more than making it go viral

GROWTH & ANALYTICS

@winterparkresort

Winter Park Resort, a ski resort located in Colorado, had big goals surrounding their social media presence in order to increase brand familiarity and drive revenue. This included significant growth across channels. In under 2 years, I led a 2-person team to grow Winter Park Resort’s total organic footprint by 26% (over +113k net followers) while maintaining an average 4.1% engagement rate.

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@protectwildutah

The Southern Utah Wilderness Alliance, a non-profit advocating for wilderness designation and protection in southern Utah, had a goal of continuing to build their social media following as a way to continue building a membership base and support for their issues. Through the content strategies I implemented, I grew SUWA’s Instagram account organically by 20% in a 10-month period.

Video series development

SUWA had been hesitant to integrate new forms of media into their social media plan, but taking advantage of video in 2021 (such as Reels, TikTok, etc.) seemed like an obvious next step. I leaned on the popularity of educational videos to create a weekly “Flora, Fauna, & Formations Friday” that would draw in new followers in a relate-able way. This Reels series was consistently some of the organization’s top-performing content and attracted a follower base who was more likely to align with their stance on environmental issues.

thoughtful EDU-Tainment

One of SUWA’s primary challenges with their social media following was a lack of education on each of their issues around southern Utah wilderness advocacy. By connecting SUWA’s issues to relevant headlines as well as creating visually-compelling content, I successfully provided basic education delivered in an engaging way to their growing follower base.

leveraging media interviews

SUWA had a significant X (formerly Twitter) following and a large Facebook Page following (as well as frequent features on radio broadcasts), so to bring more connectivity to these spaces, I began sharing screenshots from X/Twitter and audio pieces from radio interviews on Instagram and TikTok to encourage conversation and cross-promote platforms organically.