Projects

Goal: Increase community engagement and followers on Instagram
Result: Generated direct sales leads and quotes 

• Focused on three KPI metrics for Instagram: Increasing followers, engagement, and likes.
• Connected with current and possible clients on Instagram to increase follower and post engagement
• Activated our key accounts and other industry influencers through shared posts, comments, and tags
• Increased the quality of content by working with vendor photographers and video producers to create new imagery
• Created several viral posts under community hashtags that led to direct sales leads and reposts.
• Created custom content for Instagram including photo carousels, videos, and industry and event-specific Instagram Stories.
• Created Instagram contest and giveaway to assist in marketing campaign for new product launch
• Gathered direct leads for sales that assisted in their monthly quote goals
• Kept the sales team informed of client happenings on social to aid them in conversation starters for existing clients.

Goal: Push events, increase likes, and engage more with their target audience.
Result: Sold out several annual events, increased page likes, and increased local awareness 

• Created promoted posts and paid ads to sell out summer events and annual festivals sponsored at the restaurant
• Posted daily to ensure consistent engagement with their Facebook audience
• Designed custom posts to promote restaurant events, deals, and new menu items locally
• Photographed new menu items, restaurant decorations, and events to share on the Facebook page
• Created targeted content and paid ads to drive traffic to the restaurants website and shift the Facebook audience to include more local guests
• Managed all comments and questions directly through Facebook or sent all content over to restaurant management for speedy replies

Client Analysis and Vision:

Client was a Chicago-based chiropractor looking to expand YouTube presence in order to grow a larger health and wellness centric platform/business. Client wants to identify trends in the health and wellness industry in order to create targeted videos and engagement materials. Additionally, client wants to increase re-engagement of former and current clients in order to create organic conversation and increase visibility of new efforts. Client has had no former engagement with Instagram and TikTok. 

Strategy

Conduct analysis on similar health and wellness startup businesses, to include chiropractors, health supplement markets, sports rehab, physical therapy, and massage. Determine core factors which have made these businesses flourish in their respective areas (customer re-engagement, targeted advertisements, mailing lists, Facebook/YouTube/Instagram/TikTok content, etc). Compare strengths and weaknesses of respective efforts, and align with strong points of the client. Introduce client to new opportunities and strategies for growth. 

Tools and Platforms

SEO Tools such as TubeBuddy, Google Analytics, VidIQ and other tools such as Adobe, Canva, YouTube Creator Studio, Google Drive Suite and Facebook Business Manager to name a few. Utilize Microsoft Excel based SEO analysis tool in order to develop key words based on volume of search, average views, and other metrics. Client was presented with option to expand outreach into IG and TikTok in order to reach the widest possible audience. Worked with client to create brand new channels and develop strategy for growth 

Results

Monthly engagement across all platforms rose an average of 20%, with YouTube engagement in particular reaching a 40% average increase. Viewership of content posted increased an average of 60%. Client successfully launched new cross-platform wellness initiative and garnered 2,000 subscribers within the first two weeks. Client also experienced an increase in physical walk-in business and appointments due to wider audience recognition of brand in his local area.