founder and director

Created in April 2024

Click the star to check out Backyard Fleas instagram fully ran by me!

what is it?

At nineteen years old, I created the first ever night flea market called the Backyard Flea in Ithaca, NY.

The Backyard Flea was a vintage night market that took place every Wednesday with over twenty vendors, food trucks, local DJ's and a outdoor bar. This project was meant to bring the community together which is what exactly happened. I managed all parts of the brand by leading strategy to securing vendor partnerships. My responsibilities included vendor negotiations, event opporations, website development, project management, digital marketing, advertising, public relations tactics, and job recruitment. With over two thousand instagram followers in just a few months, the Backyard Flea became one of the most talked about events in the Ithaca area.

building the brand

Brand & Creative Strategy

  • Brand development & identity creation

  • Visual driven storytelling

  • Purpose led branding

  • Creative direction

Strategic Thinking & Market Insight

  • Market gap analysis

  • Opportunity identification

  • Audience research & insight

Leadership & Communication Execution

  • Independent project ownership

  • Creative entrepreneurship

  • Strategic communications planning

  • Brand alignment across touchpoints

Community Building & Project Management

  • Community engagement strategy

  • Stakeholder coordination

  • Concept to execution planning

  • Cross functional collaboration

key results & impact

Successful Organic Social Content

  • Instagram Reel over 21,000 impressions

  • Reach of 15,281 (88.1% non-followers)

  • 1,895 interactions

  • 281 new followers

Strong Digital Ad Performance

  • Top advertisement reached 4,017 users

  • 11,037 impressions

  • 5.28% click-through rate

Leadership

  • Built and led a dedicated team of 5 individuals

  • Aligned roles and responsibilities

  • Scaled operations

  • Interviewed over 20 applicants

Led targeted outreach campaigns

  • Reached over 100 local small businesses

  • Achieved a 80% vendor retention rate

  • Grew the event’s footprint by 150% within its first season

Website Development

  • In a 6-month timeline, there were 3.8K total visits

  • 3.1K unique visitors

  • 6.5K page views

  • Over 10K search impressions

brand kit

Logo was created by an outside source, all other aspects of the brand kit were developed fully by me.

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