One Health | Organic Social
Dear website visitor
Please note that this is a case study for my assignment in the CareerFoundry digital marketing course. One Health is a fictional company created for this assignment.
To gain practical experience, I ran a social media campaign as if One Health were a real business.
Please, feel free to download the entire case study for a more in-depth look.
The Client
With over 50 years of experience, One Health, a general hospital in New York City, offers a range of diagnostic and therapeutic services. Recognizing the emergence of new health trends in recent years, the hospital now seeks to expand its services to include telemedicine.
The Callenge
One Health’s leadership wants to leverage their new digital service for online consultations. They aim to:
- Transform the hospital into a leading health
subscription service. - Establish a strong reputation as a digital healthcare provider.
- Become a top brand for everyday
health needs.
The Solution
I developed a robust, cohesive social media marketing strategy for our client, One Health. I created target personas, analyzed competitors, and created a multi-platform approach with diverse content pillars. The goal was to increase brand awareness and expand the customer base.
With the newly created brand guidelines and design templates, I helped create a harmonized and professional look of the brand on all platforms.
Key Deliverables
My key deliverables included the following:
- Four target personas
- Competitor research
- A multi-platform strategy for Facebook, Instagram, and Twitter, targeting primarily millennials
- Content pillars for our social media posts
- A detailed content calendar for four weeks
Below are screenshots of content strategy, content pillars and some published posts on Instagram.
Key Deliverables: Brand Guidelines
To ensure consistency across social media platforms, I expanded upon the provided brand guidelines. The following are included:
- Logo guidelines. Proper usage and examples of
improper usage. - A color palette, with primary and secondary colors.
- Typography guidelines with the primary and the
secondary font. - Image guidelines
Key Deliverables: Social Media Playbook
To ensure consistent and effective communication across social media platforms, I created a Social Media Playbook. This playbook includes a Social Media Response Guide, an Internal Response Process, and Community Management
Best Practices.
Please feel free to check those documents by clicking on the links in the above paragraph.
The Results
As mentioned earlier, One Health is a fictional company created for this assignment. However, I ran the organic social media campaign for one month, and here are the results:
Facebook Performance:
Post reach: 14, Post engagements: 25, Reactions: 23,
Link clicks: 2
Instagram Performance:
Engagement: 10, Interactions with posts: 67,
Interactions with reels: 2
Important Learnings
Upon completing this project, I learned new skills and deepened my existing knowledge in the following areas:
- Outlining a marketing strategy is crucial and should be done first.
- Planning content ahead of time is key and can inspire visual design later.
- Target audiences should guide our post-creation process. Copy and visuals should consistently reflect our brand throughout platforms.
- Posting daily on social media is crucial for success.
- A social media playbook should guide how we communicate with our audiences and address customer issues behind the scenes
