PRSA PITTSBURGH
CHALLENGE
PRSA Pittsburgh aimed to highlight how its programs and events foster career growth, meaningful connections, and potential job opportunities in the Pittsburgh communications market.
However, their social media was underutilized, relying heavily on graphics without a consistent posting strategy.
APPROACH
Stepping back to align with the executive board on goals and expectations, I developed a fresh strategy with key content streams and messaging to clearly showcase PRSA Pittsburgh’s value.
Moving away from a graphic-heavy approach, I leveraged photos and videos from live events to bring the chapter’s community and impact to life online.
RESULTS
The Pittsburgh community took notice as the chapter became more active and engaged on social media. At events, attendees were eager to be featured in photos, while companies welcomed the opportunity to have their partnerships highlighted.
341% Increase in Overall Engagements
16.7% Overall Engagement Rate
191% Increase in Overall Followers
E-Board Recognizing Digital Growth
SKILLS UTILIZED
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Switching from a graphic-first to photo and video-first strategy, I developed a strategy that showcased the dynamic people of PRSA Pittsburgh, encouraging new members to join and greater sponsorship partnerships.
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I created engaging and relevant content across Instagram, LinkedIn, and Facebook that successfully attracted new audiences and raised engagements.
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At various events, I captured key moments which were used for media collateral, social media, sponsorship recaps, and website design.
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Every quarter, I presented a comprehensive analytic report covering cross channel performance, individual performance, and recommendations for future success.
