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.
