La Paloma
Luxury Living
Summary
Established in 2025, La Paloma Residences is a luxury living apartment community located in Stephenville, TX.
Responsibilities
Social Media Marketing
Merchandise Coordinating
Event Coordinating
Strategic Content Creation
La Paloma
As an early adopter of the La Paloma Project, I was brought on to develop the portfolio for an apartment community slated to open for rent in 2026. Working within a lean team, we tackled multiple operational and technical challenges during the build‑out phase. By the time I left, we met critical performance benchmarks and completed key milestones ahead of schedule, delivering both strong data outcomes and tangible progress.
My Contributions
Key contributions included establishing a strong social media and brand presence in Stephenville, expanding video content offerings, and developing a comprehensive marketing framework to guide campaigns and strategies before and after groundbreaking. These efforts were closely aligned with addressing core project challenges.
Breakdown of My Contributions
Pain Points to Solve
Lack of Brand Development
Statistical Gap
Nonexistent Social Media Presence
Lack of Client Insight
Evergreen Content
August, 2024
Social Media Marketing
TAGS|
When I first stepped into the La Paloma project, I saw an opportunity to breathe life into the brand’s base by leveraging its social media, videography, merchandise, and ad campaigns.
I began by leading the development of a cohesive brand identity on social media, building a foundation of pre-established assets and a unified voice designed to resonate with our audience and boost brand awareness. Only after this groundwork was in place was La Paloma ready to move beyond early-stage launch limitations through social content, targeted campaigns, and eventually video. By the end of my time here, we had established a year-long content strategy with flexibility built in for unexpected events.
Design Challenges to Factor
Develop a brand that attracts tenants by creating a warm and inviting “next home” while preserving its luxury identity. Challenges include positioning a higher-than-average rural rental property price on a competitive market.
How Have We Progressed?
By highlighting the value tenants will receive from various floor plans, a wide range of amenities, and flexible options for different backgrounds—whether students, new families, or retirees—social media was able to spark excitement and extend our reach beyond Stephenville, TX to surrounding cities.
Social Media Statistics
Creating content is only half the equation—measuring its impact is where the real value lies. Too often, brands stop at posting, missing out on the rich insights found in analytics. By leveraging tools like Geckoboard and SE Ranking, I’ve been able to transform raw data into clear, actionable strategy. These platforms have provided visibility into audience demographics, optimal posting times, campaign performance, and even ROI. Whether it’s organic content or paid advertising, the metrics consistently inform smarter, more effective decisions.
Weekly Impressions Growth
Weekly Impressions Growth
Pain Point Solved
Statistical Gap – Even at a glance, it’s clear that tracking and comparing data reveals noticeable engagement patterns. Instagram displayed steady growth, while Facebook experienced a spike. These insights help create a more strategic approach to content planning.
Nonexistent Social Media Presence – Driving a consistent posting schedule not only helped create a presence within the Stephenville area but also Marked the starting point for solid brand development.
October, 2024
Merchandise
Tasked to create a whole new line of promotional items I enjoyed seeing the full journey from concept to creation. From understanding the purpose behind each item to creating mockups, it was a rewarding experience to translate a brand’s digital identity into tangible products. These offerings not only support the brand visually but also generate excitement and anticipation for what’s next.
Pain Point Solved
Lack of Brand Development – October marked a turning point for La Paloma, as the brand’s visual style finally came together. With a cohesive brand identity in place, we were able to strengthen our social media presence and seamlessly expand into designing both current and future merchandise. This solid foundation allowed us to respond quickly to design needs while maintaining a consistent and well-balanced brand.
February, 2025
Ground Breaking
Attending and hosting events has been invaluable for the marketing team to gauge public perception and evaluate the effectiveness of our messaging. The event provided a tangible showcase of the project plans, clarifying any potential confusion and reinforcing confidence in the product. Although the gathering was modest in size, the enthusiasm and excitement from attendees gave us a strong sense of success, energizing us for the next steps and celebrating the hard work achieved so far.
Pain Point Solved
Client Insights – At this particular event, we confirmed that our marketing materials resonated well with investors, aligning closely with the brand’s tone of growth and opportunity for our new residential development.
May, 2025
Strategic Content Creation
Like many companies, once we established a solid foundation—with a strong website, clear social media voice, merchandise, and active campaigns—the focus shifted from brand-building to strategic growth. Long-form video content became a natural next step, enabling us to reach wider audiences, build trust, generate leads, and produce evergreen content with lasting value.
Pain Point Solved
Evergreen Content – Evergreen Content is considered crucial by supporting SEO efforts, organic traffic flow, building trust, generating leads and conversations, content repurposing, and most importantly to educate and retain clients. As a whole it builds brand longevity.
September 2025
Conclusion
Our team worked diligently to shape and refine the La Paloma brand, building not only public excitement but also internal enthusiasm among staff and partners. The marketing engagement strategy was carefully timed to peak around the groundbreaking event, with a slight anticipated dip afterwards before stabilizing.
From initial brand rollout through to the official opening, maintaining consistent momentum and growing awareness has been key to ensuring the long-term success of La Paloma Residences. We’re proud to have stayed on course and look forward to continued progress.
Data Visualization
This is a concept mock-up only. It's just here to show the general idea and direction of our plan while keeping actual data private.
September 2024
Reflection
I can confidently say that key challenges have been successfully addressed. With the groundbreaking event marking a major milestone, it was the perfect combination of our efforts. However, like any brand-building process, unexpected setbacks arose, even when momentum seemed at its peak. Still, we pushed forward, and progress began again, reinforcing the strength of our strategy and team.
