Intent

After meeting with the client, my team had three goals for the project. First, use Twitter data to analyze what is working and what isn’t working for Graham’s outreach and compare that to other similar accounts. Second, utilize market research to look at viable options for perhaps expanding into a new frontier of social media such as Instagram. Third, create a marketing plan for both Graham’s current Twitter account and their new Instagram account.

Process

As a member of the Marketing Team, my teammate and I conducted market research on ten sustainability institute accounts that had similar social media goals to Graham.

Research findings

My teammate and I found that Instagram would be a viable platform for Graham. The majority of Instagram users are within Graham's primary and secondary demographic, which indicates Instagram might better expose their products. Also, we learned that likes and comments are much more common on Instagram, and thus a more viable measurement of engagement.

Deliverables

Strategies on how to disseminate content on both Twitter and Instagram as well as mockups of potential posts that could be utilized on both platforms.

Skills

Data analysis, Content marketing, Digital strategy

Lessons learned

When working with clients, it's important to keep a balance of their perspective and your perspective. While you are tasked to provide them with a fresh perspective on problems they have, it's important to develop strategies based on what is within the client's scope.