Social Media
@stmarysca
Issue: Social Media is one of the 1st pieces of content potential students reference when looking at colleges. Saint Mary's is a small school, with less than 4000 students, it's difficult to gain enough organic reach to make an impact.
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overuse of branded graphics made organic posts appear "ad like".
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Posts focused on professors, campus news, and alumni, but lacked current student representation.
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No content calendar or strategy for different channels.
Strategy: A major differentiator, is the school's strong community. I focused on creating regular content around community: student life, student success, unique education experiences, peer-to-peer content, campus beauty, and made sure to keep content student centric.
Result: Tripled Instagram followers, uptick in engagement and positive comments. #1 link click from admissions emails.
@berkeleyhumane
Goal: Use organic social media to meet fundraising goals, increase awareness of Berkeley Humane Society, major events, and community services. Assist in increasing overall adoption rates.
Solution: Invested in lighting and backdrops to turn storage room into a photography studio. Revamped photography guidelines and recruited experienced volunteer photographers and videographers to improve animal images. Partnered with other social accounts, especially event sponsors to spread awareness of Berkeley Humane. Respond to comments, comment on other related feeds, and respond to DM's to establish the account as a reliable source of information. Provide regular consistent posts and highlight specific adoptable animals each week to increase shares and engagement. Provide "behind the scenes" content for animal disaster scenarios to show where donations go.
@shippersproducts
Issue: No social media presence. The company had experienced years of success in the B2B Shipping/ Damage Prevention Industry, but has difficulty breaking into new markets that have little to no knowledge of damage prevention. As a younger demographic moved into the damage prevention workspace, so did the way leads prefer to receive information. A new company website was created with more in depth content.
Goal: Set up social media to establish Shippers Products as a forward thinking company with a deep history of knowledge.
Plan: Establishing social accounts will help solidify Shippers Products as a verified and "real" company. Maintaining an active account with regular posts will help drive traffic to the new website and sales reference content through their linkedin profiles when contacting leads.