Social Content Strategy for a Wellness Center
Project Date
October 2021
Industry
Mental Health
Skills Used
Content Strategy
Data-Analysis
Branding
Design
Copywriting
Description
Since the pandemic mental illness has been on the rise. Social House Wellness Center (SHWC) wanted to find a way to support their community's mental health, and beyond! I was hired to transform their social media, build a community, and increase engagement.
The Challenge
Build a social media style guide to create consistency in content style, brand voice, and engagement, and streamline workflow.
Develop a content strategy that aligns with the brands voice and style, and engages audiences.
Design content that is both eye-catching and informative.
Write copy that turns psychology terms into digestible and applicable stories.
My Process
I worked with the CEO to understand what their goals are for their social media, and what they believe has gotten in their way of reaching those goals. I researched their target audience including: what accounts are they engaging with, what type of content they are most interested in and are sharing, and the topics they care about.
I then performed an Instagram and Facebook audit to determine any additional opportunities for growth. From there I created a social media style guide in order to create consistency across channels and streamline workflow. I used the design app Procreate to create data-driven content that targets their audience.
Lastly, I analyzed their KPIs and performed A/B testing weekly to inform decision making on any shifts needed to the content strategy.
The Results
Within 3 months SHWC had increased their account reach by 1700%, engagement rate by 950%, and grew their social media following by 191%. SHWC now has a cohesive feed that stands out on social media, engages their target audience, and converts into leads and new clients.
Before
After
