Building a digital strategy

As part of the course for my social and audience strategy in Fall 2025, I grouped up with classmates and was assigned a client – a local cake and tea shop downtown – to help build their audience and reach their goals.

We were given the client’s current audience and their goal for the semester – to increase awareness of the brand – and started developing some ideas.

During each week’s class, we would tackle different topics associated with digital strategies; from SEO and website design to analytics and algorithms. We also talked about how to build a personal brand and establishing a brand’s voice.

Over the course of the semester, my team sat down with our client and talked about her goals and how to best help them. We starting putting everything we learned in class into practice.

We crafted two recommendations for our client at the end of the semester which we presented – add more visuals to enhance and boost SEO, and planning content days to shoot more vertical video to post to Instagram and cross-post to TikTok.

We also complied a digital guide for our client that went in-depth into each topic we learned over the semester. You can view both the final presentation and digital guide below.