Uptown
Increase brand awareness and recognition of the Alexan 5151 Luxury Apartments located in Uptown Houston through targeted social media content and campaigns on all platforms.
My role
As the company’s first social media manager, I worked with cross-functional and onsite teams to launch the client’s first social media accounts. I conducted market research, managed client onboarding, developed an editorial calendar, and produced weekly social media content.
As one of the founding members, I had additional responsibilities including recruiting, training new team members, and working closely with the CEO to standardized internal procedures.
The Process
The strategy followed on building and growing an organic community using custom visuals and copy highlighting the lifestyle of the community, brand partnerships, and engagement.
Market research
Target audience (age range, professions, nearby companies)
Competitor analysis
Unique amenities
Neighborhood highlights (transportation, parks, schools, walk score, etc)
Client onboarding
Understanding their challenges and strengths
Social media account creation and setup
Ad account access
Brand assets
Monthly content request form
Define content style & categories
Review branding via website
Establish style guide
Content categories
Source content & content creation
Develop a monthly content calendar
Establish style guide
Define content categories
Metrics
Increased web traffic by 42% through organic reach and paid ads on social.
Grew community organically to 1.2K followers from 0 within 3 months.
Increased page reach and impressions by 150% for the first 90 days, exceeding the client's expectations.
Gained 30+ accounts in the Houston market through the referral of this account.
Key Learnings
How to scale this content strategy without compromising the quality of work.
How to minimize social media posting time by identifying the right auto-posting tool and improving internal processes.
How to avoid copyright issues by utilizing royalty-free images and user-generated content with users’ approval.
How to keep an open line of communication with clients and provide expert recommendations when needed.
How to increase communication through all team members by optimizing the tools that are already in use like Slack, Airtable, and Falcon.io.
How to differentiate ourselves from other competitors to acquire more clients.