Social Media Management
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Content Strategy
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Local Business Growth
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Social Media Management 〰️ Content Strategy 〰️ Local Business Growth 〰️
Role: Freelance Social Media Manager & Graphic DesignerCupcake Nail Salon is a full-service nail and esthetician studio based in Salt Lake City, Utah. I manage their presence across Instagram and Pinterest, handling everything from content strategy and scheduling to graphic design and platform optimization.
Spring Nail Mood Board post to tap into spring nails trends.
Mockup of our feed using our content pillars.
Promotional flyer to incentivize clients to repost us on social media.
The opportunity.
Cupcake had an established local clientele but was underdeveloped on social media with inconsistent visuals and copywriting with no brand personality or CTAs. The opportunity was to build a consistent content strategy that translate online visibility into real conversions, bringing new and existing clients through the door.
Playful~ Local ~ Welcoming ~ Polished ~ Playful~ Local ~ Welcoming ~ Polished ~ Playful~ Local ~
Social media & content strategy.
Rather than overhauling the brand's personality, the focus was on amplifying what already made Cupcake worth visiting — the quality of the work, the warmth of the space, and the range of services offered. Content was built around close-up nail photography that lets the work speak for itself, supported by branded graphics for promotions and announcements.
On Instagram, strategy centered on trending audio, a consistent posting cadence, and a hashtag system targeting both local and niche nail audiences.
On Pinterest, boards and pins were built with keyword-optimized titles and descriptions designed specifically to capture local search intent and drive booking inquiries over time.
Each platform was approached with a distinct strategy while maintaining a cohesive brand voice across both.
✳︎Instagram Bio & Highlights Refresh✳︎
Before
After
✳︎Feed Before & After✳︎
Before
After
Results – first 30 days.
↑ 250% increase in address taps ↑ 31.6% increase in external link taps ↑ 18% increase in reach ↑ 9% increase in profile visits
These numbers reflect a strategy built around local intent rather than vanity metrics. Address taps and external link taps are the clearest indicators that content is moving people toward a booking, and both saw significant lifts within the first month of taking over the account.
Key Takeaway.
This project reflects my ability to step into an existing brand, identify strategic gaps, and implement changes that drive measurable results quickly. Working within the local business space requires a specific kind of thinking — translating an in-person experience into a digital presence that makes someone feel like they already know the place before they walk in. That's the work I find most meaningful, and Cupcake is an example of what that looks like in practice.