Tools
Canva, Photoshop, Premiere Pro
Descriptors
Branding, Prototyping, Researching, Professional Writing
Project Context
During Spring semester of my Sophomore year I took a professional communication and digital rhetoric class. This class had a focus on creating a content strategy plan for an organization of our choice. Because of my own interest in fiber arts and my hobbies, I ended up choosing Miami University's fiber arts club, Hook Yarn & Needles.
Content Strategy Plan & Posting Schedule
Another component, also included at the very end of the strategy plan, was a posting schedule. It followed the other branding done for this project and gave specific details for a weekly schedule.
Project Process
Problem
Hook Yarn & Needles isn't a very well known club on campus. Their social media doesn't have a specific branding either.
Solution
Creating a content strategy plan that covered everything about their social media and provided example posts with a brand they could utilize.
Initial Research
To start this project, I collected 30 Hook Yarn & Needles posts in addition to other university's fiber arts club's posts.
All of these posts were then coded, making sure to note time and day of post, likes, comments, genre, etc. to determine patterns of what did and didn't work for them currently.
Finally, a rhetorical analysis was written and a one pager summarizing key findings from the rhetorical analysis was created. The one pager also focused on having a branded look for the organization.
Mockup Post Creation
Following research, a core strategy and messaging framework were created. Eight mockup social media posts were also created using the core strategy and messaging framework.
User Testing
The mockup posts and some of the previous collected posts were put into one document and then shown to three testers. The testers were all college age with some level of interest in fiber arts.
After user testing, a usability report was written and then utilized in the process of bringing everything together to create my final content strategy plan.
Conclusion
This was a very new project to me, but I had a lot of fun with it. The branding of this content strategy plan was one of my favorite things to do, as various fiber arts are some of my favorite hobbies and I wanted to communicate my same feelings about the art through the branding. This was done in balance with fitting the general feeling that the club provides to people on campus and appealing to college students who would be interested.