Chuning Li’s Intro to Digital Marketing Portfolio Project

During the CareerFoundry Intro to Digital Marketing Course, you’ll build out a job-ready project for your portfolio. Here is graduate Chuning’s project, ‘You Are Whalecome’, an organic Instagram campaign.

What inspired you to make a career change into this field?

One of my friends is taking the UX Design Program with CareerFoundry and recommended it to me, so I signed up for digital marketing thanks to their referral!

What did you enjoy most about the CareerFoundry Intro to Digital Marketing Course?

I’ve learnt so much since the course started. It allows me to be creative and flexible when it comes to the learning materials and tasks. My tutor and mentor are very supportive as well, always giving me detailed feedback, telling me how I did well and where I can improve.

What did you enjoy about creating your CareerFoundry portfolio project?

I could be as creative as possible, because the project was up to me to choose and I knew what kind of things interest me, which made the process easier and more fun.

With regards to your new skills, what are your hopes for the future?

For now, I only hope that I can land a job with a working visa.

Reflection

What went well? 

• Campaign planning was easy 
• Content creating, using Canva, to design the visuals and making sure they aligned with description text as well as the persona

What didn’t go well?

• It was difficult when thinking about the KPIs; I wasn’t quite sure what kind of metrics would be realistic but not too easy to reach
• The visual for the image post was not engaging enough, the CTA was not very suitable either
• The educational post failed to be consistent with the other two in terms of its topic 

What can be improved?

I somehow insisted on tailoring images with a square size (the default size for Instagram posts on Canva), afterwards came to realize that it’s not necessary to stick with only one size for posts; other sizes like portrait and horizontal are both fine. 

Action items

• Rethink about the topic for each post to see if it aligns with the others as well as the current stage of the account 
• Do some research in relation to KPI setting for new type of campaign 

Learnings

• How to plan a digital marketing campaign 
• Creating digital content for a campaign 
• The importance of consistency 
• How to reflect on a campaign after it’s ended 

I now know that digital marketing is not as easy as I thought, there’re various factors that need to be taken into account when planning and executing a campaign. One part that seems small can actually have a bigger impact than expected. Even before starting to plan a campaign, doing competitor research and defining the brand requires careful thinking as well. Being able to reflect on previous experience is also a valuable skill; I will put my reflection into practice for future study.