Upward Projects

The founder of Upward Projects, Lauren Bailey, was critical in my move to starting my own consultancy agency. She’s a bad ass and inspiration to me, so I asked for lunch (obviously) and guidance. Given the types of brands and companies in Phoenix, she knew I likely wouldn’t find exactly what I was looking for here, and basically said - GO OUT ON YOUR OWN! I SUPPORT YOU!… and so I said I would and she said Upward Projects would be my first client. And they were.

I hopped on board with their Director of Marketing and Social Media Manager and spent a few months analyzing their social media data and stats, diving in to their email creative and analytics, and digging in to each brand of their restaurants (Joyride, Postino’s, Windsor, Churn and Federal Pizza). Coming out of that I provided a brand strategy for each restaurant along with a creative direction, key messaging and proposed social and email strategy. We brought on a photographer and briefed them on our vision and created a bank of images for each brand to use to execute against the vision. We created social content calendars for each restaurant and changed frequency and posting cadence to better optimize and create more user engagement.