The Business
Moon In June Studio is a northern Ontario ceramics studio run by tactile artisan, Aimee Baldwin. Based in Kenora, Moon In June has been offering unique, hand-made ceramics for daily functional use and decorative aesthetic enjoyment to their customers since 2015. Baldwin also runs workshops and classes out of her studio where she teaches others about her craft and gives customers an opportunity to create their own ceramics.
The Challenge
Like so many entrepreneurs, Baldwin was struggling with an endless to-do list and a limited number of hours in the day to get through it. “My main concern was having content for social media and marketing. That is really hard for me as someone who needs to make all of my own products and run my business all by myself,” she says.
Without any marketing support, Baldwin would take photos on her phone when she could, but her efforts to maintain a presence on social media weren’t having an impact on her business. Engagement on social media was low as a result of the studio’s erratic posting schedule and photography that Baldwin felt didn’t reflect the quality of her work.
The Solution
Having recently taken the leap into focusing on Moon In June full-time, Baldwin was eager for opportunities to level up her business’s digital marketing strategy. So, when she came across Digital Main Street’s Digital Transformation Grant (DTG) program through the Northwest Business Centre she jumped at the opportunity. The initiative provides brick-and-mortar small businesses with a digital assessment, online training, and a $2,500 grant to implement their Digital Transformation Plan.
As a late applicant, Baldwin had to move quickly, so she enlisted the help of a local Digital Service Squad (DSS) member to assist with the application process. “She got me through it. She came to my studio and met with me. We went through everything. I don’t think I would have been able to pull it together without her,” says Baldwin.
Upon receiving the grant funds, Baldwin enlisted the help of a local photographer to capture images of her studio space, products, and workshops. The photoshoot took place ahead of the Christmas season so Baldwin had four kilns worth of product to shoot, which resulted in a large bank of images created for the business in a single day.
Key Deliverables
- Applied for and received a Digital Main Street DTG grant in June 2022
- Researched and hired photographer
- Planned photoshoot and created shot list
- Captured content of studio space, product, and founder
- Created content calendar with new photography
- Deployed content on Facebook, Instagram, and company website
The Impact
Baldwin, who is still using the photos from her bank of images, believes the DTG program made a significant difference in her business. “It felt really important because it helped me solve a problem that was hindering me from bumping myself up to the next level, [now that I’m] doing this business full time,” says Baldwin. Since the December photoshoot, Baldwin has observed a number of positive results that have impacted her business:
- Improved engagement. After deploying her new photography on social media, Baldwin noticed an increase in reshares on Instagram and Facebook which improved the reach of her social media content.
- Increased visibility. Improved online engagement has resulted in increased visibility for Moon In June Studio within the Kenora community. Baldwin shared she was recently getting her hair done when the hairdresser began to inquire about her workshops, noting she saw the social media posts. Interactions like this are becoming more and more common.
- Elevated brand experience. Baldwin says her biggest win is “having high-quality content to represent my brand and my business. I work really, really hard to perfect my product and my services […] so the photography was really pivotal in creating […] the brand image I want to put out there.”
Next Steps
With a more impactful digital marketing plan in place, Baldwin is now turning her attention to improving business operations. The remaining DTG funds were used on a point-of-sale system that allows her to process orders over the phone and track inventory more efficiently. Baldwin is eager to find more ways to streamline order processing and intends on setting up an e-commerce website to sell products, courses and workshops all in one place.
