Problem Statement: Increase relevance in a saturated senior portrait market by shifting the brand story of  Vokal Photography from a portrait photography service business to a premium "experience-led" brand to do two things:

• • Drive organic growth - increasing social proof leading to an increase in bookings.

  •  Raise the brand's perceived value which will lead to increased sales revenue.

Ideation: Create a micro-influencer program to leverage high school seniors as brand ambassadors.

Process: Create the Vokal Photography Experience Team

• • Influencer Selection: Identified and recruited influential high school seniors, in various schools or social groups, who aligned with the brand’s "Genuine. Unique. Fun." identity. Requirement was they were a full paying senior portrait client in addition to being a member of the team.

  • The Content Engine: Organized exclusive monthly promotional shoots. This ensured a steady "drip" of fresh marketing assets for social channels year-round, rather than just during peak season. 

  • Incentivized Sharing: Created a structured incentive program where team members were rewarded for sharing produced content, effectively using their personal social networks as a sales funnel. 

  • The Loop: Content Lifecycle

    • Production: Vokal Photography works with team to plan/design/produce monthly promo shoots.

    • Distribution: Vokal Photography promotes shoots on all social channels and website creating consistency and relevance to target market. Team is incentivized to share content in their peer networks increasing social following.

    • Conversion: Peer-to-peer trust led to increased inquiries and bookings.

Outcome: The Experience Team helped pivot the brand’s market positioning. By aligning visual assets with the unique 'Senior' persona, I established Vokal Photography as a top-of-mind service provider for seniors (see data for kpi's).