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Michelle Harrison-McAllister is one of San Diego’s premier interior designers and owner of boutique design studio Michelle Harrison Design specializing in lifestyle design for multi-family communities, commercial buildings and community spaces. Our challenge with Michelle Harrison-Design was two parts. The first being to increase brand awareness and position Michelle Harrison Design as the go-to boutique firm specializing in lifestyle design across multi-family communities, commercial real estate and community spaces to leverage new business and clientele. The second piece was to position Michelle Harrison-McAllister as a leader in interior design and multi-family communities nationally.
The key to a successful two-fold campaign like this, is to truly understand what sets Michelle Harrison Design apart and how her design aesthetic translates onto the national market.
We began with targeting local real estate and design writers with news on Michelle’s latest design projects and how Michelle combined her knowledge of multi-family community lifestyle with her predicted interior design trends to create spaces that were ahead of the curve. We also targeted national design outlets offering design predictions and commentary from Michelle to help solidify her position as a leader in interior design. We continued to pro-actively outreach with innovative pitches, researched editorial calendar opportunities and work on maintaining relationships with top-tier media.
The focus for Michelle Harrison Design’s social media channels was to showcase her personality and her designs in an authentic and genuine manner. We took some of her best work, and curated “before & after” posts to show the transformations she can curate. We also put a large emphasis on getting to know Michelle, showing her followers her values. In doing this, we also utilized more pictures of Michelle herself, rather than just her designs. In addition, we highlighted all her media hits on her stories and created a highlight, so they had a place to live on her profile. We also shared her major milestones, such as being featured as a finalist for the San Diego Business Journal’s Women of the Year awards in 2020. Overall, the success of this social campaign was shown through the outpour of support from her fans, and the overall aesthetic that her updated channels exude.
Since we began working with Michelle Harrison-McAllister, we have aggressively grown her media exposure. We have secured a wide variety of top-tier local and national media coverage in outlets including 21OAK, AARP, Business Insider, Bustle, CNN Underscored, Family Handyman, Floor Covering Weekly, Good Housekeeping, Haute Residence, INSIDER, Metropolitan Design Magazine, Modern Luxury San Diego, MSN, Multi-Housing News, MyDomaine, Realtor.com, San Diego Business Journal, The Spruce, and Yahoo. We also helped secure multiple nominations for Michelle including the San Diego Business Journal’s 2021 Women of Influence in Construction, Commercial Real Estate and Design (2021) and as a finalist in the 2020 Businesswomen of the Year.