creative direction
ROLE
Creative Director
Social Media Manager
SCOPE
Content & Social Media Strategy
Community Management
Email Marketing
Video, Photography, & Copy
Graphic Design + Print
01
creative direction
Managed social media & content for eight diverse multifamily apartment homes. Based calendars off of 6 content pillars.
Worked with & oversaw a social media team of two.
02
content creation
Transformed social media calendar creation for enhanced efficiency by introducing a streamlined approach. Rather than crafting eight distinct calendars, I initiated a monthly master outline as the foundation for subsequent calendars.
Incorporated the practice of repurposing high-performing content as a standard procedure.
As a result, we successfully reduced project time by 18%.
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03
email marketing
Created Reels, TikToks, templated graphics, print material, & more.
Increased video content + boosted views.
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04
landing page
Optimized the existing quarterly onsite visits by implementing a shot list and creative direction, resulting in a more efficient and effective process.
05
Initially, motivating each apartment's leasing team to contribute content proved to be a daunting task 😒.
To improve this process, I designed a monthly content request form, equipped with industry-specific examples to inspire and guide them. The leasing teams were tasked with submitting a minimum of 3 images and 1 video by the 10th of each month. This strategy yielded a remarkable 90% success rate in timely content generation.
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06
social media
Implemented the 'Share the Social Love' campaign to inspire residents to showcase their life at X apartment on social media, with the added incentive of monthly giveaways. Promoted through print materials, social media platforms, and email marketing.
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07
graphic design
Regular monitoring of key performance metrics, such as organic & paid reach, engagement, video views, clicks, website visits, conversions, and more. Data-driven decision-making to measure the social media success and ensure it aligns with our objectives.
Monthly social media performance reports using a mix of Sprout Social, Meta, Google Analytics, and Agency Analytics.
Ran monthly social media brainstorm with team to discuss performance and share new ideas or trends.
creative direction
+ content creation
Optimized social media & content strategy for eight multifamily apartment communities across the country under Richmark Property Management.
Emphasized community-generated content to better connect with current & potential residents. Boosted brand awareness & effective engagement across Facebook & Instagram.
RESULTS YoY
22%
Increase in Impressions (3M+)
36%
Increase in Engagement (96K+)
38%
Increase in Clicks (48K+)