HUNTER CRANE

MARKETING
PORTFOLIO
517-331-5026
FEB 2019
HUNTERCRANE01@GMAIL.COM
 | HUNTER CRANE
GROSS REVENUE 2018
CUSTOMER BASE 2018
“The compass was something outdoorsy and
adventurous... We were looking for a common
theme, and because our company’s name, 4284, is
based off of Grand Ledge’s latitude and longitude,
the compass is representative of finding where you
are.”
PAGE | 02
Q3 2018
WE BROKE $2K
IN GROSS
REVENUE
4284 Clothing was a brand dedicated to serving
unique, rural designs towards the Grand Ledge,
Michigan Community; which resided in 42°N, 84°W.
In April, viral marketing was in full swing. An article
had been written about 4284, which gained over
500 likes and 25 shares within the local community
Facebook page. This drew massive impressions to
the website. However, this form of marketing died
out after the first two months; So I was left to
scavenge. Based on slim profit margins, we lacked
marketing capital. I mainly focused on Instagram
and Facebook postings to 4284's new followers
which steadily increased the customer base.
Eventually, we realized 4284 was in a slim market
and there was not much opportunity. An
ambassador program was then created which drew
20 unique people to represent the brand. This
initiative resulted in no additional sales; however, it
generated decent brand exposure. Eventually, the
company was closed down due to the lack of sales.
Moving on from this, I realize that we could have
went full-force with media postings on Instagram
and Facebook instead of relying on marketing
capital in order to scavenge some organic sales.
This was implemented into another company, Pexal
Shop, which greatly helped increased overall
revenue.
4th of July Coll.
7.4%
4284 Logo
37% Compass Coll.
55.6%
 | HUNTER CRANE PAGE | 03

Q3 2018

ACHIEVED
250%+ RETURN
ON AD SPEND

300%
Pexal Shop was a global eCommerce company that
started out as a general store where I sold anything I
could. Eventually I realized I needed a niche, so Pexal 200%
was turned into a fashion store.

December was the first month advertising, and I didn't

100%
even break even. After taking a step back for a few
months and learning better strategies, I came full
force at potential customers with niche fashion
0%
products towards the end of Q2. The results from
r

ts

re
e

ug
bm

bm
these new products and more effectively targeted ads

uA
ec

et
pe
eD

S
exploded the return on ad spend. Pexal consistently
remained above a 2x return on all Facebook ads for 2017-2018 AVERAGE ROAS
August and September.

Inevitably, I regularly encountered standstills in my

ads after having to pause and resume ads because of
a lapse in cash flow. Because of this, the resulting ads
were losing profitability quick.

To adapt to this, I began Instagram marketing through

influencer shoutouts. This strategy ended up being
the primary vehicle for the company's income.

Google 2018 SALES VOLUME

2.9%
To sum, the ROAS was more effective with FB ads,
as it is a bidding system. I would sometimes face
discrepancies in the Instagram ad ROAS as
breaking even was not guaranteed due to the large

Where we are
Facebook payment up front.
39.4% Instagram
54.8% Overall, Instagram had the largest volume, and
decent returns; Facebook had a slightly smaller

TODAY
volume but with much greater consistent returns;
and the remainder of the sales resulted from
organic SEO strategy.
SALES CHANNEL DISTRIBUTION
 | HUNTER CRANE PAGE | 04

Q3 2018

41K+ VIEWERS
ON A 4-MIN
VIDEO
HuntersTech was a YouTube channel that was created 2
50,000 years ago when a jailbreak for the iPhone on iOS 10 was
freshly being released. I capitalized on that, creating a
40,000
video that showcased playing iPhone games with a PS4
30,000
controller; a feature that a lot of people didn't know
about.
20,000
This timing, coupled with using effective tags within the
10,000 video and using an eye-catching title, resulted in over
41,000 unique views, over 110,000 impressions, and
0
0 152 304 456 608 760 912 over 4,500 monetized playbacks which generated
revenue from the ads played on the video. Using
TOTAL VIEWS BY DAY effective tags not only brought a lot of views, but it
taught me the beginning aspects to which the Search
Engine Optimization foundation is based upon.
125,000

Not only did I learn how to hack the YouTube landscape

100,000
to achieve so many views, I also learned a great deal
75,000 about video and photo editing; something that is crucial
in creating ad copy. This knowledge of Photoshop and
50,000 Premiere Pro was then kept and applied to 4284
Clothing and Pexal Shop (as previously mentioned)
25,000 which resulted in some very effective ads throughout
their campaigns.
0
470 600 700 760 800 912

TOTAL IMPRESSIONS BY DAY

After starting and growing 3 separate

Experience ventures, starting a YouTube channel, and

learning future-proofed skills in the

OVERVIEW
marketing industry, I am ready to take
those skills to the Digital Marketing
industry and consistently grow the client
base and overall revenue of your
company.