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The Client:
Integrated Schools, a national nonprofit that advocates for school integration and racial and social equality and equity.
Services Provided:
Market Research / Marketing Strategy and Execution / Social Media Marketing / Content Marketing / Digital Marketing / Graphic Design / Copywriting and Messaging / and more.
To begin Integrated School's project, we conducted interviews with their team to learn more about their current audience and volunteers and about the people they wanted to reach but haven't been able to yet. From these conversations, we developed a marketing strategy, brand messaging strategy, and social media strategy. The goal of each strategy was to succinctly communicate Integrated School's mission and services, to raise awareness of social inequity, and to more deeply engage their current members and volunteers while at the same time appealing to new target groups and audiences.
With the overall strategies finalized, we then worked with the team to analyze their current social media metrics, to set SMART goals and benchmarks for new social media engagement, and to review and adjust social media content with the team throughout the project to ensure we were achieving the set goals. We also created a hashtag and SEO plan based on market research so that Integrated School's content would reach their specific target audiences.
With all of the research, strategy, and benchmarks set, we began creating Integrated Schools social media content specifically for their Instagram account. We used their existing brand guidelines and current messaging to create the visual designs and writing for each post. Then, throughout the project, we expanded and refined Integrated School's brand visuals and messaging by creating new elements and writing. Additionally, we continuously monitored social media trends and changes throughout the project to ensure Integrated School's content had the widest reach possible.
Below is a content sample from the project. For each post, we created the visuals, writing, and SEO and hashtag strategy.
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By utilizing all of the internal research and the collaboration with Integrated School's team, we were able to help Integrated Schools grow their Instagram followers by over 10% in less than a year and achieve a consistent 10-30% increase in post engagement.
To learn more about Integrated Schools and to see our ongoing work them, visit their Instagram: here
