Alethea Yujuico
-- A digital strategist & storyteller, designing creative solutions that make an impact.
Mississauga, ON
aletheayujuico1@gmail.com
What I can do for you
As a recent Media Communications graduate, I am passionate about producing digital strategies and creative assets that address brand objectives. Below are the skills I possess to achieve this:
SEO & SEM Strategies
Digital Marketing Analytics & KPI Monitoring
Social Media and Content Marketing
UX/UI Design + Landing Pages (Figma)
Basic HTML, CSS, Javascript, Python
Digital Designs (Logos, Branding, Display Ads, Emails, etc.)
My Work
My specialization in Digital Marketing and Social Media has equipped me with the necessary skills to produce result driven, multi-channel campaigns, strengthening online brand identity and engage target audiences.
Below are a few of my projects that display my ability to form SMART goals, ideate, implement, and monitor campaigns, as well as produce the digital creative assets to supplement them.
BEANWISE
Social Media Campaign
DURATION:
JUL 2022 - SEPT 2022
ROLE:
SOCIAL MEDIA ASSOCIATE
What is BEANWISE?
During the summer of 2022 I worked for a company called BEANWISE, the largest coffee and tea tasting emporium in the Greater Toronto Area. What was intially a sales associate position, quickly transformed into a social media management role as I recognized a lack of engagement on the company’s online platforms and formalized an improvement strategy with the CEO, Jim Gilliland.
Client Goals
- Increase engagement on Tiktok and Instagram by 20% within one month
- Strengthen online brand presence
My Solution
- Conduct target audience research (draft new personas)
- Draft a content calendar
- Film and edit short-form video content
- Increase social listening and interactions with online audience
The Personas
Prior to launching any social media strategies, I drafted a couple personas to help me identify consumer needs and interests, as well as tailor content better to ensure impact.
19
Amy is a student who lives on campus and wants to lessen her expenses. One of her main and excessive expenses are ones she spends at coffee shops. She has made it part of her routine to grab a coffee before class, and even in the evening to fuel her late night study sessions. She found BEANWISE online and is interested in purchasing quality coffee beans in small quantities that will allow her to save overtime.
30
Mississauga, Ontario
Johnny is a passionate coffee drinker who has made a hobby of coffee making, from machines, to the origins of beans, he loves it all. A friend suggested BEANWISE to him as they sell a variety of beans and equipment that he can add to his collection at home. He often uses Instagram to see if shops offer any deals or specials on their products.
The Content
Here are a few previews of content that I had planned, filmed, edited, and published during my time at BEANWISE
Content Calendar Snapshot
August 2022
Monday | Tuesday | Wednesday | Thursday | Friday | Saturday | Sunday |
1 | 2 - TikTok; Intro video about brand and products | 3 | ||||
4 | 5 | 6 - TikTok; General video about brand and products | 7 | 8 | 9 - TikTok; Recipe video featuring JURA coffee machine and Monin Syrups | 10 - TikTok; Video about the variety of sugar-free syrups we offer |
11 | 12 | 13 - TikTok; Video about Monin syrups we offer | 14 | 15 | 16 - Instagram; Product Photo | 17 - TikTok; Promote Summer Sidewalk Sale |
18 - TikTok; Promote Summer Sidewalk Sale | 19 - TikTok; Launch Starbuck’s Copycat series | 20 | 21 | 22 | 23 - Instagram; Product Photo | 24 |
25 | 26 - Instagram; Product Photo | 27 | 28 -TikTok; Starbuck’s Copycat series | 29 | 30 - TikTok; General video about brand and products | 31 |
The Results
Below are the results of the social media campaign I implemented between August 2022 - September 2022.
- 10.8 M Views
- +1208 Followers
- 36, 704 Views
- +630 Followers
Mississauga Store
- Revenue increase of over 100%
#IAmRewritingtheCode
Digital Marketing Campaign
DURATION:
SEPT 2023 - MAR 2024
ROLE:
CREATIVE STRATEGIST
As part of my final year, I worked on a group capstone project for a US based client, Rewriting the Code. This organization helps women thrive within the tech industry through community initiatives, workshops, mentorship programs, and events.
What is #IAmRewritingtheCode?
#IAmRewritingtheCode exists today as an Instagram campaign that utilizes static media posts to highlight members and leaders making an impact within the Rewriting the Code (RTC) community.
Client Goals
- Increase social media engagement
- Strengthen brand awareness
- Boost sign-up acquisition rates
- Increase supply of evergreen content
The Solution
- Propose a relaunching of RTC’s existing ‘I Am Rewriting the Code’ Campaign to (new version will address engagement and reach)
- Include a customizable template with the slogan ‘I Am X but I Am Also Y’ to foster participation and evoke relatability
- Make use of Instagram’s ‘Add Yours’ story function to ease participation barriers and increase exposure
- Design campaign landing page on RTC’s website
Design Process
includes inspiration board for general theme and messaging, style guide with colours and typography, and illustrated mock-ups
Creative Assets
BEFORE (RTC’s Original Design)
AFTER (My Group’s Redesign)
campaign tagline, customizable
hashtag recall
Suggested KPIs
Engagement Rate
Reach
Website Traffic
Sign-Up Conversion Rate
Follower Growth
Hashtag Usage
GLOCAL Website
Website Pages
DURATION:
SEPT 2023 - DEC 2023
UX/UI Intern
ROLE:
What is GLOCAL?
The GLOCAL Foundation of Canada is a non-partisan organization that promotes democratic literacy and civic awareness on a global scale, through local initiatives. During my three month internship here, I was boarded onto their official website redesign project, alongside other UX/UI interns, and their design team members.
The Problem
As the main point of interaction and as a resource for GLOCAL’s audience, the existing design of their website was not cohesive, consistent, nor efficient, enough to fulfill the organization’s and user’s purpose (inform users and attract volunteers).
The Solution
The goal was to create a digital experience that was purposeful, accessible, and strengthened SEO.
This new design ensures each click and scroll served a purpose in feeding the user information on democratic literacy and involvement. Furthermore, the incorporation of interactive visuals were implemented to replace redundant or extensive information.
Audits & Pain Points
Before diving into the redesign, the team and I had a brainstorming session and made notes on the current GLOCAL website; notes about flow, consistency, and aesthetics, were made.
As seen in the screenshot below, we framed our audit using Jakob's Ten Usability Heuristics:
The next step was acknowledging the potential pain points users faced when navigating the GLOCAL website, preventing its purpose from being fulfilled.
From Wireframe to Prototype
My role during the design phase was to produce the low-fidelity wireframes and prototypes for the Landing, 'Our Work' page, 'Need to Know' (FAQ) page, and the ‘About’ page:
Lo-Fi Wireframes
Prototype
Design Highlights
Nav bar is condensed and optimized to ensure important categories are at the forefront
Reduced website copy and organized information to prevent the user from being overwhelmed or bored
Photo collage at the bottom of the page is organized in an image gallery with controls, giving the user autonomy of the information they wish to see; page also appears less crowded as a result.
Let’s Talk Digital
If you’re looking for someone passionate, curious, and takes initiative in crafting effective yet captivating digital solutions, let’s get in touch!
aletheayujuico1@gmail.com