Rebranding a Wedding Videography Small Business Through a Public Relations Campaign

Abstract

In 2017, Alita White founded Awe Media as a wedding videography business. Since then, she has had mediocre success with social media engagement and advertising online to consumers. This project seeks to understand whether specific branding of a business and a specific strategy to social media posts will increase online engagement. The first part of the project focused on building an informational, user-friendly, and aesthetic website for the business. This included developing a new logo, new color scheme, and changing the business name to Ali White Media. The second part of the project will involve developing a specific social media strategy and evaluating success through surveys and the study of social media analytics. Creating a social media strategy involves deciding what photos, videos, graphics, and text will be in social media posts over the course of several months. Messaging must be intentional and focused on specific goals of the business. It also involves creating a calendar in which to schedule posts. Overall, this project will determine whether intentional online marketing increases engagement and further improves the small business.