SOLUTION
My role includes strategy, design and art direction for the monthly social content calendar from ideation to preparing final assets for publishing on Facebook, Instagram and Twitter channels. Assets consist of in-feed static and animated graphics, in-feed video and Instagram Stories. To complete such tasks, specific considerations are taken into account to achieve the monthly visuals:

• Identifying key school dates, promotional offers, industry specific holidays, and monthly themes related to the season

• Sourcing user generated imagery through hashtags to highlight the varying programs offered and showcase past and present student work

• Implementing custom editorial photography into their social channels. The imagery focuses on specific product promotions or general enrollment that align with the month’s season (i.e. fall florals, summer inspiration, etc). I work with our account team and fellow designers to outline a shot list and specify details ahead of time. As the art director, I help identify items needed for prop shopping and facilitated the photoshoot set-up and execution. All final images are retouched and prepared for use in time to plan the upcoming social calendar

• From 2019-present, I transitioned from designing the monthly graphics to moving into a leadership position that oversees the account creative direction

ACCOMPLISHMENTS
As a team, we enhanced the lead acquisition objectives, in turn driving opt-in leads for schools across the country and over the span of six years increased follower growth on Instagram by 512%.