"Stay rooted, but branch out"

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Shagbark RVA is a AAA Four Diamond, Up-South restaurant dedicated to providing local farmers, fishermen, and artisans a platform to showcase the bounty of Virginia.

They strive to serve a farm-to-table menu, with the goal of making fine

dining approachable for everyone. 

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Event Coordinator, Jan 2018 to Feb 2019

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Every applicant for the event coordinator position was asked to craft and flesh out a proposal for consideration at the interview, focused on increasing event sales and

awareness of the event spaces. 

I conducted various forms of research to form my target audience of people who would help increase event sales; corporate meeting planners, wedding planners, and tourists. Up to that point, most of Shagbark's event business hinged on pharmaceutical dinner meetings, holiday functions, and the occasional wedding. In order to quantify awareness, I ran a social media audit and conducted a deep dive into the brand, settling on media mentions as a way to track growth. I also directed my questions towards a mentor who worked in the wedding industry and interviewed her over the phone to get the opinion of an experienced professional, which was immensely helpful. The full proposal can be found below. 

The campaign was a success and resulted in a 31% increase in inquiries, an 11% sales increase, and a 69% increase in press mentions. 80 new clients were added to our roster of regulars, and existing client accounts increased their engagement by 26% through booking events or purchasing gift cards. ​​

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Original Proposal below: 

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