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These highlight a range of social media campaigns that I created across different roles. They reflect my experience with strategy, content creation, and execution, as well as my ability to adapt to different brand voices, audiences, and goals. They include four of my favourite and most effective types of posts, each contributing to a comprehensive and impactful social media strategy that resonates with the audience.
As more events shift to an online-only format, it is now easier than ever to create a seamless transition from awareness to attendance. Social media can increase visibility and attendance, generating buzz before, during, and after an event, encouraging engagement and building long-term loyalty.
Translated Webinars
In March 2024, Plan Institute's most popular webinar, RDSP (Registered Disability Savings Plan) Level 1, was presented in four new languages. A targeted social media campaign generated interest and anticipation directly within each respective audience, building momentum ahead of the event. After the event, continued outreach helped maintain awareness of the organization and set the groundwork for future sessions. By maintaining an active online presence throughout the event lifecycle, the campaign was able to reach a wider audience while also fostering ongoing interest and connection.
EVENT PROMOTION
CALLS TO ACTION
Social media can effectively convey a sense of urgency, encouraging audiences to take prompt and necessary action. The message should inspire action, as well as communicate why the next step is important and worth their time, especially if the action may be challenging. The call to action must be clear, guiding the user directly to the actionable item.
GET THE DTC ASAP
The Get the DTC ASAP campaign conveyed the urgency of applying for the Disability Tax Credit, while also promoting the organization's support services designed to help with the application process. Launched just weeks before the release of the Canada Disability Benefit, the campaign emphasized that approval for the Disability Tax Credit was needed to receive the Canada Disability Benefit, and that approval could take several weeks. The campaign helped to emphasize the importance of not only applying for the Disability Tax Credit, but applying as soon as possible. Awareness of the organization’s support services were incorporated into the call to action, reducing barriers to completing the complex and time-consuming application.
Community involvement and participation help to reaffirm the role that the audience plays within an organization. It creates opportunities for deeper engagement, strengthening relationships and evoking a sense of shared purpose. It also builds trust, showing that the organization is an active and involved part of the community.
Woolly Wanderlust
Woolly Wanderlust invited the audience to share their stories while also showcasing different facets of the wool industry in picturesque settings. Each post offered a virtual journey to different places throughout the wool value chain, allowing the audience to explore various regions and learn more about the people behind the process.
COMMUNITY INVOLVEMENT
Educational social media posts can position an organization as a thought leader within its industry, reaffirming its expertise in the field. It can increase recognition as a trusted source and boost credibility. Content that teaches the audience something provides value, fostering deeper engagement and long-term loyalty. Educational posts that simplify complex topics attract a wider audience, beyond just experts, helping them feel more connected.
Woolly Wisdom: Microns
This infographic was used to provide a visual representation of the differences in wool microns, giving the audience a clearer understanding of how the fiber's different qualities are assessed. It breaks down a more complex topic, providing a high-level overview of micron variations and their impact on the use, feel, and value of wool.