Danielle Pastula
Danielle Pastula
Digital Marketer / Writer / Founder of Root to Petal Creative
Jacksonville, Fl
www.roottopetalcreative.com
facebook
instagram @roottopetalcreative
pinterest
WHAT DO YOU DO?
“I help experts in the wellness and beauty industries define their core messaging, refine their brand, as well as develop and implement strategic digital marketing plans. ”
Through this work, I’m able to help my clients establish a standout brand presence that commands attention and converts online scrollers to scheduled bookings.
WHAT STEPS DID YOU TAKE TO GET TO WHERE YOU ARE NOW?
While earning my bachelor’s degree in public relations and communications from the University of Florida, I had the incredible opportunities to work as a marketing assistant at one of the leading health and fitness centers in the country and as a public relations specialist at the top healthcare institution in the Southeast U.S.
Through those roles, I found my love for working in the health and wellness sector, so post-college I moved to D.C. where I secured a sales position at a local fitness and wellness facility that also housed sub-brands including a salon and spa.
It was in this position that I sharpened my skills on business-side of health and wellness by cultivating corporate and brand partnerships.
Eventually, I decided that becoming a location-independent freelancer was the right move for me as my husband’s career requires us to move to a new location every few years, and I was able to secure the D.C. fitness facility and their sister salon brand as my first clients.
Since then, I’ve never looked back and continue to work with businesses (primarily spas, salons, and wellness studios) on clarifying their communications and creating effective strategic marketing plans.
Having the mentality of a life-long student, I continue to invest in my knowledge of communications and digital marketing so that I can stay ahead of the curve for my clients and deliver them the best results in the ever-changing online landscape.
How do you stand out in your field?
While I 100 percent think it’s a good thing to niche down, I’ve found it’s difficult to find digital marketing professionals, at least in the creative entrepreneur space, that can speak to and work within multiple facets of digital marketing.
Although I believe there are benefits to being highly specialized in a specific skill or craft, having a thorough understanding and experience of the multitude of pieces that go into crafting effective digital marketing campaigns allows me to provide more comprehensive solutions to my client's obstacles because I can see both the larger picture and know which smaller pieces need to come together to go into creating that picture.
WHAT ARE YOU WORKING ON RIGHT NOW?
Currently, I’m working on a couple of brand messaging and website copy projects for a spa and salon, and I’m also working with some of my long-term retainer clients on launching new websites, services, and projects (in addition to working with brick-and-mortar businesses I also work with online educators in the wellness and beauty industries).
WHAT'S YOUR STYLE/PERSPECTIVE/TASTE? DO YOU HAVE A PROJECT THAT REPRESENTS THIS?
I don’t like clutter or clunkiness, but I love elements that stand out and start a conversation, and that goes for the projects I take on as well as my physical space.
One project that represents this style was the work I did for a 3-Day Yoga Retreat that didn't fit the mold of what you think of when you envision a yoga retreat.
WE ARE ALL SLASHIES WITH MULTIPLE SKILLS, WHICH ONE DO YOU WISH YOU COULD DO MORE OFTEN?
I would love to be able to get more hands-on experience with brand design work.
My design skills are limited to creating on-brand graphics using pre-designed brand elements, but I think it would be so much fun to have the ability to take an idea or concept and turn it into a beautiful visual representation of what a brand stands for and for whom.
WHAT IS FRUSTRATING YOU RIGHT NOW?
Well, currently I’m expecting my first little one, and for someone who loves to go, go, go, and prides themselves on their productivity, both in my work and personal life, learning to weave more rest into my schedule has been a learning curve.
In reality, I’m just adjusting to a new season of life, and I keep reminding myself that frustration is a natural part of the push and pull associated with change and growth as we discover our new limits.
IF YOU COULD HIRE SOMEONE FOR $20/HR, WHAT WOULD YOU HAVE THEM DO TO MAKE YOUR DAY EASIER?
Social media scheduling. I love the strategy and content creation, but the actual admin task of getting it posted is the biggest pain.
LET'S BRING OUT THE TIME MACHINE. WHAT DO YOU WISH YOU COULD HAVE TOLD YOURSELF, WHEN, AND WHY?
I wish I could go back to when I was in college and tell myself that how hard I was working then would all pay off later. I didn’t have the typical university experience (I worked full-time throughout college and always with 2-3 jobs at a time), and I often found myself feeling left out or like I was missing the best years of my life.
But the me “now” would say to me “then” that it only gets better from here; keep your nose to the grindstone and know that the work you’re doing now is shaping the path you’ll love being on later.
IF YOU COULD TALK TO AN EXPERT TO GAIN MORE INSIGHT ON SOMETHING, WHAT WOULD IT BE ABOUT?
Business systems and operations. Like many creatives I know and work with, I have the natural affinity for the creative part of my work, but making business streamlined and systemized isn’t my favorite piece of the puzzle, and that's likely because it's not where my talents lie!
WHAT KIND OF OPPORTUNITIES/PROJECTS ARE YOU LOOKING FOR?
I’m looking to work with salon, spa and wellness studio owners who want to clarify their brand messaging and polish their online presence. That could mean revisiting your brand and overall marketing strategy through consulting, overhauling your website copy and design, or bringing on ongoing help to keep your marketing efforts connected, consistent and on-brand.
Brownie points if those salon, spa, and wellness studio owners are also taking strides in creating sustainable and healthy work environments and making environmentally-conscious efforts in how their business operates.
For example, I love what Let ‘Em Have It Salon (one of the few Certified B Corporation salons in the world) and Mylkbar Eco Nails + Beauty are doing in the industry!
DESCRIBE YOUR IDEAL JOB/CLIENT/COLLABORATION.
My ideal client is someone with a heart for the people they serve, are the best of the best of what they do (they're confident in how they are changing their communities and corners of the world), and know that their clients/customers deserve the best experience they can offer.
Typically my clients have been in business for at least a couple of years and have a clear idea of what they need support with and how they can best utilize my services.
WHAT IS YOUR HOURLY RATE, RETAINER, OR SALARY RANGE?
I custom quote every project I work on because to this date I’ve yet to have a project scope or retainer package that has been identical to another, however, my typical project and retainer investments range anywhere from $500 to $2500 per project or per month.
HOW SHOULD SOMEONE APPROACH YOU ABOUT WORKING TOGETHER?
Email is always the best way to touch base with me initially, and from there I love to connect via a phone or Skype call (call me old-fashioned, but a quick “in-person” conversation is so much easier for clarity). In addition to an email introduction, providing upfront details on what kind of help you’re looking for, details on the project itself, and why you’re seeking out that help now are all good starting points for being able to get to the heart of how I can be of service most quickly!
HOW DO YOU STAY CREATIVE?
Go explore nature / Frequent local businesses / Talk to real people.
This member profile was originally published in June 2018.