ePortfolio_A.Kubara

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Digital Marketing Portfolio

ePortfolio

BY AGNIESZKA KUBARA

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Contents Page Title Page Contents Page Introduction SWOT Analysis Customer Persona Google Analytics Reports Blog post HTML Email Example Keywords PPC Ad Landing Page Social Media Posts 1 Social Media Posts 2 Social media Content Calendar AI Website 1 AI Website 2 LinkedIn profile Qualifications (Google Analytics, Data visualisation) Key Software Proficiency Contact Details page

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ePortfolio

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Contents Page

Google Analytics Reports

Keywords PPC Ad copy

Social media post

LinkedIn profile

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SWOT Analysis for CityLit – adult learning provider

Blog Post Example

HTML Email Example

Landing Page

Social media post

AI Website Example – First Attempt

AI Website Example – Second Attempt

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Qualifications

KEY SOFTWARE PROFICIENCY

CLICKABLE CONTENT

Contact Details page

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Hi, I am Agnieszka Kubara Agnieszka KUBARA Architectural Eye. Artistic Vision. Digital Mindset.

ABOUT ME Hi, I am Agnieszka Kubara, a creative professional with a background in architecture and fine art, now combining visual storytelling with strategic thinking. My photography, focused on architectural and sculptural form, has received multiple awards in print and digital competitions — reflecting my eye for structure, composition, and narrative.

To expand my skill set, I am currently completing digital marketing bootcamp, gaining hands-on experience in content strategy, SEO, PPC, email marketing, social media planning, and analytics.

I’m now focused on roles and collaborations where design, strategy, and storytelling meet — whether supporting a creative team, building a brand, or contributing to ventures that value thoughtful visual communication.

SWOT Analysis for CityLit – adult learning provider STRENGTHS Established international reputation Wide range of courses across different disciplines Outstanding Ofsted ratings Facilities: premise with modern facilities, studio spaces (visual arts , drama etc.), library, art studios, roof terrace Location: central London, Holborn Tutors

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WEAKNESSES Past: Background , criticism and controversies (proposed cuts and redundancies) Disruption & digital infrastructure Lack of specialisation, not tailored to specific adult customer Visuals on the website could be improved Recruitment process – automated, old school recruitment process, lack of real skills (portfolio) check that applies to the role

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THREATS

OPPORTUNITIES ▪

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Digital development more online course offerings can attract a broader audience and provide flexibility for adults Strengthening IT infrastructure Collaborating/Strategic Partnerships with organisations and galleries to bring together professionals and key stakeholders and expand influence and resources Recruitment process - less automation Tutors

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Funding Financial constraints and government funding cuts to adult education as charitable institution Competition: rising competitive landscape of adult education providers Technological threats: probable future IT disruptions: affects delivery of courses and maintaining reputation

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Customer Persona JONATHAN WALKER AGE: PROFESSION

45 Architect

LOCATION:

London (projects across the UK)

SALARY:

~ 45, 000 - 65,000

ABOUT Jonathan is the founder of a small but established architecture practice with a strong design ethos. His work focuses on residential buildings and cultural spaces. He is design-led, values process and sees photography as an essential tool to document and communicate his ideas to clients, awards committees, and editors.

BEHAVIOURAL TRAITS Content & Media Consumption • Regular reader of high-concept architectural publications: Magazines: The Architectural Review, Domus, Publications: Architecture Today, Drawing Matter • Appreciates & follows the work of photographers like Hufton + Crow Creative Tools & Workflow • Uses: AutoCAD, Rhino, ArchiCad, Photoshop Professional Behaviour • Attends exhibitions, lectures and industry events • Likely to engage in competitions and submit work for publication

PSYCHOGRAPHICS • Introspective, intellectual, concept-driven • Values quality over speed • Appreciates long – term relationships with trusted creatives • Curious and reflective – regularly reads architecture journals and critical essays • Quietly competitive – wants to win awards, get featured, be respected by peers • Sees architecture as a cultural contribution, not just a service or product

GOALS • Create a portfolio of completed work for awards, web, and editorial • Attract new clients through refined documentation • Showcase the atmosphere and context of his designs, not just the structure • Get featured in design and architecture publications • Build a long-term partnership with a photographer who "gets it"

PAIN POINTS • Photographers who don’t understand scale, light, or intention • Tight timelines with demanding clients • Too busy to micro-manage shoots – needs trust and autonomy

Google Analytics Reports Active users

Spike in traffic

Real-Time Users (Last 30 min)

New Users

Email campaign

Acquisition Overview report is providing insights into how new users are finding the website or app highlighting user’s activity, traffic sources, and campaign performance over the last 28 days.

It helps understand where the visitors are coming from and what could cause a sudden increase in traffic.

There is a noticeable spike in traffic around the end of May reaching close to 9,000 users a day. This spike may correspond to a marketing campaign (email campaign ‘Newsletter_May_2025’ or special event.

New Users by First User Source Direct traffic dominates (70K users) meaning users came straight to the site without a referral. Organic search brought in 16K users likely from search engines like Google.

Paid search , cross network and email campaigns brought in much smaller numbers.

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Average engagement time per active user

Pages visited

Active users

Total Views

Events

Engagement Overview shows how users are interacting with the website or app, how long they stay, what pages they view , how frequently they return, what events they trigger, and which pages on site get the most traffic.

Average engagement time per user is 52 s so on average users spend just under a minute actually engaging with the site.

There are 78 active users currently on the site and most are on the Home page. Like in the Acquisition report, there’s a spike in engagement around May 31.

Top pages visited: people are mainly exploring the homepage and product-related sections.

Event count shows the total number of tracked actions on the site: page views, clicks, purchases etc.

Total Revenue

Total Purchasers

Items Purchased Monetisation Overview report shows how the website or app is generating revenue, whether through ecommerce, in-app purchases, ads or subscriptions.

It shows me data such as Total revenue, Total purchasers, Average purchase revenue per active user and Items purchased.

Top items Purchased showing best selling products such as Google Ombre Red Pen, Google Ombre Green Pen, Google Sticker helps me understand what’s popular and could guide future promotions or stock planning.

ACQUISITION – ENGAGEMENT – MONETISATION

Blog Post Example

Attention-grabbing headline

The 5 Ws and 1H

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ChatGPT PROMPT

Bullet point format

SEO Keywords used

Words count: 583

Call to action hyperlink which links to the services page on my website

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HTML Email Example Let the Light in –

WELCOME TO APERTURA

This is a “Welcome to the Newsletter” marketing email example tailored for a photography audience, with an emphasis on architectural photography.

It includes attention-grabbing title, personalised greetings and a clear Call to Action to drive clicks.

It expresses gratitude for joining and introduces newsletter’s purpose in a concise and engaging way, feels friendly and inviting.

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Keywords Keyword Research: To discover best keywords to use in my website content and Google Ads campaigns for architectural photography business I have used Free Keyword tool WordStream.

I’ve focused on Greater London but also UK-wide to see local intent.

These are 10 potential keywords for architectural photography business: Photographers Architectural photography Architecture and photography Interior design photography Exterior architectural photography Fine art photography Photographers near me Photography Photographer Photography classes near me Architectural photographer in London Marketing for architects

I’ve narrowed it down to top 5 keywords: 1. ARCHITECTURAL PHOTOGRAPHER IN LONDON (Long-tail keyword, clear location and service means high conversion potential. People searching this are likely to hirecommercial intent 2. INTERIOR DESIGN PHOTOGRAPHY (strong niche and relevant) 3. ARCHITECTURAL PHOTOGRAPHY (broader term, higher search volume, help get discovered) 4. ARCHITECTURE AND PHOTOGRAPHY (conceptual and editorial builds authority and brand, appeal to journalists and publishers) 5. PHOTOGRAPHER (very broad but useful for being discovered) I’ve searched for Higher Search Volume which means more visibility potential, Low to Medium competition, low CPC (Cost per Click) and relevance.

I’ve also explored more specific Long-Tail keyword variants to suit my brand better.

TOP KEYWORDS: Architectural photographer in London – Interior design photography – Architectural photography – Architecture and photography – Photographer

PPC Ad copy

10 Attention – grabbing headline

To write PPC Ad copy for “Design Focus” Photography Package (25% off limited Launch Price) I’ve used Google Ads Preview Tool – NordicClick.

It includes attention - grabbing headline (Bring Your Space to Life), unique selling points (USP) describing the key benefit /offer and clear call to action (CTA) Clear CTA: Book My Shoot Now

Landing Page Attention – grabbing headline

Bring Your Space to Life I The Design Focus Photography Package

Based on PPC Ad copy optimised Landing page to drive traffic to and convert visitors into customers created using Gamma.app

Suitable imagery to customise Clear CTA: Book My Shoot Now

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Social media post FACEBOOK / ArchiPhoto by Paul Clemence

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Clear theme- “Shapes, Rhythm, Abstraction: Swiss museums”-gives clear reason to pay attention and follow the series Educational and artistic appeal, blends art and architecture storytelling giving insight and inspiration Descriptive language to connect emotionally and inspire deeper, intellectual engagement (‘through his abstract eyes...’)

Series format-encourages return visits Thematic posts and series encourages to comment, share expand reach organically.

I can apply this in my strategy: ▪ Developing series such as “Urban Geometry” or “Light and Texture” for example posted regularly ▪ Using evocative titles for example: “Concrete Poetry” ▪ Include CTAs to invite engagement (“Which image speaks to you most?”

▪ Blend art and architectural focus

Event invitation promoting his participation in an exhibition, sharing both his personal involvement and the theme : Shape Line Space-this positions him as a thought leader and contributor to the creative community-not just showcasing images Clear CTA (Dear NYC friends.. Please come and direct RSVP link-example how content can drive real-world actions, converts from passive viewing to active engagement Emphasise collaboration - Paul credits the curator-this boost credibility and makes others easier tag relevant people Mixing art and architecture-attractive to professionals across the fields, cross-disciplinary interest increases engagement Image-visual hook to capture attention Grabbing attention title

I could apply Paul’s approach to post event-driven posts to announce workshops, launches, exhibitions, tagging collaborators (architects, clients), position my photography as service + creative expression, include link to portfolio, booking forms, shoot previews and CTA (RPVS link that drives action)

FACEBOOK & LINKEDIN

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Social media post INSTAGRAM POST - Noaidwin Sttudio Architecture & Interior Photography

▪ Strong visual narrative-clean quiet and arresting Descriptive, story driven caption from materials to mood evokes a feeling, making it memorable.

▪ Strategic tagging-boosting crossexposure and collaboration reachincreases visibility ▪ Well-chosen niche hashtags (#quietarchitecture #minimalcafe) targeting design savvy audience – improves discoverability without being too generic ▪ Tone=premium+poetic, avoids jargon, positions the brand as thoughtful and refinedappealing to high-end clients (intention+atmosphere) ▪ Focuses on mood , not just spacehighlight the feeling my photos evoke ▪ Visual+written story, tagging collaborators usage of curated hashtags, poetic minimal tone Niche targeting & audience connection.

Posting for a specific audience will make my marketing more efficient and help to attract clients who value my specialty.

(Focusing on ideal client or style)

CONSISTENCY – NICHE – EVOCATIVE – HIGH QUALITY CURATED POSTS

▪ Emotion-led language ‘allure of symmetry’- creates emotional and artistic tone, invites audience into visual and poetic experience rather than documenting a space ▪ Focus on design principles-appeal directly to designers, architects-target clients ▪ Simple clean hashtags and mentions-boosts discoverability authority and shares credit with collaborators-growing trust and partnerships ▪ Website link in caption-smooth tunnel from interest to inquiry ▪ Focus on mood over tech, funnel audience to your site from reels or stories ▪ ‘Rotunda charm’ emotionally rich caption, visually clean and structured, effective collaboration tags, link funnel strategy Express moods not just facts, soft CTA (DM inquiries, website)

Social Media Calendar APERTURA I’ve chosen two main channels to post my curated content for photography business : Instagram and Substack (alternatively Youtube).

The reason behind it is careful curation and posting quality content.

Educational and mainly text based or photo essays on Substack. Entertainment and mainly visual content on Instagram (alternatively later Youtube andTikTok).

Promotional content on both platforms. Exclusive content for subscribers only on Substack.

Content types: imagery/photos, text, essays, videos).

Post timing would usually be either morning 9:00 am or 4:00 pm as this is the best time to post on social media. Sticking to regular hours has a potential for habit forming after trying different times of a day.

Promotional content usually in the morning.

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WEEKLY CONTENT CALENDAR

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

Entertainment

Education

News

Inspiration

Promotional

Promotional / Sales

Reflection

Instagram

Substack

Instagram

Substack

Instagram

Instagram & Substack

Substack

4:00pm

9:00am

4:00pm

4:00pm

9:00am

9:00am

4:00pm

Real or Image

Post

Reel

Story

Story

Reel / Carousel

Carousel

The Story Session

Apertura notes/ Inspiration

Behind The Frame A behind - the- scenes look at shooting session showing thinking process, set up, location, equipment used, styling (if applicable) Caption: ‘Where ideas get messy before they get sharp’ Interaction: Asking followers about their own preparation moments #BehindTheFrame #BehindTheScenes

Visual Vocabulary Educational Tuesday Vocabulary, tip or thought breaking down photographic concepts or tricks etc.

Caption: ‘Aperture controls how much light enters the lens and how much attention stays in one place’ Interaction: ‘What’s your favourite one? #VisualVocabulary #PhotoVocabulary #PhotoLanguage #PhotoTip

One featured session with its story - what was photographed, where, what was the idea etc.

Caption: Interaction: #PhotoSession

Creative reflections and inspirations. What I am reading, thinking, working on or planning. Or a short description of a featured photographer with the further source to reading.

Caption: Reading on Helen Binet again this week and thinking about what makes a photo of a building a fine art photography.

Interaction: What are your thoughts on architectural photography? #InspirationalThursday #PhotoNotes #PhotoInspiration

Client Voice Words from a past client, testimonial or a quote about photography or memory Caption: ‘I’ve never felt so seen in a space I designed myself’ – A designer after our shoot Interaction: Encourage followers to our services #ClientVoice #Testimonial #Apertura

Print of the Week Highlight a print available to order, a limited-edition image, feature the work of a photographer

Caption: ‘New Arrival: ’Prelude to Horizon’ Edition of 50, printed on Hahnemuhle Photo Rag #PrintOfTheWeek #Apertura

Apertura Insight A bit slower content, can be a personal reflection, a book I am reading, found inspiration etc.

Caption: ‘Today I realised why I love fog:it turns buildings into ghosts’ #Reflection #GetInspired #Apertura

PILLARS OF CONTENT Educational and mainly text based or photo essays on Substack; Entertainment + mainly visual on Instagram/ Alternatively Youtube. Promotional :both platforms. Exclusive content only for subscribers on Substack

AI Website Example Prompt in gamma.app

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– First Attempt

When creating the website I needed to change the font and adjust the layout.

Testimonials – stay cautious to avoid misrepresentation

Monthly newsletter sign up form

AI Website Example

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– Second Attempt

Prompt in gamma.app

Home section

About Us section

Product & Services section Portfolio section

Blog section Contact Us section

Newsletter sign up form

LinkedIn profile

Agnieszka KUBARA Architectural Eye. Artistic Vision. Digital Mindset.

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Qualifications Google Analytics Certificate

PERCENTAGE #CertifiedbyGoogle

18 Data analysis: visualisations in Excel

KEY SOFTWARE PROFICIENCY ▪

DESIGN SOFTWARE / CONTENT CREATION / CREATIVE TOOLS

Adobe Creative Cloud / Adobe Photoshop / Lightroom / CorelDRAW / Illustrator / Canva for creative projects

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TECHNICAL SKILLS Strong knowledge of MS Office, Autocad, basic HTML, FTP

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DIGITAL MARKETING SEO – PPC – Google Analytics – AI Web Design – AI Tools – Social Media – Email marketing – Content Marketing

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Contact Details page Agnieszka KUBARA

Architectural Eye. Artistic Vision. Digital Mindset.

E-mail: aakubara@gmail.com M: 0 744 331 5542

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THANK YOU!