and Venues I got to work with the marketing team to create compelling content to market each of the brands on social media, whether it was organic posts, paid social campaigns, or influencer marketing.
our brands:
social review and analytics:
After running all of the socials for our brands Gatehouse and Pizzeria Vetri for the month of June 2024 I was able to analyze the engagement to see what was resonating well with our audience, and what could still be improved upon. I compiled all of data I looked at into a powerpoint to be presented to the marketing team, with suggestions on what we could do better for the month of July 2024.
I was then able to continue running all the content for July 2024 while taking into consideration all of the things we learned from June, and applied what we thought needed to be changed. We were able to have an even better month in July 2024, proving the changes we were making based off the data from June, was working.
Organic social- reels:
I focused a lot of my time on creating Instagram reels for all of the brands to increase engagement and reach. Something I really had to focus on was keeping each brand voice alive and different from one another. A trend that might work for one brand would not work for another. So creating different content that lived within each of those different voices was very important. Below are the top six reels I created-based on engagement.
Intern project:
This was the project I spent the majority of my summer working on, and which I presented to the URBN community. I was tasked to work within our Terrain Events brand to create a GTM (Go-To-Market Strategy) for the hypothetical openings of new locations, and the pre-sell process as a whole.
This project taught me so much about the events industry, and how to implement strategy and purpose with creative marketing.
Paid social:
Tasked with creating a new identity for our summer paid social campaigns for our event spaces. I worked with the graphic design intern to concept, create, and execute a campaign with a focus of what sets Terrain Events aside from it's competitors; culinary, garden aesthetic, and our dedicated planning team. We decided to focus on the incredible reviews from previous hosts and guests to speak to new consumers about our special services. We did this through a series of postcards that highlighted different pictures, as well as a review.
Pv pups campaign:
Tasked with creating a campaign for Pizzeria Vetri for customers to submit photos of their dogs to create more brand awareness around the rest of the URBN brands, and Philly pizza eaters as a whole. Me and the graphic design intern were challenged to organize, promote and execute the campaign.
After the entirety of the campaign was finished, we put together a presentation to share with our team the logistics of how the campaign was ran, and all the statistics that showed how successful the campaign was.
URBN Branding Coordinator project:
This was the project I created with the focus on URBN's Branding Coordinator position; creating content ideas, a content calendar, and campaign ideas. All within a branding structure and identity that I could see fitting for the branded social pages.