Paul Brooke Objectives

• Redesign Paul Brooke’s website to reflect his brand and business, including e-commerce capabilities for selling fine art photography and artwork.

• Secure media coverage in target media outlets, promoting Brooke’s art exhibition.

Ashley McGee & Co. Role

Strategic Planning

• Defined the roadmap for achieving the objectives through thoughtful, insight-driven approaches.

• Ensured all creative, marketing, and press aligned with the the objectives.

• Studied trends and competitive landscape.

• Identified unique positioning and defined the audience.

Website Development

• Planned, designed, built, and maintained an e-commerce website.

• Delivered a site that is functional, visually beautiful, and aligned with the objectives.

• Created a website tree and navigation to outline the structure and user journey.

• Crafted layouts, color palette, font, and imagery that aligned with the goals.

• Ensured that the website is intuitive and easy to navigate.

• Set up and managed email marketing, mailing list, and more.

• Structured content and metadata to improve search engine optimization.

• Tested quality assurance, identified and fixed any issues in functionality or design.

• Set up web hosting and deployed the website.

• Monitored the site and addressed any issues post-launch.

• Added new content and features as needed.

Marketing and Press Communications

• Planned and implemented marketing/press communications across various platforms and mediums (digital, print, IRL) to promote the brand, business, product, events, and the artist.

• Defined target media outlets, crafted and distributed press releases and media kits.

• Pitched stories and announcements to media outlets.

• Secured media coverage and ensured accurate reporting.

• Responded to media inquiries.

• Managed email marketing campaigns and mailing lists.

Project Management + Production

• Oversaw the entire project, technical execution, managed logistics, and ensured the deliverables were produced at the highest quality and aligned with client expectations.

• Managed pre-production, production, and post-production across print, digital, events, and more.

• Designed and implemented work streams that enabled the team to operate as efficiently and productively as possible.

• Communicated regularly with client, providing updates and next steps.

• Gathered client feedback, coordinated revisions and refined approaches.

• Served as a liaison between the client and collaborators.