I established the social media strategy and provided creative direction for a social-profit organization, Beedie Luminaries, bringing all digital marketing functions in-house.
The ongoing goal is to increase reach and engagement across social media platforms and drive traffic to the website.
In two years, I have increased the follower count on Instagram 40% year over year, and brought engagement up to 11%, reflecting nearly 10% above industry average.
GOAL: Increase followers and engagement on Instagram
Prior to the rebrand, the @beedieluminaries account would receive an average of ~45 likes on each of their posts with an overall engagement of less than 2%.
Focusing on three KPIs (followers, engagement, and likes), I created a social media strategy to better connect with the existing community.
Rebranded the tone of brand messaging to be more relatable to target audience (students vs. educators)
Posts highlighted student success stories and branched out to broader topics on general university-life experience through trending video topics, such as GRWM, DITF, etc.
Posted more consistently on all platforms, totaling over 700 assets across 4 platforms throughout the year. All designs were completed in house.
Organized several photoshoots with students to produce organic, authentically branded images to keep our page consistent and recognizable.
RESULTS:
43.7% growth rate of Instagram followers in 12 months between December of 2023 and December of 2024.
Engagement rate up to 11% from 7% the previous year.
20k+ organic engagements (likes, shares, comments)
2.5 million impressions on Instagram page.
