The Legacy Group managed two major brands: Mahalaya The Legacy, a boutique hotel in Solo, and Semar Edupark, a recreational park in Tawangmangu. Both brands are known for their unique offerings and exceptional customer experiences.
Overview
I managed seasonal and marketing campaigns for two brands under The Legacy Group.
The focus was on create seasonal content that engages customers during specific times of the year (e.g., Ramadan, Christmas) and marketing campaigns (e.g., weekend promotions) that drive brand engagement and customer interaction.
Responsibilities
Collected and analyzed campaign brief from the client.
Developed content strategy and monthly content calendar.
Designed moodboard & storyboard for both photo and video assets.
Coordinated a small creative team (photographer, videographer, designer).
Managed content production (shooting, editing, caption writing).
Scheduled posts via Meta Business Suite and monitored performance.
Reported campaign results with insights and recommendations.
Creative Process
Briefing and Communication:
Initial Briefing: Receive detailed briefs from the respective brand teams (Mahalaya The Legacy and Semar Edupark), outlining the key messages for each seasonal event or marketing campaign.
Team Communication: Translate the brief into actionable insights and clearly communicate them to the content production team.
Content Strategy and Planning:
Moodboard Creation: Develop moodboards that capture the visual and thematic essence of each seasonal event or marketing campaign, ensuring alignment with the brand's aesthetic and theme.
Storyboard Creation: Create detailed storyboards to visually plan out video content, ensuring a clear narrative flow and alignment with the campaign objectives.
Copywriting: Craft compelling narratives and copy, including captions and content text, that resonate with the audience and reflect the brand voice.
Timeline Development: Create a comprehensive timeline that maps out the stages from content creation to publication, ensuring timely delivery.
Production Oversight:
Content Creation: Supervise the production process, including photography, videography, and graphic design, to ensure high-quality outputs that align with the brand's visual direction.
Post-Production: Oversee editing and final touches, ensuring all content maintains the brand's standards and visual consistency.
Publishing and Engagement:
Content Scheduling: Plan and schedule posts to ensure consistent and timely publication, aligning with the seasonal events or marketing campaign timelines.
Engagement Management: Monitor and respond to audience interactions.
Performance Analysis:
Metrics Tracking: Analyze key performance indicators such as likes, comments, shares, and overall engagement to measure the success of each campaign.
Reporting and Optimization: Compile performance reports and provide insights for future content improvements.
