Asian Arts Initiative
Problem
Award-winning graphic design and marketing agency Creative Repute needed a digital marketing strategist who would support the immediate and long-term growth objectives of Asian Arts Initiative (AAI), a multidisciplinary art center and community gathering space in Philadelphia’s Chinatown North neighborhood that aims to promote racial equity and understanding through storytelling.
Solution
After reviewing AAI’s digital metrics in-depth, interviewing vital team members, and collecting surveys to understand how AAI engages with its audience, I identified critical improvement areas and created a detailed marketing strategy for organic sustainable growth.
In addition, I spearheaded the digital strategy for a marketing campaign featuring a zine catalog that AAI created to highlight its "Unity at the Initiative" exhibition celebrating trans artists of color. I created several email campaigns that averaged 35% open rates (much higher than AAI's typical 18%). I'm proud to report that the landing page I created for the zine also resulted in a 10% conversion rate (4% higher than the industry average at the time).
