Social Media
Austin Parks Foundation, 2019
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This is an illustration for the Austin Parks Foundation’s annual Party for the Parks 2019. Drawn by hand, vectorized and colored with Adobe Illustrator.
Background
As the Marketing Intern at the Austin Parks Foundation, I managed organizational social media accounts for a nonprofit organization and I analyzed marketing and social media data and KPIs in order to determine best-practice strategies.
In addition to publishing content to social media, I also designed collateral for events such as the annual fundraiser, Party for the Parks, and I wrote and published blog content for the APF website. Click below to view a blog post written in response to excessive littering in parks after a free concert event, Blues on the Green in 2019.
Social Media Posts
With a well established brand and large library of photos to pull for social media, writing compelling copy in APF’s voice and promoting summer events was the biggest challenge for me as a member of the Marketing team.
It became important to schedule posts at times with the highest engagement and write captions with calls to action to increase traffic to the website.
With a variety of programming, events, and fundraising, keeping up with all of the ways to support was a challenge.
Over time, I improved at writing copy that moved followers to engage with the cause, without overloading them with a call to action in every post.
Sometimes, taking a break from promoting events or fundraising opportunities and asking our followers about their outdoorsy plans was all it took.
Using upcoming events as a way to recruit new participants for APF’s programming was also a new strategy I learned and further implemented on APF’s social media.
Since parents are constantly looking for ways to occupy their kids during the summer, writing a post that applies to only a small amount of APF’s following helped get the word out to other parents of little hummingbirds!
Conclusion
Running the social media for an organization with so many events, programs, and calls to action became a balancing act that challenged me for my time at APF. By the end, I was able to stay true to APF’s strong branding and write copy in their voice, while implementing new social media features like Instagram stories to debut their summer merch line and promote engagement on the platform.