Land Baron: Commercial Real Estate Investment Platform for Individual Investors

In my role as a Product Manager Co-op at Apply Digital in 2019, I had the opportunity to join our Land Baron project team in the role of a Product Manager. Land Baron was created with the vision to help individual investors get access to own a “piece” of commercial real estate properties - which usually require large funding and expertise in the commercial real estate landscape to acquire.

WHAT I DID:

• Go-to-market Strategy: Planned, managed, and executed go-to-market strategies to introduce Land Baron to prospective audiences.

• Marketing Planning & Execution: Managed Land Baron social media accounts to provide up-to-date information about product launch, the people and stories behind Land Baron, as well as newest updates about commercial real estate market forecast in Canada in 2020. Along with our Marketing team, I also led our Influencer Marketing initiatives by identifying and scoring Personal Finance influencers who could potentially represent Land Baron brand and products.

• Managing Team Collaboration: I worked closely with our team of project manager, writer, designer and developer to address our client’s asks, while ensuring that our team was meeting project milestones and following the timeline we initially set out for the project.

Land Baron Website:

Land Baron on Social Media:

WHAT I LEARNT:

• Marketing Tech Stacks: With this project, I had the chance to sharpen my proficiency with social media & project management platforms, landing page builder (LeadPages) email marketing platform such as MailChimp, analytics tools (Databox) while exploring new add-on solutions (such as ChatBot integration) to provide a better experience to Land Baron’site visitors. I also got a chance to work on my soft skills through working to advance my social media copywriting skills and engaging in purposeful conversations with my clients, teammates, as well as partnered influencers and other third-party partners.

• Technology Opens Doors to Many Opportunities: With the advancement of technology, we can now access areas that are traditionally not made readily available to us. Land Baron was a prime example: The platform was created to enable individual investors to own commercial real estates that are stable in performance, and hand-picked by industry experts with many years of experience in the field. I’m excited for what the future holds with the help of the internet and other modern technology.

• Taking a Leap of Faith is Scary, but Rewarding: When working at Apply Digital, I was looking for new direction and inspiration in my career, since I wanted to look for new opportunities and inspiration outside of my specialization in Finance. Land Baron was one of the first project that I was assigned to. As soon as I became comfortable with the work, this project quickly helped me discover a passion for digital products, people and creative works, which later helped me refine where I wanted to go next in my career. Changes are not easy, especially at the start. But for the technical and soft skillsets I’ve learnt, for the work that I got the chance to get involved in, and for the clients and colleagues I had the chance to meet and work closely with, it worths feeling a little challenged and lost at the first place :)

UBC Intramurals Recreation presents: Top 5 UBC spots to take your Instagram game to the next level!

ABOUT THE WORK

I love all things aesthetics. Beautiful places, clear skies, pretty surroundings, you name it. I always find the joy in capturing and sharing aesthetically pleasing moments, and therefore, love discovering new inspirations for my IG feed.

When Kelly, my director, talked to me about a few topics I could write for the next post to be posted on UBC Recreation’s blog, we came across the topic of “instagrammable places at UBC”. Within less than a second, I decided this is what I was going to write about. I was fortunate to have spent the past 6 years studying at UBC Vancouver’s beautiful campus and wanted to share with people about instagrammable spots around campus that always gave me the urge to take out my phone and snap a few pictures every time, before I officially graduate this year.

WHAT I DID & WHAT I LEARNT

As an Assistant Director at UBC Recreation Intramurals’ Digital Marketing (Events) team, this is one of my independent project work for Term 2. I was responsible for planning, writing and preparing the blog content to be published on UBC Recreation’s page. I chose 5 of my favourite places to be at UBC Campus, including the Rose Garden, Nitobe Garden. UBC Farm, The Nest & Tower Beach, and provided a brief introduction about each location, so readers can better imagine things that make these locations insta-worthy.

Additionally, I actively sought feedback from Kelly (my director) and Juliana (UBC Recreation’s Promotions Assistant) to further improve on the quality of my content, as well as the blog’s appearance. This helped me to balance my own creativity with the program’s guidelines while obtaining feedbacks to advance my writing for the upcoming project works with the team!

Check out my blog post below to find more inspirations for your Instagram feed when visiting UBC campus:

Celebrating The Year of Ox with Perk Hero

ABOUT THE CAMPAIGN

As a proud Asian, the annual celebration of Lunar New Year (LNY) has always been my most longed-for occasion of the year. This year, as the ongoing COVID-19 pandemic made it more challenging for families to reunite to celebrate LNY festivities, our team has worked hard to enable a campaign to help our Perk Heroes bring in good fortune and happiness for the Year of the Ox with the Perk Hero App.

WHAT I DID:

I worked closely with my colleagues in Marketing and the Sales team to select products to include in our LNY Collection while taking the lead on suggesting the “Lucky Perk Coins” offering where users can get $6 off their purchase of $88 Perk Coins (6 and 8 are considered lucky numbers in Asian culture). I also worked with our software developers to develop and implement our campaign’s landing page using HTML5 for the mobile app. I also collaborated with our designer to deliver visual assets to be used during our campaign and was responsible for designing and implementing our campaign’s web landing page on PerkHero.com.

WHAT I LEARNT:

• LNY is a Global Celebration: Being born and raised in Asia, I was used to celebrating LNY with my family every year and often wonder if people around the world also celebrate LNY the way we do. Having the opportunity to work on this campaign really gave me the chance to understand that LNY is not only well-known in Asia, but is also truly celebrated globally, specifically here in North America where I am currently living.

• Teamwork Makes The Dream Work: Different members coming from different teams at Perk Hero, from Sales, Marketing to Development, had to work hard, and combining our background and expertise to successfully plan and execute this campaign. While collaborating with my colleagues, I had the chance to pick up new knowledge and gain more understanding of the nature of their day-to-day work. They said “teamwork makes the dream work” and it’s true in this case that without the support from my teammates, we wouldn’t have been able to turn our vision for the LNY campaign into reality.

• Leveraging Creativity to Adapt: As we’re still facing ongoing challenges posed by the COVID-19 pandemic, I learned to leverage my creativity to see things differently and recognized an opportunity for Perk Hero App to enable our users to celebrate the LNY traditions with their families and their loved ones, just a little further apart this year. Creativity helped us envision, plan, and work with our teammates to prepare for the launch to successfully execute this campaign. Our creativity helped us approach the problem from a different standpoint, by seeing challenges not just simply as roadblocks, but also opportunities to do things differently.

Sample asset designs (for our featured stories on Daily Hive & our advertisements) that I created for the Lunar New Year Calendar:

Perk Hero: 2020 Advent Calendar Marketing Campaign

ABOUT THE CAMPAIGN

With this campaign, Perk Hero introduced flash-sales on 8 exclusive deals on Holiday Gift Cards from Dec 17 to Dec 24, 2020. New deals are revealed every day, with email & social media being the main communication channels.

I worked alongside my colleagues to plan, prepare and execute an email & social media campaign with the aim to raise awareness and drive conversion of limited-time offers on digital gift cards.

WHAT I DID

• Content Planning: Working alongside my colleagues, I compiled information about our advent calendar’s campaign offerings to lay out our campaign content and calendar.

• Visual Asset Design: I took the lead to design visual assets for emails and social media postings, to ensure that the visual assets are appealing to our audiences while aligning with our partnered brand’s requirements.

• Campaign Execution & Monitoring: I combined visual assets and content prepared by our team to execute our email & social media campaign, and monitored the campaign’s success by tracking relevant KPIs to report our campaign results.

WHAT I LEARNT

• Appreciation for new ideas is important: For this campaign, we put a big emphasis on the planning and ideation stage, encouraging each other to actively contribute to the conversation. By respecting one another and appreciating each other’s ideas, we successfully gather the information we need to plan for our campaign in less than a day, while invented a framework to work with similar promotional campaigns in the future.

• The importance of data in Marketing: As a data-savvy Marketer, I took the initiative to formalize KPI reporting for our campaign. The KPIs identified not only helped us quantified the performance of our campaign, but also show us the areas in which we did well and areas where we need to improve in our future work.

• Be consistent, be persistent: When executing this campaign, our efforts in improving consistency in our messaging & branding across different channels help us strengthen our brand’s image and credibility. We also closely monitor our campaign progress & customer inquiries (during weekdays and weekends), while working alongside our Software Development team to resolve ad-hoc issues to deliver a better shopping experience to our customers on our platform.

Check out sample asset designs (email & Instagram story) that I created for the Advent Calendar Campaign:

UBC Intramurals Recreation presents: The Intramural Challenge Series!

As UBC moved into a full-year online program during the 2020-2021 academic year, the Recreation Intramurals team had launched some online initiatives to engage students on our digital platforms. Joining the team as an Assistant Director for Digital Marketing - Events sector, I am responsible for the production of social media content (including graphic designs & written copies) to recognize participants for their participation in the weekly challenge.

Let’s take a look at a few of my works done for ICS, published on UBC Recreation’s Instagram (@ubcrec)!

Week 3 Challenge Recognition:

Week 4 Challenge Recognition:

Perk Hero: Holiday Shopping Campaign

ABOUT THE CAMPAIGN:

With Black Friday, Cyber Week and the 2020 holiday season approaching, at Perk Hero, we’re excited to bring to our users the hottest deals on electronics, and meaningful, hand-picked selection of products made by local merchants. In this project, I took the lead on guiding our marketing efforts on the merchandising & electronics categories.

WHAT I DID:

To start off the ideation process for our creative campaign, I worked closely with our Sales and Marketing Operations team to compile information about our holiday product offerings. I then developed our email promotional schedule and took the lead on email copy writing, email/ social asset design & email marketing execution.

Check out the visual assets I created for our emails & social posts: