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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