A lotta thought goes into all these likes

Social Strategy

@winterparkresort

The Winter Park Resort social accounts meet several needs of its community and guest base, including operational/snow reporting for day trippers, pre-arrival resources for vacationers, business unit and other product-focused promotional content, and more. I implemented several strategies to grow this channel while meeting the needs of the business in a sustainable way for our 2-person team.

drive link clicks

One challenge we faced was an influx of in-feed post requests for content that was meant to drive link clicks to various promotional web pages. By utilizing Instagram and Facebook Stories more often than in-feed content for these promotions, my team drove link clicks up by an additional 33% on average per month. One creative way this was showcased was through pre-arrival Q&A we shared on a regular cadence, which provided us an organic way to learn more from our guest base, answer questions for trip planners, and deliver links at the right time to the right audience.

be relatable & relevant

Providing entertainment and down-to-earth content is critical on organic social platforms, which is why we began incorporating memes and revived the Winter Park Resort TikTok account under my leadership. These new, creative outlets provide this playful brand with more lever to pull in order to deliver messages effectively.

@winterparkresort We've been tuning in to our Lunch Rock on-mountain camera to watch the snowmelt as summer arrives and water from Parry Peak makes its way into the Colorado River. It's an important reminder that while we love sliding on snow in the winter, it also plays a critical role in the summer as water that nourishes our environment and communities. Our partnership with @nativesoutdoors, “There Is Snow On The Ground”, shares more of this perspective and the inherent connections between people, place, and snow. Tap the link in our profile to learn more! 📍Lunch Rock Camera May 25 – July 5 #WinterParkResort #ThereIsSnowOnTheGround ♬ original sound - Winter Park Resort

@winterparkresort 12” of ❄️ in 2 days, with 7” falling in the last 24 hours— our Saturday plans are pretty obvious (and it involves some time in the mountains). See you out here! #WinterParkResort #SnowStorm #SnowReport #ColoradoCheck #SkiSeason #SkiTown #WinterAdventures #SkiTok #VentureOut #WinterPark #MountainTown ♬ love song (hesitations) (sped up) - Lofuu & Shiloh Dynasty & dprk

@winterparkresort Parry wanted to let you know that the fall colors are pretty dang neat right now 🍂 PS: It's a great time to take a ride on the scenic Gondola to see fall colors from a whole new angle! Tap the link to grab your tickets ⬆️ Audio: Neature Walk #WinterParkResort #Fall #Mountains ♬ original sound - Winter Park Resort

@winterparkresort Yep, Mountaintop Happy Hour starts in June. See you at the top for views, drinks, and music all summer long (and bring your cat, too!) #WinterParkResort #Summer #Meme #MemeCut #fyp #Meme #MemeCut ♬ original sound - Winter Park Resort

Continually Optimize

Monthly reporting was one of our keys to regularly optimizing our content to fit the needs of each platform and the audience it garnered. Between individual channel analysis, competitive reporting across multiple Colorado ski resorts, and reading up on larger marketing trends with social media, we made regular adjustments that improved the performance of each channel while informing leadership of our successes and learnings.

@womenontheroad

From 2018-2020, the Women On The Road social platform (created to develop a listenership funnel and build a powerful online network) grew from the ground up under my management, leadership, thoughtful communication, and diligence.

At the time of its retirement (when I helped transition the show and platform to new podcast co-hosts as Nomads at the Intersections), Women On The Road social media culminated in nearly 58k followers on Instagram and a Facebook group with over 5k members. The Women On The Road online community was incredibly engaged, active, and opinionated— which made for a rich platform to share resources, host conversations, learn best practices around moderation, and connect meaningfully.

User-generated content

Storytelling was at the heart of the Women On The Road community, with a sharp focus on gender representation for road travelers. It made sense, then, that UGC was a primary focus of this platform across Instagram, in addition to using Instagram Story functions to re-share content and crowdsource answers that everyone could benefit from. Meanwhile, the Facebook Group lent itself to a traditional forum-style platform where questions and photos were often shared.