Case Study: Events by Rubal

Elevating to Luxury Wedding Planning

Background

Events by Rubal stands as a beacon of luxury wedding planning in San Francisco, CA. Engaging with In Current Creative (ICC) since September 2023, this partnership showcases the transformative journey of a small business craving sophisticated marketing support, without the reliance on heavy digital advertising.

The Challenge

Rubal sought more than just a marketing partner; she needed someone who deeply understood her brand and could bring personal insights, particularly appreciating a sensitivity towards South Asian bridal traditions. Despite her multifaceted role, Rubal's goal was to transition her burgeoning enterprise into a distinguished luxury bespoke wedding planner within the competitive landscape of the Bay Area. This ambition was further complicated by her experience with a previous Social Media Marketing (SMM) agency that, despite their efforts, failed to grasp the essence of her business. The agency's strategies, heavily reliant on discounts and content that misaligned with her brand's ethos—such as suggesting video Reels featuring dancing—did not resonate with Rubal. She was in search of a direction that not only understood her unique market position but could also offer expert guidance on effective marketing channels and execute strategies with minimal oversight and a maximal understanding of her vision.

Our Strategy

The path to transformation began with an educational dive into the benefits of a multi-channel marketing approach, tailored specifically to amplify her brand’s impact.

1

Rebranding for Luxury: Initial steps involved a complete brand overhaul - from updating the logo and color scheme to crafting an extensive brand guidelines document. This rebranding effort was inspired by the elegance of "Breakfast at Tiffany’s," adapted for the South Asian bridal market.

2

Website Transformation: Transitioning from Wix to Squarespace, we undertook a comprehensive website redesign. This not only enhanced its aesthetic appeal but strategically overhauled the copy to spotlight Rubal’s unique talents and offerings in the wedding industry. The immediate success of this strategy was evident when Rubal secured a new client inquiry on the very first day of post-domain transfer.

3

Social Media Mastery: Recognizing the visual essence of wedding planning, our focus shifted to elevating Rubal’s organic social media presence. An extensive content shoot during a three-day wedding in Saratoga, CA, yielded over 300 pieces of versatile content, enriching her Instagram with the essence of her bespoke and luxury services.

4

Content Creation & Strategy: Post-content shoot, we crafted a monthly social media plan featuring static posts, carousels, and reels to showcase Rubal's industry expertise. Leveraging content from previous photographers, we skillfully curated her feed for a cohesive, elevated look. By creatively reusing images from a few weddings, we ensured ongoing fresh content, making each event feel current and diverse, enhancing Rubal's brand as a luxury wedding planner.

Supporting Assets

The journey included crafting new branded proposal templates, contracts, and collateral, empowering Rubal to captivate potential clients effectively.

Results

The transformation Rubal experienced through our collaboration has been remarkable. Within just a few months, she has not only secured two new weddings for 2024 but also elevated her pricing structure, commanding an additional $10,000 for a winter 2024 wedding, underscoring the value of her rebranded, luxurious image. Beyond the immediate bookings and revenue increase, our efforts have also catalyzed consistent monthly growth in Instagram engagement and audience reach. In an industry where visual appeal is paramount, these achievements in social media presence have been crucial contributors to Rubal's rising success and reputation as a premier wedding planner.

Conclusion

Events by Rubal's experience with ICC underscores the principle that effective marketing isn't just about the budget; it's about utilizing a blend of channels in a way that genuinely resonates with and engages your target audience. Rubal's success serves as a powerful example of the effectiveness of personalized, organic marketing strategies over traditional advertising. In a sector where the brand's aesthetic and ethos are pivotal, it's not about pushing ads but about crafting an elevated brand identity and cohesive marketing materials that naturally attract and convince potential clients of the value of Rubal's wedding planning services.