Plan B Advertising
Digital & Website Content —
I joined Plan B as a Copywriting Intern and, after being asked to write copy for a few of our social media posts, quickly realized that our digital content efforts were lacking. I decided to tackle this project by collaborating with an Art Director to rebrand our Instagram aesthetic. I wanted to show off the different layers of our company, from our fun and sporty outings to our more serious work efforts.
I was offered the opportunity to return to Plan B after graduation as a Junior Copywriter. While I worked on important client work, I was also asked to continue running the Plan B social media and website. Below, you’ll find examples of how I worked to advertise an advertising agency. They do say an English major’s favorite word is “meta…”
SOCIAL MEDIA
The Project
It began by researching social media trends. While there were a few I was familiar with from my own personal social media accounts (such as #ThrowbackThursday), I wanted to see how other brands were establishing their online presence effectively. We decided on an aesthetic that shared cool, blue tones across all posts, firstly because it would make our feed flow more seamlessly as a whole, and secondly because we discovered that Instagram photos with cool tones gain about 24% more engagement. I also wanted to post more often, averaging one post per weekday, to stray away from our previously sporadic and inconsistent social media presence.
I came up with ownable hashtags, such as #ThisIsMonday (mirroring our #ThisIsPlanB hashtag), which featured a Plan B employee and how their passions outside of the office related to their role in the agency. I also created lighter and happier #friyay posts on Friday to showcase our easygoing and lighthearted brand personality.
Lastly, I planned, photographed, and directed each post alongside the Art Director. By creating a content calendar, it became easier for us to manage the platforms daily to maximize efficiency and increase engagement with our followers.
The Outcome
I used Sprout Social to track our progress and maintain our social media platforms. When I joined Plan B, we had an average of 12 likes per post on Instagram. During my last week, we averaged 65 likes per post. We gained approximately 100 followers, from 226 to 336 in two months. This was partially due to increasing hashtag usage, which allowed us to garner more attention through SEO.
WEBSITE CONTENT
Throughout my internship, I was asked to create copy for new pages to the website. Adherence to the brand voice was essential, as it needed to integrate with the current Plan B-style copy.
I also created content for our blog throughout my time at Plan B. This involved researching topics such as digital marketing trends to create fun and interesting posts that would relate to our clients.
The Project
Content for various pages on the Plan B website.
The Outcome
