Frank's Jewellers

Brand Building and Social Content Strategy

Frank's Jewellers is a 100-year-old Waterloo landmark that sells quality engagement rings, jewellery, watches, and repairs.


As the Digital Marketing Strategist for Scope Marketing, I developed a strategy that would help develop Frank's brand on two pertinent social platforms: Facebook and Instagram. We setup the Instagram page and created content under four categories: product, love stories, history, and staff knowledge. We began posting visual and video content on both platforms in January 2019 and amassed a strong following on both platforms organically.

We then used the data we collected to better target potential and/or existing clients through geo-tagging, hashtags, promotional crossovers with other local businesses, and Insta Stories.

These strategies created a foundation for the Frank's team to carry on after the project has been completed. Check out the documents and social pages below to see my work on this project from start to finish.

Project Briefing

Outlined the project objectives, scope, and timeline for the project.


Elevated dormant Facebook page to new heights with new content to grow followership, engagement, and brand awareness.

Digital Strategy Planning

After completing a competitive analysis, I compiled our overaching strategy and presented it to our client.


Created Instagram account and cultivated content, community, and brand voice. Collected data with Instagram Insights to better target best posting times.

Customer Persona

Based on our research, we created a detailed customer persona who is our potential customer.

Final Report

Compiled data findings, potential content ideas, product and video shots, in a final report that was used to complete two training sessions with the client.