CASE STUDY

River City Rhythm [Social Media]

Project type: social media, branding, b2c, recruiting
2016 – 2019

Context:

My initial work with River City Rhythm consisted purely of managing the organization’s social media channels. I was in charge of updating RCR’s Drum Corps social media profiles primarily on Facebook, Instagram and Twitter as well as overseeing the Drum Majors who managed the Corps’ Snapchat account. In addition to this, I managed the staff members who maintained the two additional RCR properties (Indoor Drumline and Winterguard). My role was to provide guidance to the tenor of social posts and ensure that the branding guidelines were being followed for included media amongst the three groups.

Challenges:

As with other aspects of working with this organization, the greatest challenge was to find a loyal and engaged audience within the crowded field of Corps looking to pull prospective members to visit the website to sign up for audition camps as well as to elevate the organization’s overall social visibility in spite of the relatively young age of the summer group. This required me to delicately balance engaging visuals with clever text content that encouraged likes, shares, and follows. The final challenge was to ensure that the organization’s social content read and felt like a much larger, more established group was behind the scenes. In essence, the content needed to match the world-class educational staff the organization recruited and fulfill the overarching brand identity I was establishing for RCR as a whole.

Project Scope:

Created a yearly social calendar to ensure timely posts to promote camps, shows, events, and special notices
Crafted all post text content unique to each social channel’s format
Designed and created all corresponding visuals
Guided and provided supporting materials to the Drum Majors, Indoor Drumline, and Winterguard, as needed to ensure brand consistency across properties