COMMUNICATION
SUITE
Blog Post
Etsy Canada
This blog post was written to highlight Etsy’s ethical behind-the-scenes business practices through sharing employee stories of life at Etsy. This is an opportunity for Etsy’s collaborative and kind corporate culture to shine through, bringing people to the focus of the conversation. Readers will leave this sample post feeling uplifted and inspired by Etsy’s mission to help small sellers succeed. Emphasis will be placed on using words like, “network”, “community”, and “support” as outlined in the creative strategy. The following paragraphs are key quotes that demonstrate the strategy and tone of the post.
Script
Etsy Canada
The purpose of this video script is to share thepersonable stories of the many local Etsy sellers that make up Etsy’s diverse global business model. For this social media video campaign multiple short, 60s long clips will be created, each profiling a specific Etsy seller that distinctly represents all things Etsy: fun, a little quirky, with a big heart. The video will demonstrate the seller’s start-to-finish process of making one of their signature items, and will include documentary-style interview footage spliced in between. Designed to be shared on social media channels, viewers will finish watching these clips feeling intimately connected to Etsy and their sellers.
Etsy Canada
The following communications materials were prepared as a class project. The goal of the project was to improve my ability to write a suite cohesive of communication materials for one particular client.
These writing samples were guided by my creative strategy, which was developed by using the C.A.R.E framework. The intended change was to increase awareness of Etsy’s ethical-commerce business model. The audience was Canadian women aged 20-40, Etsy’s target demographic in Canada. The strongest resources identified were people, money, vehicles, and stories to tell. Key threats were identified as being low Canadian media coverage and new competitors entering the Handmade Marketplace, such as Amazon Handmade.