Director of Public Relations for American Marketing Association — UF Chapter
Throughout the past year, I’ve had the privilege to serve as the American Marketing Association UF Chapter’s Director of Public Relations. In this role, I was mainly responsible for designing graphics, creating captions, and scheduling/posting these on AMA’s Instagram.
OVERVIEW
Over the 6 months I was in charge of AMA’s Instagram, we saw approximately:
12% increase in followers (+173 new followers)
136.5% increase in accounts reached
137.9% increase in engagement
30% average non-follower views on posts
30 total new posts
2 new pinned posts
HIGHLIGHTS
1. Pinned Posts
Prior to my leadership, there were no relevant pinned posts explaining what AMA is, what it offers, how to join, or any type of semester event schedule. I instantly recognized this and designed two posts to achieve these objectives.
PINNED POST #1 - ABOUT AMA
PINNED POST #2 - AMA’S EVENT SCHEDULE
2. Aligned Feed
OLD FEED:
Rarely any posts that are not informational
All informational posts use a template
Portrays a clean, professional vibe rather than the fun, welcoming vibe that AMA wishes to portray
NEW FEED:
Lots of format variety (graphics, reels, carousels)
Lots of content variety (GBMs, recaps, spotlights, trends, etc.)
Aligned portrayal of AMA’s brand
Generous use of bright color & gradients
CAMPAIGNS
GBM (General Body Meeting) Announcements
The biggest objective our Instagram aims to achieve is to spread the word about our GBMs, inform viewers about details, and encourage viewers to attend. Throughout the semester, I created 9 graphics related to AMA’s GBMs.
Campaign Results (relevant KPIs):
9 posts
20K+ views
7.2K non-follower views
11.6K accounts reached
319 profile visits
TOP 3 PERFORMING POSTS
4,747 views
70.1% non-follower views
3,225 accounts reached
61 post interactions
130 profile visits
3,188 views
43.3% non-follower views
1,742 accounts reached
97 post interactions
69 profile visits
2,244 views
41% non-follower views
1,243 accounts reached
72 post interactions
20 profile visits
2. Summer Spotlights
This campaign was done with the goal of remaining top of mind for members and keeping engagement up even when everyone was away from school. 11 total posts were created for this campaign.
Campaign Results (relevant KPIs):
11 posts
8K+ accounts reached
11K impressions
422 accounts engaged
TOP 3 PERFORMING POSTS
1,205 accounts reached & 57 accounts engaged
1,209 accounts reached & 48 accounts engaged
925 accounts reached & 44 accounts engaged
3. Marketing Week
Each semester, AMA has an entire week filled with events like guest speakers and workshops, which is called “marketing week”. These posts were designed with the goal of reaching as many people as possible and informing them of the details for each event. I designed 5 graphics and posted 3 times throughout the week.
Campaign Results (relevant KPIs):
3 posts
6K+ views
31% avg. non-follower reach
3.5K accounts reached
159 total interactions
