Digital Strategy | Social Media | Copywriting
The Problem
Amidst the post-pandemic environment, the Goldsmiths badminton society saw a reduction of many key operations, including management of it's social media accounts. For many existing and new members of the club, this is especially problematic, given that they have no active touchpoint to reliably obtain information about the club, ultimately resulting in declining membership and participation rates.
The Mission
To target the society's lack of social media presence, the creation and management of the Goldsmiths badminton society's instagram account enables new and existing members to stay updated with the society's latest activities, as well as to provide a convenient touchpoint for members and other universities to connect and enquire about society matters.
Content Strategy
Factoring how the account serves existing and potential society members with an interest in club activities, the content strategy of this account adopts a two-part approach. For existing members, most of which would have some degree of badminton experience, it can be assumed that for them, the account would be utilised more practically as a way for students to stay updated.
Additionally, I accounted for newcomers who may not only be new to the club, but also to the sport, whom in this case would seek the club for leisure. For these members, I created and reshared informative content for beginners to learn and follow along.
Although account stories were published through video and graphic formats, the main content of the account employ single photo and carousel photo posts.
Copywriting
The copywriting of the account takes on a friendly and inviting persona in order to encourage members to partake in the various events. CTA words, such as "join now" and "swipe to learn more" are expressively used to elicit interaction and engagement for users. For posts with more informative content, technical 'lingo' is broken down and simplified to make it easier for newcomers to comprehend.
Graphic Design
The account's colour choice is chosen as it was to pay homage to Goldsmith's university colours- purple and gold. The colour scheme of the posts are kept consistent by alternating between the two colours to create a visually aesthetic pattern of the overall grid. The designs of the graphics were inspired the Memphis Pop-Art movement.
Although the creation and composition of most exisitng graphics is achieved through Canva, individual elements were refined and edited using Medibang Paint.
Account
Management
My responsibilities oversaw the planning, creation and publication of copies and graphics released on the social media page. I am also involved with contacting and communicating with any schools or students that have enquiries regarding the society.
Results and Key Takeaways
Under my management, the Goldsmiths Badminton society saw the following results:
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A follower increase of 110% with an average follower growth rate of 6.8% accomplished through organic means alone.
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Handling of over 30 enquiries ranging from exisiting and potential members, representatives of other universities and staff.
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Reached an average of 186 accounts per post through organic means alone.
Some of my key takeaways of this project are:
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Be considerate of the audience you target: Since my account is mainly used to target university students with varying levels of experience, my content should serve to accomodate members of differing ability levels.
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Post regularly, relevantly, and consistently: To keep your audience's attention, your posts should embody relevance and follow a consistent posting schedule