Casa Carlini
Social marketing system for an eleven-imprint publisher
- Carlini Classics
- Topic
- Simply Charly
- Enigma
- Vita
- Poetica
- Vagabondo
- Wonder
- Q
- Thrive
- Storia
01 — Overview
What the engagement actually was
Casa Carlini publishes across eleven imprints with an established catalog and strong brand assets. I was brought on part-time to produce content calendars, and built the system underneath them — so content decisions would be repeatable, research-based, and usable by whoever came next.
- imprints
- 11
- content pillars
- 5
- platform roles
- 7
- stage campaign process
- 10
- months scheduled
- 3
02 — Scope
What was assigned, and what was delivered
Assigned 3
- Content calendars
- Post concepts
- Direction for the graphic design team
Delivered 5
- Planning workbook
- Strategy doctrine
- Execution system
- Release campaign
- Three months scheduled
- Client
- Independent publisher, eleven imprints
- Role
- Marketing intern — part-time, remote
- Team
- Two-person marketing team
- Execution
- Post production and publishing handled by the in-house design team; my role was strategy, briefing, and creative direction
- Research
- Self-directed: publishing social media, reader community behavior, platform norms
03 — The full study
The rest is behind a password
It includes the client's planning documents and strategy, so I keep it private. Here's what's inside.
- The deliverablesThe planning workbook, the strategy doctrine and the execution system
- The frameworkFive content pillars, seven platform roles and the 10-stage process
- Selected workThe Marilyn Diaries release campaign and the Mychal Threets carousel
- NotesWhat this work hasn't answered yet