the pennsylvania horticultural society
social media, paid social + digital content strategy
As the Digital Content Manager for a large Philadelphia non-profit, it was my responsibility to leverage our social media platforms across Instagram, Twitter and Facebook – as well as all website content, including blog writing, SEO optimization and user interaction. Additionally, I strategized on major events such as the Philadelphia Flower Show, PHS Pop Up Gardens, PHeaSt and Farm for the City.
The goal was to build out messaging and content that would attract new members, while simultaneously engaging our current members and followers. Bright, beautiful visuals of original posts/stories and user generated content lead Instagram and Facebook, and engaging copy lead the success of Twitter and blog posts. Paid social campaigns were used to increase membership goals, event attendance and overall brand awareness. Reports on website and social performance that I conducted via Google Analytics and Sprout Social, kept us on track and identified any successes/failures and how to shift to reach appropriate goals.
philadelphia flower show
social media, paid social + influencer strategy
Leading the social media and content strategy for the 2018 Philadelphia Flower Show, the goal was to increase ticket sales in engaging and unique ways by telling the story of the 2018 Flower Show through Instagram, Facebook and Twitter.
The social strategy's goals supported other marketing initiatives, such as guerilla marketing promotions across Philadelphia called 'Flower Hours', and also aimed to promote the Show and ancillary events (such as Butterflies Live!, Flowers After Hours, etc.). Strategy included aiming to attract a younger target demo (high school - millennial ages) which I positioned with partnerships with local influencers and 'Instameets' and raising Instagram up as a primary platform through IG stories. I also used paid social as a way to target specific demos, depending on promotional events and goals, and boost brand awareness. I also spearheaded a partnership with a local video agency to create short snackable social videos to share, which was our highest organically performing content - resulting in over 45k views and almost 900 shares.
