E M I LY STE PH E N S O N Fashion Marketing | Social Media | Brand Strategy
PE R S O NAL STATE M E NT
Hi, I’m Emily, I specialise in social media marketing, fashion marketing and brand strategy, Throughout studying I have further developed my enjoyment and passion for marketing and have developed a particular interest in influencer marketing and it’s future and effect on the market. In addition I also have keen interests in PR + Communications and Campaign Execution. For my final major project I created 96 Social as a hub to showcase my skill set and to propel my love for social media and brand and to help others fall in love with it too as I think social media can be such a beneficial free marketing tool if it’s used correctly. My ambition for the future is to grow 96 Social into a fully functional creative agency by recruiting other creatives allowing me to offer services in web development, photography and events.
CV E D U CATI O N Plymouth College of Art - 2016 - 2019 BA (Hons) Fashion Media and Marketing Plymouth College of Art - 2014 - 2015 NVQ Level 3 Creative and Digital Media Exeter College - 2012 - 2014 BTEC Level 3 Diploma in Print Based Media A-Level Media Studies AS Film Studies AS Photography Uffculme School 2007 - 2012
EXPERIENCE Devon County Council - Customer Service Advisor • • • • •
Problem solving Effective communication and telephone manner Time management and efficent working pace Fast paced environment
Dune London - PR Communications Intern • • • •
Admin duties Managing sample room Liasing with clients Collating printed and digital media coverage using Gorkana
S K I L L S:
Makers HQ - Live Client Brief
Excellent communication manner Work well as part of a team Strong people skills Excellent time management
• Setup social media channels including Facebook, Instagram and LinkedIn • Choosing relevant imagery captions and hashtag to increase reach and that would best promote the business as a new start-up and engage customers
Trend research and analysis Brand Strategy Social Media Marketing Software: Microsoft Word Office - Advanced Adobe InDesign - Excellent Adobe Premiere Pro - Moderate Adobe Photoshop - Moderate Mailchimp - Moderate Web Design / Content creation - Moderate Adobe Lightroom - Beginner Adobe Illustrator - Beginner Gorkana - Beginner
SPECIALISMS Fashion Marketing Brand Strategy Social Media Marketing / Management Trend Research and Analysis Influencer Marketing
Tate Modern - Event Co-ordinator Intern • Chosen to represent Plymouth College of Art • Communicating face to face with visitors • Creating imagery and engaging content for social media South West Water - Communications Apprentice Main responsibilities during this job role included ensuring that the communications department ran smoothly and working flexibly across other departments offering assistance when needed in areas such as written content for both press and online, visual content for online and social media and web management assistance. Other core responsibilities included growing existing social media channels through engaging campaigns, post schedules and paid marketing
C O N T A C T: Email: emilystephenson.fashion@gmail.com Instagram: @emstephenson.fashion 96 Social Website: www.96socialcreative.com
WEBSITE IMAGERY
96 SOCIAL: SERVICES
96 SOCIAL: BLOG WRITING
96 SOCIAL: SUBSCRIBER NEWSLETTER
9 6 S O C IAL: I N STAG RAM
PR O M OTI O NAL STRATE GY
A promotional strategy for 96 Social full version available at ISSUU - @emilystephenson. fashion
MARKET REPORT
A market report investigating Influencers and their importance to companies, feeder trends, technology, innovators and feeder trends in fashion. Images are not my own but all written content original. All work available on ISSUU at @emilystephenson. fashion
I N N OVATI O N PO RTFO LI O
Innovation Portfolio: Deatiling the developments up to the creation of 96 Social. Inside the portfolio protrays themes of branding and website inspiration, aesethics, colours and fonts as well as mock-ups and collaborations with graphic designers to create the final logo. Full portfolio to view on ISSUU @emilystephenson.fashion
U R B N MAG D I G ITAL Z I N E
URBN Mag is a streetwear zine influenced by the skate culture from the 1950’s - to modern day. URBN is a two part zine, one specifically created for Instagram that utilises the carousel feature and is focused on imagery to illustrate the concept. The second zine features further imagery and behind the scene polaroids as well as interviews, articles on streetwear and an explanation of concept.
SOCIAL MEDIA
INTERNSHIPS
Fashion Marketing | Social Media | Brand Strategy
Emily Stephenson - @emstephenson.fashion Online portfolio content specific to Influencer Marketing, Digital Marketing, Research methods and Writing
Assisting the PR Team in the efficient running of day-to-day tasks core responsibilities included. Admin duties ensuring everything is kept up to date and organised while also managing the sample room and samples ensuring brands and clients get the samples they require on time, collecting samples from both store and HQ, booking couriers and liaising with brands to ensure samples are returned on time. Further responsibilities included collating printed and digital media coverage using Gorkana and research online to put together a weekly document of brand coverage for the team.
Emily Stephenson - LinkedIn
W H A T I S I N F L U E N C E R M A R K E T I N G? Influencer Marketing is a broad term to describe the action of putting focus on influential people to sell a product or service on behalf of a brand. Traditionally, brands used celebrities to sell as they where considered the most influential over potential customers. Now, celebrity endorsements are a thing of the past as “young people see celebrity endorsements as lame”. (Buchanan and Manthorpe) due to the lack of transparency, Do you really think Kim Kardashian uses those sugar bear hair care sweets that she loves to promote? I highly doubt it… Celebrities are used to promote because fans want to live the lifestyle of their idols but in reality the price tag is what drives the single promotion. With Generation Z and Millennials being among the biggest target groups for brands many are putting social media at the forefront of marketing strategies, investing millions into looking closely at what the younger generations are engaging with. Younger generations particularly Generation Z are relying heavily on social media and tech more than ever and are shaping the marketing sector dramatically. Brands are turning to the unlikely to sell. 49% of consumers rely on product recommendations shared by influencers for their purchases (medium. com) and with the younger generation seeing YouTubers and Bloggers as friends the authenticity to sell a product through an influencer is a lot higher as the opinion is more trusted and reliable.
Influencer Marketing can be split into two main categorisations. Micro - Influencers can often be described as YouTubers, Bloggers and Instagram Influencers (people on Instagram who have a built a following through posting relatable and interesting content that resonates with audiences). Micro-influencers often have a much smaller following (10,000+) than celebrities and are seen as more credible due to being “normal people”. By using a micro-influencer brands are attracting a higher consumer purchase rate as smaller influencers have a “60% higher engagement”(Medium, 2017). Macro Influencers are defined as people known by the masses / celebrities so think Kylie Jenner, Gemma Collins and Maya Jama. These people have followers reaching the millions. While Influencer Marketing as it stands works and brands are investing in it more. What is the future? Throughout this module and others I have explored trends and factors that contribute to change in an industry. Using gathered research and my own opinion I will forecast three trends that will impact the way brands are currently using influencers to target consumer groups.
In an article published by Forbes in 2018 it was forecast that brands are to take more ‘risks’ when selecting influencers for brand collaborations and instead are to look more in depth at engagement rates and audience interaction to drive sales and tend to audience wants by creating transparency amongst paid posts. This leads us nicely on to our next trend the nano-influencer. Nano-influencers are Instagram influencers who have a following of 1,000 upwards. So yes your really pretty friend who loves a selfie and an outfit pic could be considered a nano-influencer but don’t let it get to there heads. Nano-influencers have a much smaller following than even micromicro-influencers but there engagement and authenticity is a lot higher. Making them the biggest targets for brands taking those ‘risks’ in months to come.
She’s a superstar, with Balmain, Prada and more recently Calvin Klein featuring her in their latest campaigns will CGI take over influencers as the new norm for promotion. Quite possibly, it’s new, it’s not been done before and is exciting consumers globally at the prospects of it’s success. Not only has lil Miquela featured in some of the biggest campaigns of the year but she’s attended Coachella and the Met Gala to name a few, Crazy right? My personal opinion is that as society changes and our needs change in regards to purchasing brands will turn to CGI as an influencer alternative as it sparks conversation and is engaging. What I don’t know is how well it will fix the need for authenticity as ultimately it will be controlled by the brand forming an opinion not a real person. It’s definitely a thought provoker.
Finally, possibly the biggest trend that came from 2018… CGI Technology. With Generation Z being the biggest users of technology and becoming wiser to paid promotions by influencers and celebrities are CGI Influencers going to be the next big thing in 2019 and the answer to all authenticity and transparency desires?. 2018, gave us lil Miquela the first CGI / Robot / Human (it’s up for debate) you need to check her out if you haven’t already.
STAT from Market Report on the success of Influencer Marketing
Instagram Macro-Influencer Amy Shaw. Although a macro-influencer Amy isn’t a celebrity and instead built a credible follow through outfit posts, makeup and life posts
Bella Hadid and Lil Miquela for Calvin Klein 2019
E M I LY STE PH E N S O N BAFM302: Creative and Professional Development