Project Description
Case Study
Social Media & Content Creation through a Pandemic
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Design and Engagement Lead June 2020 – Present
Background
The Sault Museum is a non-profit community Museum with a mission to preserve and display the magnificent history and culture of Sault Ste. Marie, Ontario.
Problem
Lack of engagement during a global pandemic. New visitors were not travelling, and nobody was allowed inside, therefore the museum’s efforts needed to shift towards our local community, and digital platforms.
Role
Increase engagement through social media during a global pandemic.
New visitors were not travelling therefore the museum’s efforts needed to shift towards our local community.
Create content and plan social media marketing strategies to best reach our target audience.
Team : 1 Visitor Engagement Assistant and 8 other staff members
Skills & Tools Used
- Adobe Illustrator
- Adobe Photoshop
- Abode Premiere Rush
- Photography
- Videography
- Editing
- Audio
- Marketing
- Instagram
- Facebook
- Youtube
- TikTok
- 360 Cameras
- Lapentour 360 softwear
Process
Implemented the museum’s brand guidelines into their social media content to create brand awareness. This focused on using only the brand colours, fonts and flat illustration style while creating a consistent tone of voice used across all platforms.
Created a strategic social media plan with new content series and promotional material. Both informed and engaged our target audience.
Turned an unwanted situation to a unique opportunity, by using the time in lockdowns to expose the inner workings and the day in the life of each employee at the museum. This gave our local viewers something different and exciting to engage with when no visitors were allowed inside. This was done through video production, photography and graphic-based social media posts.
Leveraged the need for intimate interactions and need for human connection, though interactive IG stories, check in posts, downloadable activity sheets for kids and adults, and sharing the personalities of our our employees.
Through virtual seminars and personal research I gained the skills and resources to produce a virtual exhibit. I researched programs and hosting software and fully designed the museum’s very own virtual exhibit. I used my 360 camera, tripod, and Lapentors online service.
Result
Social Media
- Gained 200 Instagram followers in the first 2 months working at the Museum.
- Overall gain of 432 Instagram followers and counting!
- Fundraised approximately $4000 with virtual or socially distanced events advertised through our social media channels.
Virtual Tours
- The virtual tours reached audiences across physical barriers
- and have been viewed annually