Digital Marketing Internship
Marshfield Area Community Foundation
Role
Graphic Designer
Social Media Analyst
Content Creator
Digital Marketing Strategist
Tool
Facebook Business Suite
Mailchimp
Google Suite
Canva
​Adobe Illustrator
Duration
​April – July 2021
- Enriching the Quality of Life in Marshfield Area -
OVERVIEW
Marshfield Area Community Foundation is a non-profit organization located in Marshfield, Wisconsin, U.S. that works closely with the community to help area residents make their philanthropic giving as effective as possible. As an active agent of change, they seek to identify local charitable needs and work to address them. Their mission is to give back to the community through established custom funds by donors.
- Understanding -
​PROBLEM DIAGNOSIS
The problem arises from the low audience engagement, resulting in difficulties for the organization to expand their online presence and reach further to more potential donors.
We needed to investigate further into why Marshfield Foundation’s performs poorly with their online engagement despite in-person success.
​Note: This project was completed in collaboration with a partner, Andrew Dones, who specializes in strategic communications, content strategy, and social media marketing.
​SOCIAL MEDIA AUDIT
​We started by conducting a social media analysis for Marshfield Foundation to learn about their current online performance, competitors, and gain understanding of target audience.
- Brand Identity -
We then noticed that Marshfield Foundation social media's brand appearance did not have a cohesive identity. We needed to fix that first.
01
VISUAL
1. Typography
2. Colour Palette
3. Logo Variations
​4. Imagery
02
VERBAL
1. Tone of Voice
2. Tagline
​3. Brand Hashtag
BRAIN STORMING
Retrieving from their existed logo, this was the initial colour palette.
​We developed a new palette that keeps the green colour but with better visual harmonization to target a more aesthetic visual appearance for their online materials
​BRAND KIT
- Social Media -
Note: After closely tracking, we have decided to focus on mainly establishing Facebook based on acquired demographic data from the initial social media audit. However, we still tried to work with Marshfield Foundation's Instagram with similar contents & some strategies.
POSTS
Ad-hoc
Next, we started creating content pieces focused on Facebook & Instagram. These individual posts are relevant to Marshfield Foundation and related local events/special seasonal events. These posts aim to keep audience continually updated and engaged with the foundation. We created the graphics under the Brand Identity guideline and used Canva for accessibility to all levels of graphic design & technology skills.
Series
We also came up with and designed several social media series for Marshfield Foundation. We've outlined two in this slide but if you wish to see more, visit their Facebook page!
Vital Signs
The Marshfield Foundation puts out a report every year that explains the trends and issues within the community. To make the report more digestible and to educate the community, we decided to repurpose it and turn it into a series.
Speak Your Peace
Speak Your Peace is a campaign that advocates for 9 civility tools (i.e. tools to become a better citizen). We decided to create a post for each of the 9 tools and to mention in the caption that the Foundation offers Speak Your Peace seminars.
​CONTENT CALENDAR
Now that we had a backlog of content, our next step was to create a content calendar. We created it using Google Sheets. The benefits of a content calendar are numerous. Amongst others, it helps keep you organized, on track, and consistent and it improves efficiency.
Here's a calendar view of the content calendar – it's a simple way of gauging what to post and what has been posted.
Here's a detailed view of the content calendar. Here, we track metrics and draw from lessons learned so that we focus on content that is working.
- Evaluation -
​FACEBOOK METRICS PROGRESS
We tracked audience metrics on Marshfield Foundation's Facebook page. In just 3 months, we've doubled Facebook impressions and engagement on feed posts! It goes to show that social media planning and strategizing makes a huge difference.
- Feedback -
- Reflection -
​This online marketing internship was an amazing learning experience where I got to enhance my communications, graphic design, acquire social media management skills with various applications/tools. I am happy of how the process turned out to be, especially where I had an opportunity to collaborate with my great classmate.