Independent Bed & Breakfast (Hospitality / Visitor Economy)

Context
An independent coastal bed & breakfast serving leisure travellers, repeat guests, and event-based visitors. The business needed clearer storytelling, stronger local visibility, and more consistent digital activity without increasing workload.

My role
Digital marketing support across content, messaging, and audience focus.

What I did

Clarified the brand’s tone of voice and core messages (warm, personal, locally rooted)

Planned and scheduled consistent social media content focused on experience rather than sales

Supported event-led promotion to drive bookings during quieter periods

Ensured content reflected both locals and visitors, not just accommodation features

Outcome

Improved consistency and confidence in digital presence

Clearer positioning as a welcoming, experience-led place rather than “just somewhere to stay”

Marketing activity that was realistic and sustainable alongside daily operations

Values-Led Local Business (Community & Service Focus)

Context
A small organisation offering services rooted in trust, care, and community values, with limited time for marketing.

My role
Junior digital marketer supporting day-to-day visibility.

What I did

Created and scheduled simple, on-brand social content

Helped refine storytelling so values were clear without being overly promotional

Supported basic email and digital communications to encourage repeat engagement

Focused on clarity and consistency rather than volume

Outcome

Stronger brand recognition and coherence

Messaging that felt authentic and aligned with organisational values

A manageable marketing rhythm that could be maintained long term

I support service-based and care-focused organisations with practical, people-first digital marketing — helping them build trust, consistency, and visibility online.

Client: Family-run care provider (Home Care & Residential Care), South-East England
Role: Digital Marketing & Research Consultant
Scope: Social media, competitor research, audience personas, and digital marketing recommendations

Overview
I delivered a full marketing insight and recommendations report for a UK care provider operating across multiple locations. The project focused on improving online visibility, clarifying messaging around flexible home care, and building trust with families making emotionally driven care decisions.

Key Activities
• Audited existing digital presence (website, Facebook, Instagram, Google visibility, YouTube, X/Twitter, TikTok)
• Analysed local and regional competitors (including national brands and luxury care entrants)
• Researched customer behaviour and motivations in care decisions
• Developed primary and secondary customer personas (family decision-makers and care recipients)
• Reviewed social media performance and identified content and engagement gaps
• Created a practical, phased digital marketing plan
Social Media & Digital Insights
• Identified fragmented social media accounts and inconsistent posting schedules
• Recommended consolidation into a single, active Facebook and Instagram presence
• Designed a content approach focused on:
o Educational posts (explaining care options)
o Human stories from carers and families
o Community-based trust building rather than sales messaging
• Advised on realistic growth expectations (organic social requires 12–18 months of consistency)
Outcomes & Value
• Provided clear, actionable steps the client could implement immediately
• Helped reposition the brand from “trusted but quiet” to “visible, clear, and approachable”
• Gave the client a roadmap for sustainable digital growth without wasted ad spend
• Supported confidence in future investment in social media and content marketing

Tools & Platforms
• Meta Business Suite
• Google Analytics (GA4)
• Canva
• Facebook & Instagram
• Competitor benchmarking and audience research
Sector Experience
• Strong understanding of social care audiences
• Experience working with emotionally sensitive messaging
• Focus on trust, continuity, and clarity over aggressive promotion