Party Tray Paradise
Party Tray Paradise is a Vancouver-based multicultural party tray platform offering food-only delivery through local restaurants.
I collaborated with two volunteers to manage Instagram marketing. Early engagement was low despite an existing brand style guide, so we shifted toward a more cohesive, campaign-driven direction.
In parallel, I developed an SEO and website optimization proposal to support long-term digital growth.
This project combines performance marketing execution and search-focused website strategy.
Multicultural Party Tray Platform
PART 1 Performance Marketing Case
The Challenge
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Brand-new Instagram account (0 followers)
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Three content contributors posting independently
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Existing brand style guide but low engagement
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Inconsistent visual presentation
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Limited brand awareness
Strategic Shift
Visual Consistency & Content Structure
I identified that visual inconsistency was limiting engagement and weakening brand recognition.
To address this, we transitioned to:
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Standardized color usage
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Template-based content system
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Campaign-driven posting instead of isolated promotions
This created a cohesive feed identity and clearer brand positioning.
Campaign-Based Planning
Instead of random promotional posts, we transitioned to a more structured, campaign-driven approach.
I introduced the idea of aligning content with seasonal moments and event-based purchase intent, and we implemented Holiday campaign messaging, Year-End positioning, and Lunar New Year pre-launch content.
This shift allowed the team to move from isolated posts to cohesive campaign storytelling.
PART 2
SEO & Website Strategy
Through competitor and audience research, I identified strong search demand for “party tray Vancouver” and a clear customer preference for convenience and variety.
The research showed strong search demand for “party tray Vancouver” and a customer preference for convenience, variety, and transparent pricing.
The homepage clearly communicates the platform’s value — why choose us, how the service works, and how pricing remains transparent with a small-margin model.
A 30-second hero video supports this messaging by visually showcasing:
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Multicultural party tray options
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Real-life food-sharing moments
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One-tap ordering convenience
Rather than positioning as a traditional catering service, the homepage focuses on simplicity, honesty, and value clarity.
The strategy also included keyword-optimized headlines, a clear content hierarchy, stronger CTA placement (“Explore 100+ Party Trays”), and improved navigation to support conversion.
This proposal reflects my ability to translate research into clear value communication and conversion-focused structure.
