During my 3-month part-time contract as Marketing & Business Development Coordinator at EASL, London’s First Art Gym—an organisation offering art workshops and sessions to boost corporate well-being, with clients like Nissan and the London School of Economics (LSE)—I developed a range of holistic marketing strategies and action plans for the brand to implement throughout the year. Here are some bits that I put into action during my time there to boost the brand’s visibility and drive growth: “Riddhi has been an enthusiastic and dedicated member of our startup team. Her knowledge of marketing tools, ability to generate new ideas, and sales communication skills are all valuable and demonstrate a high level of transferable skills. Riddhi's event coordination and production skills are strong and I have no doubt she will do well in this environment in the future!”
Testimonial from Sophie Luckman, Founder
Brand Development & Website Rebrand
To better attract B2B clients, I worked a comprehensive rebranding of the EASL website:
Brand Identity & Market Analysis: Conducted in-depth branding exercises and strategic market analysis, leading to a complete rebrand aimed at corporate clients. The goal was to position EASL as a top choice for companies looking to book paint workshops for employee well-being.
Website Overhaul: Created a new site on Squarespace, updated the content to reflect the new brand identity.
Before
After
I focused on growing the leads database by 4,214% (that's 43 times growth!), and our outreach email strategy achieved a 10% response rate. Additionally, I identified collaboration opportunities with art therapists, influencers, and trade shows to boost EASL's visibility and create valuable connections.
Lead Generation, Email Strategy & Collaboration Opportunities
Boosting Brand Awareness Through Social Media
Social Media Strategy and Content Creation: Developed comprehensive strategies, crafted content ideas, and managed content calendars across multiple platforms:
TikTok and Instagram: Created content strategies that the founder implemented, turning TikTok from no activity to daily posts and improving Instagram from irregular updates to more consistent engagement.
LinkedIn and Blog: Implemented a full revamp of EASL’s LinkedIn presence, establishing a regular posting schedule with twice-weekly updates. For the blog, I set up monthly posts, which were written by me. (Feel free to check out the copywriting here!)
Instagram Contests and Engagement Campaigns: Organised two social media contests that boosted our IG followers by 26.4% and increased reach by 1,500%:
Art Session Giveaway Event: Managed a campaign offering a free art session to six lucky winners, targeting 9-to-5 corporate professionals in need of a creative break. The event aimed to increase followers, generate social content, engage secondary decision-makers, and showcase EASL’s unique offerings. I coordinated everything end-to-end, from collaborating with a new local cafe for the venue to organising a professional photographer to capture the event.
Demin Jacket Giveaway: Leveraging the hype of the Eras Tour in London, we launched a creative giveaway featuring a handmade denim jacket crafted by our founder. Every step of the process of making the jacket was showcased on social media to encourage followers to view painting as a fun, well-being activity. This campaign not only increased our followers but also engaged our audience by inspiring them to explore creativity for personal well-being.
