Portfolio Annique van Vugt 2025 - Marketing

My portfolio of 2025

1. Portfolio. 2025
Annique van Vugt
By.

2. English
Dutch
Korean
German Skills Language Education
(International) Marketing – Brand Development –
Concept/Strategy Development – Content Creation
– Communication – Event Marketing/Organization –
Intercultural – Trend Research – SEO/SEA –
Campaign planning – Social Media2019 - 2023 Fontys University of Applied Sciences
Major: Communication -
International event, Music &
Entertainment Studies 2021 - 2021 Dongguk University
Minor
Management2025 - Present Sogang University
Korean Language Education Program

3. How I Work. Annique van Vugt

4. Research
Concept/Strategy
Execution
Analysis
Before making an asset, concept or strategy I
always start with research. I research the company
(its values, its goals, its vision), the competitors in
the specific area and the wanted and/or current
target audience.
The research is being done by data analysis, desk
research and in some cases surveys or interviews.
When the research is done I combine the
conclusions and decide on the conclusions I can
connect with one another, which will become the red
thread throughout the other stages.
When making a strategy I build onto the results of
the research. I compare them to the goals and
develop a strategy which will lead to the wanted
results with use of the research. I then work out the
different ways of communication, the KPI’s and
possible effects of the strategy.
For a concept I will build a creative hook that fits
with the conclusions of the research. Based on the
creative hook I will build values. Then looking into
the market I create a vision and mission, which
together with the values are essential for the
concept and carriers.
When I make/organise/plan means of communication
I always check if it fits with the strategy/concept,
company and target audience. This is to make sure
the means of communication are correct and can
lead to the wanted effects.
When the means of communciation are live/first
results come in, I always analyse the different data.
This data differs per means of communication.
Based on the data I can predict if the
strategy/concept is going the right way or if
anything has to be adjusted to make the chance of
success higher. If an aspect needs to be adjusted, I
check if the adjustments fits with the
concept/strategy, company and target audience, so
the red thread through it all will not get lost. By
doing this the strategies/concepts have the best
opportunity to lead to success.

5. Work Samples. Assets - Social Media - Concepts Annique van Vugt

6. Assets Culture
Annique van Vugt
For advertisements on social media, I
created these four assets that show
the different topics that could be
found on the website. The website
focused on different parts of Korean
culture, which would attract different
kinds of people.
Due to this, I used the same fonts, but
per item the feeling is completely
different. I researched the potential
viewer and decided on the feeling they
would deem as most interesting.

7. Assets For Newspaper
Event Marketing
Annique van Vugt
This asset was created for an event at
a Van Gogh museum. On this day
people were able to vist the museum
and receive an art appraisal for 50%
off due to the company existing for 25
years.
For this asset I put the focus on the
sale, the event and Van Gogh. After
researching the target audience, I
found out that they have a huge pride
for being a Van Gogh village. This
therefore meant that there was a high
change they would respond well to an
asset with Van Gogh on it.
.
The asset was eventually put in the
local newspaper and the event was
sold out in 2 days, which resulted in an
extra day.

8. Social media (Instagram)
Annique van Vugt
Small Stationery Business
Target Audience: Female, 15-25 year olds
Target Countries: Europe, USA, South-Korea
Main Goal: Showing the possibilities with the
items + showing the new items
Tingle Stationery was a start-up stationery business. For
their content I wanted to show what the buyers can do with
the products. Based on trends and competitors it was shown
that the company could stand out by being creative without
using online tools. All the posts are therefore made with
paper, stickers, washi tape or items. This resulted in a
creative looking social media page, which fitted greatly with
the target audience.

9. Annique van Vugt
Bookstore
Target Audience: Local Book Lovers
Target Country: Netherlands
Main goal: Showing events + new items
Social media (Instagram)
AllBookedUp is a local bookstore in the south of the
Netherlands. For this company I created the content and
managed the social media. It was unclear for parents
and young adults that the company had a wide variety of
books. This is why I decided to put the focus on these
groups of people. Besides these kind of posts, I also
wanted to show the multiple events being held at the
bookstore to create awareness.

10. Annique van Vugt
Skincare Company
Target Audience:Women with interest in
skincare
Target Country: USA
Main goal: Teaching about skincare +
showing products
Social media (Instagram)
MiiroBeauty (currently known as
Agaskinbeauty) is a skincare company
who sold products from different
brands. I used to manage this social
media account and worked together
with the content creators.

11. Annique van Vugt
Art Company
Target Audience: 35+ year olds with interest
in art
Target Countries: Netherlands, France, Italy,
Belgium, Germany, UK, USA
Main goal: Showing our different services,
invite to exclusive events in the Netherlands
+ showing new products
Social media (Instagram)
Art Dumay is an art company selling artworks
via multiple platforms and offering multiple
services like framing, selling and restoration.

12. Annique van Vugt
Art Company
Target Audience: 35+ year olds with interest
in art
Target Countries: Netherlands + Belgium
Main goal: Showing new collections +
information about the artists
Social media (Instagram)
Collectioneurs is an online website on
which visitors can buy art. Every week
there is a new collection. What kind of
posts are posted depends on multiple
data like: search results Google,
trending artists/styles and search
results on social media.

13. Annique van Vugt
Stationery Business -
Brand Concept + Marketing Strategy
Concepts
For the company I looked into their
plans, what they want to stand for and
what makes them special. I also
researched the (then) current trends
and the ideal target audience. Based
on these results a full brand concept
was developed.
For the first 2 months a marketing
strategy was developed, which was
based on the brand concept. For this
strategy I looked into the needs and
wants of the target audience and
marketing trends. It was concluded
that the company had to show
creativity, which became then the most
important lead for the strategy.
Creativity came back in all forms of
media, which resulted in a successful
first few months of the company
Click here to view the document

14. Target Audience: 16 - 34 year olds,
Europe + South-Korea, people who
journal and/or collect stationary
Selected Media: TikTok, YouTube,
Naver Blog, Instagram, FaceBook
Results:
*Followers (Instagram) grown with 10%
in 1 month
*Amount of South-Korean website
visitors grown with 200% in 2 weeks
Annique van Vugt
Concepts

15. Annique van Vugt
Skincare Company -
Christmas Marketing Concept +
Month Collab
Concepts
Christmas Concept: Based on
competitors and (then) current trends I
developed a Christmas concept for
social media. This concept would feel
like an advent calendar, making the
viewer curious and more involved with
the account.
Brand week: 5 different brands were
selected to collaborate with for 5
weeks. Each week a new brand would
be in the spotlight. With this concept
the focus was on brand awareness for
both parties. By both parties posting
about the other, both accounts grew
simultaneously. For this project I
managed the social media and did the
data analytics.
Click here to view the document - Christmas

16. Annique van Vugt
Concepts
Target Audience: People who use
skincare, USA
Selected Media: Instagram
Results:
*23% increase in Instagram followers in
5 weeks
*Average of 800 comments throughout
*Average of 2000 content interactions
per week

17. Annique van Vugt
Music Band -
Brand Development + First Album Concept +
Marketing Strategy
Concepts
I developed the branding and the first
album concept of the (then) completely
new band WGST.
At first I figured out what WGST stands
for, their goals and wishes. Then
researching their potential target
audience I developed their branding.
Based on the branding their first album
concept was developed. This album
would focus on introducing the band
and matching with the target audience.

To make this first album a success, a
marketing strategy was created, based
on the album, trends and target
audience.
Click here to view the document

18. Annique van Vugt
Concepts
Target Audience: 18-44 years old,
Netherlands, Australia, UK, Belgium,
new music searchers
Selected Media: YouTube (MV, BTS),
Instagram, TikTok, Stickers, Flyers,
Posters
Results:
*2000+ streams on first day of release
*Placed in 23 playlists
*44k reached audience in the first week
*Were played in one of the main radio
stations in The Netherlands (Radio
Veronica,1.2 million listeners per week)
*The band was placed in an Italian
magazine called ‘Booklet Magazine’

19. Annique van Vugt
Band (Fictional Project)-
Album Concept
Concepts
I wanted to try developing an album
concept for an already existing artist,
which is why I decided to do it
fictionally.
For this concept I researched the
group, the previous albums, the (then)
current trends, the target audience
and their main competitors. Based on
this I developed an album concept that
fits with their story, their sound and
the trends. To fully get the concept
across I developed the different
albums in detail and the potential
marketing for this album.
Click here to view the document

20. Annique van Vugt
Concepts
Target Audience: NCTzens
Selected Media: Physical Albums,
Online series, Instagram, X,
YouTube,Pop-Up
Results:
*As this is a fictional project, there are
no results

21. Concepts
Annique van Vugt
Art Company -
Online Art Event Marketing Concept
To get more sales and new customers
to the online store in a short amount of
time a concept was developed: The
Dutch Auction.
The auction is 4 days long and every
day the price of the art lowers.
For this event I created a marketing
concept. After research I decided to
put a focus on the game the visitors
will play: to wait and get the best deal
or to have certainty and buy at a
higher price. I created a concept where
the viewer gets connected to the art by
personality traits. On the side I also
used the term “Echt op z’n Hollands”.
This term makes the event extra
attractive to Dutch people as it signals
there being a sale.

22. Concepts
Annique van Vugt
Target Audience: Art collectors,
Netherlands + Belgium
Selected Media: Google Ads,
Instagram, Facebook
Results:
* Growth of 10% in weekly website
visitors
*Growth of 270% in sales during the
weekend of this event

23. Concepts
Annique van Vugt
Art Company -
Art Event Concept + Marketing Strategy
The company first only did appraisal
days at the office itself on Saturdays.
This resulted in only customers from the
region. To get more customers
throughout the country a roadshow
appraisal day event was developed.
Based on the target audience the main
day became Wednesday.
With this event the company works
together with castles and museums
throughout the country to arrange this
event. Not only the company gets new
customers, the location does as well.
At first the event was done once a
month, currently (2025) the event is
being held weekly.

24. Concepts
Annique van Vugt
Target Audience: Seniors with art,
Netherlands, Belgium
Selected Media: Facebook,
Newspapers, Flyers, Collaborations
with castles and museums,
Instagram, TikTok
Results:
* Growth in interest: Currently this
event is being doing weekly
*Being placed in multiple local and
provincial news outlets
*Over 50% of the events are sold out
*At least 15% of the weekly revenue
comes from this event

25. Concepts
Annique van Vugt
Art Company -
Online Series Concept
The company wanted new customers.
For this concept I wanted to focus on a
younger target audience, with the goal
of them telling the company’s main
target audience about the services.
Which would then result in new elderly
customers.
I then researched the (then) current
trends, the target audience, what they
are missing and what the effects could
be. Based on this I found out that the
target audience wants more
information and facts about art
delivered in a fun way.

I then developed a online series called
Kunst in de Kijker ‘Art in the viewer’.
Per episode the company deep dives
into a certain art piece, a certain myth
of art, a restored art piece or the
latest find.
Click here to view the document

26. Target Audience: Under 30,
Netherlands, Belgium
Selected Media: TikTok + Instagram
Reels
Results:
* A growth of 20% of eldery who were
told about us by their children/
grandchildren
Annique van Vugt

27. Other
Annique van Vugt
Restoration Campaign
In April 2024 the amount of customers
for the restoration service were more a
rarity than a normality, with one
customer per month.
To increase this I researched the
target audience, the information they
miss and what they need to be
convinced of this service.
Based on this I made a returning social
media campaign, a more specified
Google ad and a physical booklet. I
also integrated this service in the
appraisal day, where visitors could
immediately get advice on restoration.
This all resulted in an increase of
1500% restoration customers per
month. Which resulted in this service
being one of the main income streams
of the company.

28. Annique van Vugt
Other
New Website
I developed a new website with the use
of Shopify for Collectioneurs. The
website had to be more modern and
clean. The main goal is to get new
customers and a continuous flow of
orders.
To reach this new look, I changed the
colours and used a modern theme for
the website. For ease of use, I made
sure the visitors can search for
artworks via artists, styles, art types,
themes and techniques. In the old
version visitors could only search via
artists and types of art.
Click here to view the website

29. Annique van Vugt
Other
Booklets of Services
All the information about the services
of the company was online, even
though the target audience are elderly.
This resulted in the target audience
not always having the information they
wanted.
To solve this I created two booklets
about the services. In these booklets
all the information about the service +
the steps taken are being explained.
The restoration booklet is also a part
of the restoration campaign.
With these booklets there is a 30%
decrease in questions being asked.
Due to the answers being in the
booklets.
Click here to view the document - Bemiddeling
Click here to view the document - Restauratie
Click here to view the document - Magazine

30. Thank
you.
Annique van Vugt
*These projects are some highlights of my experience. For
my full experience please refer to my resume, thank you.

31. Contact Me
Annique van Vugt
[email protected]