Social Media Marketing

Paid Social Media Advertisements – Spencer Gifts

I worked closely with other teams to determine best practices, social brand voice, and products to feature for paid social media advertisements. Because these ads were part of our “Back to School” campaign, we targeted different audiences, like teens and parents, which garnered different copy to speak to each audience. After ads ran for a certain period of time, I worked with the analytic team to determine how to tweak ad copy and optimize for conversion.

Campaigns converted around 2% while also reaching millions of new and returning customers to create awareness for this campaign.

Social Media Platforms Used:

  • Facebook

Spencer Gifts Social Media

Spencer Gifts Social Media2

Paid Social Media Advertisements – Spirit Halloween

Based off of the type of product and the fact that we were getting close to Halloween season, I worked closely with other teams to write optimized copy for Spirit Halloween’s paid social advertisements. These ads for costumes, decorations, animatronics, and blog posts drove hundreds of thousands of dollars in revenue and huge spikes in traffic within a short period of time.

Campaigns converted around 4% while also reaching millions of new and returning customers to create awareness for this campaign.

Social Media Platforms Used:

  • Facebook

Spirit Halloween Social

Organic Social Media Campaigns – Make It Pop Advertising

Atlantic City Country Club

As a historic golf course and part of Ottinger Golf Group, Atlantic City Country Club already had a pretty big following before I took over their marketing channels. However, the posts were pretty infrequent and the images were rarely of high-quality. With their already-dedicated audience, posting about new events, updates on the club, live entertainment schedules, and membership deals were always sought after. With their audience sharing these posts, I was able to organically reach new customers who never realized that ACCC was a public course that they could golf on for the day, go to dinner to, or have a wedding at.

I was also able to convince this client of the value of paid social advertisements. I ran targeted Facebook ads for golf deals, restaurant specials, and special events, like their annual Breakfast with Santa, Thanksgiving Dinner, and New Year’s Eve Celebration. These ads resulted in more reservations for ACCC’s special events which drove more revenue and new customers to their club.

Social Media Platforms Used:

  • Facebook
  • Instagram
  • Twitter
  • Hootsuite
  • TweetDeck

Atlantic City Country Club Weddings

When I first started working with Atlantic City Country Club, I identified a huge opportunity. The weddings market is unlike any other, and they didn’t really have a place to post about it. Their country club is historic, and majority of their Facebook audience included golf enthusiasts because of that. Those who were booking weddings wanted to see posts about the country club while it was completely transformed for their special day, while those who loved to golf there didn’t necessarily care about that. I created the Atlantic City Country Club Weddings Facebook page, reached out to photographers who had photographed weddings there, and worked with them as well as past couples who had recently celebrated at this venue in order to obtain user-generated content.

I stayed up to date with what people who were planning a wedding were looking for and was able to create an organic following. Congratulating couples, reposting vendor photos and videos, sharing wedding tips, and showing details of the venue were all part of this marketing strategy.

Social Media Platforms Used:

  • Facebook
  • Instagram
  • Twitter
  • Hootsuite
  • TweetDeck

Scotland Run Golf Club

Similarly to Atlantic City Country Club, Scotland Run Golf Club already had a following on their social media pages. However, they struggled with a fan-created location page being ranked higher in Facebook than their actual owner-operated one. This caused most of their fans to interact with the wrong page. I took the time to verify their real Facebook page and was able to merge all other fan-created location pages into the main one to stop this from happening. In just a few short weeks, social engagement skyrocketed.

While also part of Ottinger Golf Group, Scotland Run Golf Club ran similar promotions to ACCC. I named most of these events and promotions, wrote all copy on the graphics as well as the social media posts that went along with them. Most of these events were new at the time, so I also ran some paid advertising behind them to result in more bookings, reservations, and a bigger turnout.

Social Media Platforms Used:

  • Facebook
  • Instagram
  • Twitter
  • Hootsuite
  • TweetDeck

Scotland Run Golf Club FB

Scotland Run Golf Club FB2

Scotland Run Golf Club Weddings

Scotland Run Golf Club was a relatively new club, but it always had a pretty full wedding schedule. Much like Atlantic City Country Club, Scotland Run didn’t have a place of its own to consistently talk about this stunning wedding venue that guests raved about. I created the Scotland Run Golf Club Weddings page and used a similar strategy that allowed me to use almost all user-generated content. The wedding audience was different; they didn’t want to see stock photos or pictures taken from a pretend wedding in order to show off the venue. They wanted everything to be real. I posted pictures from staff to give their audience updates on their ballroom renovation, shared wedding tips, cake ideas, and so much more. Organically, this page accumulated several hundreds of followers in a few months, and weekend wedding dates were booked for the following two years.

Social Media Platforms Used:

  • Facebook
  • Instagram
  • Twitter
  • Hootsuite
  • TweetDeck

Scotland Run Golf Club Weddings FB2

Scotland Run Golf Club Weddings FB

Ballamor Golf Club

Also part of Ottinger Golf Group, Ballamor Golf Club was a little different when it came to their social media strategy. Before I took over their pages, their course manager posted about once a month, so their following was minimal. Because their club was not as popular as the others part of Ottinger Golf Group, the marketing team took a different approach which I translated online. Their club was quite small, so they weren’t able to host the type of events that the other clubs could, so it was determined that Ballamor was going to be heavily promotional and focused on affordable golf rates.

I began posting more frequently and posting things that encouraged engagement from their audience. With this new strategy, Ballamor’s social media pages slowly grew and had more people tagging, sharing their location, and commenting on their posts which helped drive awareness and sales.

Social Media Platforms Used:

  • Facebook
  • Instagram
  • Twitter
  • Hootsuite
  • TweetDeck

Ballamor Golf Club FB

Ballamor Golf Club FB2

Atlantic Medical Imaging

Working with a medical client was a new experience. Being able to create campaigns for tests that could help save lives was one of the most exciting parts. I worked closely with Atlantic Medical Imaging’s in-house Marketing Director to create the “Because 2 Are Better Than 1” campaign for Breast Cancer Awareness Month. During the month of October, if you went to AMI and got a mammogram, the AMI Foundation made a donation to fund a mammogram for a woman without insurance.

Our agency also put our heads together to come up with another unique campaign for AMI. When it comes to doctors, people are picky–and they have every right to be. They want to go to a doctor who specialized in what they need and who has tons of experience. So, we created the “Who Is Reading Your” campaign. We put radiologists’ faces up on social media regularly to show their audience who was reading their imaging exams and mammograms. We hoped it would make people more at ease, and it actually resulted in tons of previous patients commenting that they had such great experiences with that radiologist, which ultimately led to more patient bookings.

Social Media Platforms Used:

  • Facebook
  • Instagram
  • Twitter
  • Blogger
  • Hootsuite
  • TweetDeck

Atlantic Medical Imaging FB

Atlantic Medical Imaging FB2

Atlantic Medical Imaging FB3