Email Marketing, Social Media Graphics & Web Banners
At Prune It Up, I created seasonal marketing assets designed to increase service bookings, promote limited-time offers, and communicate urgency around city bylaws and winter pruning deadlines. My work included email newsletters, promotional website banners, and Instagram content tailored to residential homeowners.
Website Banners
Project Goal:
Promote time-sensitive seasonal services, including the city-mandated elm pruning deadline and deep root fertilization treatments, while driving homeowners to either request an estimate or explore service pricing.
Design Focus:
- Bold, high-contrast typography to communicate urgency and importance
- Clear hierarchy: Service → Seasonal Relevance → Key Message → CTA
- Minimal visual clutter to ensure readability across devices
- Distinct calls-to-action: Request a Free Estimate and Look at Pricing
Strategy:
These banners were designed to support different stages of the customer decision journey. The elm pruning campaign emphasized urgency and encouraged immediate estimate requests due to the regulatory deadline. The deep root fertilization banner allowed users to explore pricing first, reducing friction for homeowners still in the research phase. I structured both layouts for clarity, fast scanning, and conversion-focused engagement.
Impact:
Created strategic seasonal campaigns that addressed both high-intent and research-stage customers, supporting increased service awareness and estimate inquiries.
Social Media Templates
Project Goal:
Design a flexible set of Instagram post templates that could be reused across different seasonal promotions, service highlights, and announcements while maintaining brand consistency.
Design Focus:
- Modular layout system adaptable for multiple campaign types
- Consistent typography and color structure for brand recognition
- Clear content zones for headlines, service details, and calls-to-action
- Mobile-first design optimized for Instagram feed visibility
Strategy:
Rather than creating one-off posts, I developed a repeatable template system that allowed the team to easily update messaging for different seasons and services without redesigning from scratch. The goal was to create a recognizable visual identity while improving efficiency and scalability for ongoing marketing campaigns.
Impact:
Established a cohesive Instagram presence, streamlined content creation, and provided a flexible design framework that could support future promotions and service updates.
Email Campaigns
Project Goal:
Design and optimize seasonal email campaigns to increase service bookings and promote tree care services to residential homeowners.
Design Focus:
- Mobile-friendly, scannable layout
- Strong headline hierarchy for quick reading
- Clear and repeated calls-to-action
- Consistent structure across campaigns for brand recognition
Strategy:
Using Mailchimp, we tested multiple layout styles to determine which design generated the strongest engagement and booking rates. Through performance analysis, we found that a clean, classic layout resembling a traditional newspaper format produced the highest response and conversion rates.
Once validated, we standardized this layout across future campaigns, refreshing imagery and color accents to keep each email visually distinct while maintaining the proven structure.
Impact:
Improved booking response rates by refining the design based on measurable performance data, reinforcing the importance of consistency and data-driven iteration in email marketing.
Working on recurring seasonal campaigns taught me the value of consistency, iteration, and data-informed design decisions. Rather than redesigning for aesthetics alone, I focused on improving performance while maintaining brand recognition.