Organic Social - Empire State Trail Outfitters — Growth Marketing & Creative Content Curation

SYNOPSIS

I managed Instagram for a small trail outfitter in upstate New York, building a community of over 1500 users by sharing trail stories and promoting resources for trail users in just a few hours per week of work.

VISIT INSTAGRAM

BACKGROUND

I partnered with a small trail outfitters brand in upstate New York to create a social media community around a shared love of The Empire State Trail.

Our messaging centered around uplifting the stories of the riders and hikers who love the Trail - as well as providing maps, guides, and info about events and local businesses. Our goal was highly sharable & useful content that would increase engagement.

I would also spend time putting together polls, quizzes and interactive Instagram stories so users could build a relationship with our page.

I also spent time seeking out real people in the area who followed trail accounts and organically interacting with them - following, commenting and liking their posts about the trail.

Within six months, we grew Instagram 120% to 1.5k+ followers using primarily organic social growth tactics.

RESPONSIBILITIES

As social media manager, I was directly responsible for:

Creating and posting all social media content
- Conducting market research on trail and coming up with unique content ideas
Organic interaction with hundreds of users who followed Empire State Trail accounts - likes, comments and follows
Interactive Instagram stories to build audience engagement - polls, quizzes, Q&A’s

CONTENT BUCKETS

We utilized static carousels on Instagram to provide informed, engaging content to our audience that was savable and sharable. We didn’t have much video content readily available, so this seemed like the best way to utilize Instagram and encourage engagement.

This included the following content buckets: