CHRISTINE YEE

Content Marketing. Writing. Social Media. SEO. Digital PR

I initiated and developed Fabric's first internship program to help provide the necessary support for a growing set of  objectives needed for our marketingn projects. I relied on sites like Craigslist as well as referrals from our own internal team to establish a team of six interns. Additionally, I developed a work flow process which not only required the interns to perform required tasks, but also to record their daily activities and progress. I worked to design an overall experience that would allow the interns to gain valuable reall world experiene in online marketing for the purpose of helping take their resumes to the next level.

The growth of Fabric's marketing projects required additional support. Dogasaur's community of registered members was growing rapidly, largely due to our very successful Facebook ad. Dog lovers were very receptive to participating in a community of like minded pet lovers. However,  once registered, it was important for the brand to take a proactive approach in engaging new members, making them feel at home, introducing them to the site's offerings, encouraging them to make friends and even create their own content. These types of activities were essential for optimizing page views and the performance of the site's existing content.

One of our interns wrote a post about Ellen Degeneres and her dog food brand, HALO. This content was picked up by Ellen's company who linked to the blog from their site, citing Dogasaur as one of their media sources. 

The interns were also able to gain hands on experience in community enagement and management, learning about the human to human dynamics of online communities which extend far beyond the point  of signing up and registering.

Additionally, Fabric had signed on to contribute to the marketing and awareness for the new webisode series, Easy to Assemble, starring Ileanna Douglas and Justine Bateman. Our agency was in charge of building a voting box, allowing fans to vote for Ileanna's character or Justine's character, ultimately deciding on how the storyline would develop. Furthermore, we also assisted with the show's pay per click ad campaign to increase viewership and also to enhance the organic reach, awareness, enthusiasm and engagement for the show. The interns contributed to these initiatives by creating original blog posts and submitting them to social sharing sites such as: Stumble Upon, Digg, Reddit, Propeller and Yahoo Buzz.