Anna Trotter Portfolio

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AboutCopywriter & content editor, social media marketing manager & brand community developer. Curious about all things fashion, film, art and food.

Professional ExperienceFreelanceCopywriterApril 2016 - current

We Are Pop UpContent Marketing JuniorApril 2015 - April 2016

Hoggy’s AntiquesSocial Media & Creative AssistantJan-March 2015

Mosson VintageBoutique AssistantMay 2014

ANKA British English CentreLanguage TutorOct 2012 - May 2013

Edgar Modern ArtGallery AssistantJuly 2009

Computer Arts ProjectsEditorial InternJune 2009

SkillsTech web, visual & writtenAdobe Photoshop, InDesignMicrosoft Word, Excel, PowerPoint KeynoteWordpressMailChimp

Social media & content management & analysisStrategyFacebook, Twitter, Instagram, Tumblr, Pinterest, SnapchatBuffer, Hootsuite Twitter Analytics, Facebook Insights, Mailchimp ReportsSEO, Google AnalyticsCRM systemBitly

FavouritesFreunde von FreundenAnOther MagazineIt’s Nice ThatCourierTrouvaGoodhoodAcne StudiosBloomon

Contacte: annalouisetrotter@gmail.comm: +44 (0)7864 937239t: @anna_trotteri: @annalouisetee

Anna TrotterPortfolio

During my role in content marketing at We Are Pop Up I used Instagram to engage with existing platform users, build the brand message and as an acquisition tool

to gain new users for the site.

Targeting an audience of creative businesses across all sectors, the content had to be engaging, innovative and informative as well as visually stimulating.

Examples include unearthing and promoting stories of modern business, in-store visits around London, live pop-up events and exhibitions and visual merchandising

inspiration.

Original Content

With the purpose of further evolving the We Are Pop Up Instagram channel from brand-building and acquisition into a direct sales tool, I launched the ‘Brand Match’ campaign. This involved introducing on-platform brands and spaces via social media for pop-up collaborations. Engaging copy and visuals would demonstrate their aesthetic and stylistic compatibility.

The result proved extremely successful - brand loyalty increased as brands would would feel unique given the public nature of a feature personal to them; off-platform brands encountering the matches could envision what was possible and went on to sign up; brands would request personal matches. Ultimately, simple interactions on social media converted to direct enquiries, bookings and extensions on the website

Strategy: Brand Match

Championing indpendent retailers lay at the heart of the brand ethos and marketing strategy at We Are Pop Up. In this vein, prior to the pop-up of one of my favourite London-

based fashion brands on the website, LF Markey, I coordinated an Instagram takeover with founder Louise. The purpose was to boost community engagement, promote the

10-day pop-up, foster authenticity with genuine brand interaction and define our niche.

The takeover successfully introduced the 11 other brands in-store to We Are Pop Up as a viable retail tool and cemented the brand as an authoritative voice on creative retail.

Campaign: Instagram Takeover

Redesign: Email MarketingOver 12 months at We Are Pop Up I led the redesign of weekly email marketing campaigns. Using A/B testing and tracking reports on opens and CTRs I was able to iterate on each version, maximising user engagment and driving sales.

From simple, separate brand and space emails through to a magazine-style weekly newsletter, the ultimate goal was to produce content that was inspiring, visual, informative, personal and shareable.

Storytelling: Writing & Photography

At We Are Pop Up I generated both written and photographic content for the blog, shining a light on creative brands and retailers, drawing out their stories and celebrating their

innovative approach to business. Interviewing individuals and teams from the emerging to the established, I was lucky to build relationships with the likes of London Terrariums, The Dandy

Lab, ARIA Design Store, OnePlus, Butchers Salon, Percival and Pact Coffee.

I also introduced the “Weekly Round-Up” blog post, curating a selection of the best content from the web, from pop-ups to exhibitions, top track playlists, left field news articles and

insightful interviews.

Additionally, I regularly pitched and contributed guest content for business platforms including the British Fashion Council, The Design Trust, Small Business Saturday, Marketing

Vision and London Small Business Centre.

For more examples of written work see: http://annalouisetee.blogspot.co.uk/search/label/writing

Peter Jeun Ho Tsang and Julija Bainiaksina, Co-Founders of The Dandy Lab

Originally published on the We Are Pop Up blog, 9 November 2015

Photograph by me: Aneeta Sumra, co-founder of Western Assembly at

their pop-up at 114 Church Street

Contact:e: annalouisetrotter@gmail.comm: +44 (0)7864 937239t: @anna_trotteri: @annalouisetee

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