When you run your own one-woman band, balancing life, family and work is always The Challenge. Nicole Kruger, founder of Kru & Co – social media management – may well have found the answer, writes Anne Schauffer.
Picture: Samantha Maber Photography
Since the start of this year, Nicole had been considering the idea of establishing her own company in the social media management field. Her background is advertising, she has an honours degree in marketing and management, and knows her social media inside out: “I was lucky that my early experience in advertising was a deep-dive one. As an account executive in a small agency, I encompassed everything from styled shoots and campaign development to providing input on design and briefing, ensuring the clients brand voice and image was carried through. It was the perfect grounding.”
In May this year, Kru & Co opened its doors.
Today’s media landscape is quite different. Nicole not only saw that there was a relentless demand for social media management, content conceptualisation and creation, but that many start-up entrepreneurs and one-woman businesses simply didn’t have the time or expertise to manage it themselves. “I say ‘women’,” she laughs, “because I like to work with, for and around brands, products and people with which I resonate and believe I can add value through personal input.
“My main focus is female entrepreneurs and female lifestyle brands – I’m most passionate about working with big-dreaming entrepreneurs who leave me feeling inspired and personally invested in their goals and who know they need to be in the social media space, but require that extra guidance and know-how. I help them develop a real connection with their followers and clientele, growing their brand and reaching their full potential.”
For Nicole, Kru & Co puts a different, personal, boutique stamp on what is often perceived as a superficial niche: “There’s often stigma attached to social media as a showy space, which it can be. I hope to bring a more genuine spin, where authentic connections can be forged through more than just eye-catching images. I aim to keep things simple, but real. As much as I come up with the concepts, I like my client’s voice to come through, so there’s a personal spin on things. My preferred tone is as if a brand is chatting with an old friend, yet it’s always professional and sophisticated.” Part of Nicole’s social media management offering is creating a strong brand message and brand image.
One of the wonderful aspects of being a one-woman band, is collaborating with like-minded creatives – a team, with everyone freelance and independent. She has a select group comprised of graphic designers, photographers and so on, with whom she has a connection, and can pull in on any project at any time.
Nicole has always loved curating and creating, whether it was stationery or children’s parties, so she’s happiest being creative. She believes strongly in the visual impact of social media, so she puts loads of energy into photography and styling shoots. Having a modelling background, she’s very au fait with that space.
Connect, Create, Inspire, that’s Kru & Co’s motto. “I live by that,” says Nicole. “In work, and at home. I want to create fresh, new, different, but something that’s connecting, creating and inspiring.”
And then there’s that home-to-work balance. Nicole has two little girls, Annabel and Georga – aged eight and four – and they, together with husband Leon, come first, always. She also has a large, extended family, and that’s her world. “As far as possible, I work in advance.” A grin, “I’m a Type A character, a bit of a perfectionist, always going above and beyond with attention to detail and a personal understanding of my clients, their brand and their goals.”
Nicole feels the timing of this journey is right: “It took me a while to finally get to this point. Staying true to that balance is very important to me – it’s hard to find and hard to maintain, but I’m here now.” *
FOR MORE INFO:
- Insta: kruandco_official
- FB: Kruandco.official
- Website: www.kruofficial.co.za