In April 2020 I founded a business showcasing and selling my collections of artwork. The business was centered around development and marketing of an online store created through a Weebly business account and PayPal integration. As the sole proprietor I was the lead in all aspects of business and did not outsource any parts of the development. This lack of delegation was done purposefully, as I used this business to explore a variety of my capabilities, expand and use my knowledge, and assess my personality within various fields. The cliché visualization for this could be the “wearing of many hats,” for example the artist’s hat versus the marketing hat versus the shipping management hat.
Duties
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Successes
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Online Shop
Online Storefront
Checkout Page
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Product Detail
Painting Shipped to Collector
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Photography/Videography
Product Photography
Studio Photography
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Fabric Design
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Virtual Exhibition
PR Media Kit
Created a media kit for myself to announce upcoming news, such as a collection release. Local and international news sources picked up the press releases, conducted interviews, and ran articles about the business.
Artist Bio
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Marketing Analysis
Marketing Questionnaire Answers
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Performed a market analysis via Instagram and Facebook polls to determine where my artwork could integrate amongst different age groups, areas, and genders. Asking questions like "Where do you buy art?" helped me determine where and how to advertise my artwork.
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Email Marketing
As part of my marketing initiative, I designed, developed, and wrote a monthly email called The Collector. I integrated a pop-up within my website to encourage visitors to join. Emails were designed and sent through MailChimp. I also set up a number of automated emails that sent out when people subscribed. All marketing efforts were GDPR compliant.
Printed Collateral
Cross Hatch Pattern for Business Card
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Gifted Art with Each Purchase
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Certificate of Authenticity
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Caring for Your Watercolor
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Shipping Profiles
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Performed a shipping and tax analysis to potentially allow collectors to purchase art from anywhere in the world. Created an excel sheet with formulas to calculate shipping profiles according to USPS and Royal Mail services.
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Formulated Shipping Excel Doc
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Social Media
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Created regular content for Instagram involving product photography, blurb writing, and appropriate hashtags for stories and posts, as well as reel creation. Branded with the Ashley Stuart Art brand but added more vibrancy to encourage visits. Integrated Linktree to guide users to the website. Researched and managed best practices for instagram advertising. This account has now been made private with the closing of the shop.
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