Content Strategy Project
Strawberry Fields Flowers & Finds
THE ASK
We were tasked with developing a complete content strategy for Strawberry Fields Flowers & Finds, a local floral and handcrafted gift shop in Richmond, VA.
The project required us to:
Audit their current website, blog, and social media presence
Identify pain points, gaps, and opportunities
Conduct a SWOT analysis
Analyze their target audience and buyer behavior
Evaluate current content performance across Instagram, Facebook, and Pinterest
Develop new marketing strategies, content ideas, and KPIs
Create a content calendar and actionable recommendations to increase brand awareness and engagement
Meet the Team
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Katherine Kraft
OUTREACH COORDINATOR
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Angela Booth
PROJECT MANAGER
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Mackenzie Flores
MEDIA SPECIALIST
Key Skills
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Creating a structured plan including goals, opportunities, KPIs, and a fully built content calendar.
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Identifying demographics, lifestyles, interests, discovery channels, and future opportunities to reach young adults and long-term customers.
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Evaluating Instagram, Facebook, and Pinterest performance, strengths, gaps, engagement patterns, and content types.
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Examining brand identity, strengths, weaknesses, opportunities, and threats to guide strategic decisions.
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Designing content ideas—reels, infographics, behind-the-scenes videos, dog-themed content, and influencer collaborations.
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Compiling research, visuals, calendars, and content examples into a polished, easy-to-understand final deck.
The Process
We started by studying Strawberry Fields’ business model, local presence, and unique strengths—custom floral arrangements and curated artisan gifts. We then identified major pain points: unorganized blog layout, outdated content, and inconsistent social media structure.
Next, we performed a full content audit and SWOT analysis, examining Instagram, Facebook, Pinterest, and the website. We analyzed audience behavior through a detailed persona (“Kristy”) and assessed current engagement levels.
From there, we identified key opportunities, such as repurposing existing visuals, highlighting artisans, leveraging dogs/pets in content, collaborating with VCU students, hosting Valentine’s pop-ups, and reviving Pinterest.
We built a content calendar, featuring reels, infographics, artisan spotlights, DIY bouquet tutorials, user-generated photos, and influencer partnerships. Finally, we assembled all insights into a cohesive strategy that improves visibility, strengthens community ties, and elevates their brand identity.
The Outcome
What We Achieved
A complete content strategy tailored to Strawberry Fields’ strengths, community presence, and creative brand identity.
Clear marketing opportunities that can increase brand awareness, attract younger customers, and improve content diversity.
A refreshed, organized approach to social media that helps reduce bounce rates, boost engagement, and highlight both flowers and artisan gifts.
What We Learned
How to build a full content strategy from research to execution.
How to evaluate brand identity and identify high-impact marketing opportunities.
How to plan content that balances visuals, storytelling, and community engagement.
