Advertising and Social Media Strategy

Various Campaigns I produced, all on one page.

Learning Matters

Problem

A nonprofit in Nashville, Learning Matters, Inc. provides tutoring to children with learning disabilities. The most common of these disabilities is dyslexia. To fundraise, Learning Matters puts on a 5k, 10k and one mile dyslexia dash. I was hired for the summer to advertise the race and draw in more runners.

Learning Matters

Solution

Learning Matters was struggling to garner registrations because the community was largely unaware of the race. While those who know about Learning Matters registered regularly, most in Nashville were unaware of the race. To solve this, I created multiple ads and promoted them through social media and email, while also coordinating with partners and sponsors throughout Nashville.

These ads (as seen in the "projects" page) implemented humor, giving the race and Learning Matters a youthful, fun image. Additionally, by reaching out to gyms, bars on Broadway, and everywhere in between, I was able to secure popular Nashville destinations as sites for print advertising. In a few cases, these partnerships became sponsors.

Learning Matters

Data

The results were positive despite the challenges. Over 100 more participants showed on race day, which, for a race this size, was impressive. For reference, both Learning Matters and St. Jude held races in Nashville on the same day, and St. Jude has significantly more resources. Conditions were also an issue, as it was pouring and windy. However, runners still showed out.

Lorena

Problem

Lorena, a small town in central Texas, was having difficulty bringing in visitors from Waco. They wanted visitors of all ages, calling for a broadened advertising campaign. This campaign highlighted the town's two burgeoning businesses: the Village Lamp Lighter and the Boujee Bean. The campaign goal was to provide growth through an integrated marketing campaign.

Lorena

Solution

The integrated marketing campaign focused on the two businesses' Instagram and Facebook accounts, as well as print, promotional products and radio ads. Pairing with this strategy, the Village Lamp Lighter produced a podcast about downtown Lorena, romanticizing the place they call home.

The Boujee Bean's Instagram posted three times a week, alternating between stories and posts. Paid Facebook ads reached a wider audience in the region, while Instagram was used a business account to track analytics.

The Village Lamplighter needed an Instagram account, a focus on paid Facebook advertising, posts three times a week and utilization of both stories and traditional posts. The podcast unpacked the history of the Lamp Lighter and Lorena. It goes all they way back to 1896 and highlights why the town is so special.

Promotional items focused on the town's slogan: "It's a Lorena Thing!" They were be produced for each business alongside typical branding. T-shirts, tote bags, stickers, water bottles, contractor pencils, coffee mugs and wine mugs were covered with the slogan.

As for print advertising, flyers, stamp cards and brochures were produced. A video was made showing each business, its owners and employees, and Lorena's scenery for social media.

Lorena

Data

This campaign was implemented by each business, and they are using their tools to monitor their growth.

Main Event Waco

Problem

The Waco location for Main Event Waco is a successful arcade, food and entertainment complex. However, they wanted to expand their target demographic. Having been unable to draw in corporate parties and college students, They asked my team to help.

Main Event Waco

Solution

To solve their problem, we recommended paid media on the Baylor Lariat website, Yelp advertisements and paid Instagram ads. Beyond that, Main Event needed a business account to track analytics, while sponsored posts with the goal of 10k impressions and posts three times a week.

Pairing with this, improving distribution and diversity for promotional items, participating in more sponsorships, and implementing additional advertising to promote publicity should draw in this missing demographic.

Main Event Waco

Data

Main Event is measuring their progress using social media analytics, attendance from corporate outings and student organization outings.

Texas Sports Hall of Fame

Problem

The Texas Sports Hall of Fame is successful but lacks a significant social media following. This limits their reach and weekly visitors.

Texas Sports Hall of Fame

Solution

To grow their social audience, I managed the "This Day in Texas Sports" social media campaign. I'd post a graphic along with some information about what happened on that day. I conducted research about the event to find necessary information and photos. This process transpired every day from September 2022 to December 2022.

Texas Sports Hall of Fame

Data

Twitter: Over four months, their Twitter following grew from 1,987 followers to 2,244 followers.

Instagram: Their following grew from 589 followers to 698 followers.

Facebook: Their Facebook following grew from 3,254 followers to 3,521 followers.

Overall, TSHOF's social channels grew at an expedited rate while the "This Day in Texas Sports" campaign was active.

Hyannis Harbor Hawks

Problem

The Hyannis Harbor Hawks were decreasingly relevant the past ten years in the Cape Cod Baseball League. Coinciding with the hire of a new GM and a new Team Operations Director, they hoped to restructure their organization. Part of this was pivoting their social channels and increasing engagement. Much of the league was professional on their social channels, while Hyannis wanted to take risks and separate themselves. While other teams catered to older demographics, Hyannis wanted to tap into a younger, evolving audience.

In a league dominated by tradition, Hyannis sought to innovate.

Hyannis Harbor Hawks

Solution

As the social media admin, I inserted humor into their Twitter formula. In turn, the organization stuck out because they took risks and de-formalized the CCBL Twitter space. Tweets took shots at other teams, showcased highlight videos engrained with film and music, and delivered updates in humorous fashion.

On Instagram, the approach centered around sleek presentation and a "cool" image. In the past, Hyannis kept up with the league rather than focusing on cultvating its brand and improving their page. Through stories, highlights and videography, that would change.

Facebook was an afterthought, simply used to store albums and provide scheduling updates. It was not heavily used outside of appeasing sponsors.

Hyannis Harbor Hawks

Data

All social channels grew between June and August, Twitter being the most successful account. At the beginning of the summer, they had barely 6,000 followers on the platform. On my last day, the Harbor Hawks had 6,992 followers. That jump–nearly 1,000 followers–was the most in the entire league and the most the Harbor Hawks had seen in a season. The once digitally dormant organization now had the single most impressionable social account on Cape Cod.

To contrast, the Instagram grew, but not at the same rate. As the team won throughout the season, more users gravitated to Instagram. It was improved, but grew at a slower, consistent rate regardless of content. When the team won, likes, views, and comments flooded. If they lost, there was little to no change. However, the Hawks gained over 500 followers, a significant improvement over the previous summer's 267.