Category: Content Strategy

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Boosting Community at Discovery Education

Boosting Community at Discovery Education

218%

Increase in Impressions

731%

Increase in Engagements

21,450

New Followers

Project Date

June 2023 - September 2023

Industry

Education and Technology

Skills Used

Community Management
Social Listening
Copywriting
Video Editing
Graphic Design

Description

Revitalize and grow an engaged community across channels for Discovery Education.

The Challenge

The education system in America has been evolving since the pandemic resulting in many teachers feeling burned out and many more leaving the profession altogether. Discovery Education wants to be a part of the difference by showing up as a place online that supports and encourages teachers.

My Process

I started with a channel, content, and audience audit to determine pain points, as well as researching where teachers are engaging online and around what type of content. I then spent 3 months actively engaging with teachers across social media including Facebook, X (Twitter), Instagram, and Reddit. During this time I also explored the various resources, including videos, images, and lesson plans Discovery Education had that can be re-imagined into on-trend, scroll-stopping content that targets the teacher-centered audience. Using this information, I built a social strategy that aligned to the audience's needs while being on-brand, on-trend and targeted to each platform. Once the social strategy was finalized, I started implementing!

Using CapCut, Veed.io, and Figma, I began creating eye-catching content, including memes and carousel posts, and edited in-platform videos to educate and inspire while aligning to trending moments. I also began sharing UGC from teachers doing incredible things and uplifting the community. I performed social listening daily responding to all comments, escalated concerns where needed, and adjusted the content calendar accordingly.

Let's work together!

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A Little Drop of Courage

© Copyright 2023 A Little Drop of COurage - All Rights Reserved
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Campaign Collaboration with Mystery Science

Campaign Collaboration with Mystery Science

12,306%

Increase in Impressions

68,690%

Increase in Engagements

197,733%

Increase in Content Shares

3,383%

Increase in Followers

Project Date

September - December 2023

Industry

Education and Technology

Skills Used

Community Management
Copywriting
Video Editing
Collaboration

Description

Mystery Science, a well-loved K-5 science program teamed up with Discovery Education to amplify their social presence!

The Challenge

In 2020, Mystery Science came under the Discovery Education family. 3 years later many educators still see Mystery Science and Discovery Education as separate companies. Discovery Education needed to find a way to boost Mystery Science's online presence while establishing the two companies as being under one family.

My Process

In collaboration with the social media team at Mystery Science, I performed a channel and content audit. I compared how these results aligned with the mission of the Mystery Science brand and the Discovery Education brand, as well as the audience's needs. Determining that supporting students' curiosity is at the heart of both brands, we aligned on a joint effort to create a collaborative video campaign highlighting students asking questions and exploring the answers. We then used CapCut to edit the videos and platform-native tools to add text to feel authentic to the platform.

Let's work together!

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A Little Drop of Courage

© Copyright 2023 A Little Drop of COurage - All Rights Reserved
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Social Campaign for Shark Week®

Social Campaign for Shark Week®

59, 867

Impressions

2,459

Engagements

2,123

Site clicks

30

Dorsal Fins Earned 😉

Project Date

June - July 2023

Industry

Education and Entertainment

Skills Used

Community Management
Copywriting
Social Listening
Collaboration

Description

Discovery Education partnered with Warner Brothers Discovery for Shark Week®, the annual week that brings everyone together to learn and celebrate the apex predator of the ocean: sharks! This campaign also kicked off the back-to-school season and gave teachers are jaw-some way to start the new year!

The Challenge

Build a social campaign that gets teachers excited for the back-to-school season, reminds them of Discovery Education's in-service resources, and drives them to tune-in to Shark Week®!

My Process

In partnership with the community team, we built a social strategy focused on engaging our audience and building excitement for the back-to-school season through timely, on-trend, pun-tastic content. During ISTE (The International Society for Technology in Education)–the Met Gala for teachers–we did a social-first scavenger hunt for all teachers attending. Throughout the scavenger hunt, we gave clues via our social channels on where to find our team to earn their "dorsal fin" (foam shark hats). This boosted our engagement, and made us the talk of the conference! We continued that momentum for the next weeks until Shark Week® by sharing on-brand content from our partners.

Let's work together!

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A Little Drop of Courage

© Copyright 2023 A Little Drop of COurage - All Rights Reserved
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Social Campaign for CMA Awards®

Social Campaign for CMA Awards®

124, 218

Impressions

2,366

Engagements

57,402

Video Views

770

Site Clicks

Project Date

January - February 2023

Industry

Education and Entertainment

Skills Used

Collaboration
Video Editing
Copywriting
Social Listening
Community Management

Description

Discovery Education partnered with The CMA Awards ® to support students in learning about STEAM careers–Science, Technology, Engineering, Arts, and Math– through a LIVE Virtual Field Trip!

The Challenge

Build a social campaign that inspires students and teachers alike to explore the world of STEAM.

Curate scroll-stopping videos that are on-trend, speaks to the target audience, and drives viewers to engage.

Write copy that is on-brand, aligns with the curated videos, and drives the users to register for the Virtual Field Trip.

My Process

In partnership with our digital marketing team, I built a social strategy that aligned with the key messaging, tone, timing, and business goals of the campaign. I then partnered with our video team to select and edit key moments from the Virtual Field Trip that would speak to our social audience, and start conversations. Recognizing that STEAM careers are often seen as too complex, I focused on writing copy that diminished the barrier to entry and resonated with our audience to drive registrations. Throughout the LIVE Virtual Field Trip I answered questions on our social channels in real-time, supporting our viewers, and garnering new viewers.

Let's work together!

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A Little Drop of Courage

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© Copyright 2023 A Little Drop of COurage - All Rights Reserved
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Social Calendar for a B-Corp Insurance Company

Social Calendar for a B-Corp Insurance Company

Project Date

July 2020

Industry

Insurance

Skills Used

Content Strategy
Copywriting
Planning

Description

A B-Corp earthquake insurance startup on a mission to make insurance accessible to everyone, no questions asked, needed to find way to attract new clients by reflecting their mission across their social media channels. I was hired as part of a team to build out their end-to-end content strategy.

The Challenge

Develop a social content strategy that bolsters demand generation and increases brand awareness.

Create an editorial calendar to streamline workflow.

My Process

I worked along side a team of 4 to perform social media audits to determine the good, bad, and ugly for their current social channels. We then broke down each growth opportunity into tangible next steps in order to get their social strategy up to date quickly. I owned the task of creating the editorial calendar we would use to plan content, manage campaigns, verify consistency, and stay ahead of deadlines.

Using Microsoft Excel I created an easily accessible year-long editorial calendar that highlighted key information for all social media managers, designers, and stakeholders including: Live Date, Platform, Asset, Asset Link, Pillar, Copy, and Hashtags.

The Results

Within 2 weeks we had a new end-to-end social media strategy that was up and running across platforms. The editorial calendar increased efficiency and workflow allowing us to be 2 months ahead in content while improving results.

Let's work together!

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A Little Drop of Courage

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Campaign Design & Content for a Snack Bar Company

Campaign Design & Content for a Snack Bar Company

510,188

Impressions

36,104

Engagements

549

New Followers

6,266

Content Shares

Project Date

January 2022 - December 2022

Industry

Food Manufacturing

Skills Used

Content Strategy
Affiliate Marketing
Social Media Campaign
Design
Copywriting

Description

Munk Pack creates high quality, real ingredient snacks with a mission: to help people feel empowered to lead an active and healthy lifestyle on the go. I was brought in to design content and write copy for their year-long wellness campaign.

The Challenge

Build a campaign content strategy that aligns with business goals.

Design content that stands out on social media, connects with the target audience, and is highly shareable.

Write copy that ties the message of the content's design with the mission of the brand and inspires readers to act.

My Process

I partnered with Munk Pack's Head of Social to understand their target audience's needs and interests, and utilized their brand style guides to create a wellness campaign that reflected their mission, voice, and style. I used the design app Procreate to draw images and text that best reflected both the campaign message and target audience's interests. I wrote copy with a story that was relatable to the target audience and persuaded them to engage, and share.

Let's work together!

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A Little Drop of Courage

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Social Content Strategy for a Wellness Center

Social Content Strategy for a Wellness Center

Project Date

October 2021

Industry

Mental Health

Skills Used

Content Strategy
Data-Analysis
Branding
Design
Copywriting

Description

Since the pandemic mental illness has been on the rise. Social House Wellness Center (SHWC) wanted to find a way to support their community's mental health, and beyond! I was hired to transform their social media, build a community, and increase engagement.

The Challenge

Build a social media style guide to create consistency in content style, brand voice, and engagement, and streamline workflow.

Develop a content strategy that aligns with the brands voice and style, and engages audiences.

Design content that is both eye-catching and informative.

Write copy that turns psychology terms into digestible and applicable stories.

My Process

I worked with the CEO to understand what their goals are for their social media, and what they believe has gotten in their way of reaching those goals. I researched their target audience including: what accounts are they engaging with, what type of content they are most interested in and are sharing, and the topics they care about.

I then performed an Instagram and Facebook audit to determine any additional opportunities for growth. From there I created a social media style guide in order to create consistency across channels and streamline workflow. I used the design app Procreate to create data-driven content that targets their audience.

Lastly, I analyzed their KPIs and performed A/B testing weekly to inform decision making on any shifts needed to the content strategy.

The Results

Within 3 months SHWC had increased their account reach by 1700%, engagement rate by 950%, and grew their social media following by 191%. SHWC now has a cohesive feed that stands out on social media, engages their target audience, and converts into leads and new clients.

Before

After

Let's work together!

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A Little Drop of Courage

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