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When I first started working with Sotela, we wanted to put a lot more effort into building the Everyday Woman Community which included a blog, weekly newsletter, and social media. As a one-woman start-up, founder Hanna Baror was limited on time so our major goal was to build a community with that hurdle in mind.


I created a content calendar filled with topics and content that catered to Hanna’s ideal audience: women in between 24-50 who had expendable income and who cared deeply about where their clothing was made, how it fit, and how it made them feel. I also planned a photo/video shoot to create bulk visual content that highlighted the dresses and how to wear them. My main concern was to set up a schedule that worked now and well into the future – one that Hanna would be able to continue with or without me.