Communications & Social Media Intern,
Baldwin Wallace Community Arts School
My junior year I served as the Communications & Social Media Intern with the Baldwin Wallace Community Arts School. A sub-organization of the Conservatory of Music, the Community Arts School aims to serve artists of all ages in the greater community surrounding Baldwin Wallace. I took the lead in launching several digital marketing projects for the Community Arts School, such as creating their official Instagram account and initiating CAS News, their email newsletter.
Overview
Prior to starting my internship, the Community Arts School had developed their own website separate from the Conservatory and posted frequently on their Facebook page. The first action I was tasked with was launching the Community Arts School's Instagram account and implementing a consistent posting schedule on all social media.
Organic Social
To ensure that we posted content frequently and consistently, I developed a content calendar and held weekly meetings to brainstorm content ideas. Using the tool Later, I organized the Community Arts School's photography, graphics, and stock images into a media library for social media posting. I would then plan out posts in Later weeks or months in advance, then write captions for each post.
For posts with a CTA, I created a Linktree with links to registration for classes, tickets for concerts, articles, and more which I put in the Instagram bio. My highest performing posts promoting class registration accounted for 20% of online conversions as seen through increased acquisition from Facebook links and Linktree.
E-Newsletter Launch
I was also tasked with launching the Community Arts School's email newsletter. To begin this process, I started by compiling some examples of e-newsletters from leading community arts organizations. Then, I presented these examples to the entire administrative staff focusing on best practices and strategies for our e-newsletter. I then created an e-newsletter template in MailChimp with the Community Art School's branding. To determine content for the e-newsletter we held bi-weekly content meetings, and I assisted with writing copy for e-newsletter content.
Monthly Analytics Reports
At the end of each month I developed an analytics report with key data from Google Analytics. I analyzed the compiled data and summarized it into a list of takeaways, then I used this information to formulate goals for the next month. I would then present this report in the Community Arts School's monthly all-office meeting.
The Tools I Used
