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TubesToday
DMAW Competition
Social Media Manager Intern
Winter 2024
As the first company to bring convenient, same-day ear tube placement surgeries to families in central Virginia, how can TubesToday revamp its social media presence to engage parents, physicians, and the community? Through in-depth industry, competitor, consumer, and SWOT analyses, I developed a comprehensive social media strategy, calendar, and content library designed to elevate brand awareness, drive web traffic, and increase surgeries booked throughout 2025.
DMAW Competition
Spring 2024
ASK:
Revitalize TubesToday's inactive social media presence to increase awareness, drive web traffic, and increase surgeries booked within the target markets of young parents, grandparents, and parent online communities in 2025.
STRATEGY:
Implement a mix of promotional, educational, inspirational, and entertaining content, with eye-catching, clean visuals and copy that resonates with busy parents. Diversify content between photo and video formats, and use hashtags, location tagging, and weblinks on Instagram and Facebook platforms to increase reach within the target market.
RESULTS:
BEFORE:
AFTER:
- interactions on Facebook by 66%
- engagement rate on Instagram by 20%
- organic reach from 0 to 294 on Instagram
- organic reach from 12 to 47 on Facebook
- Facebook video views from 10 to 66
- Instagram reel views from 0 to 396
In 4 weeks, increased:
Delivered a year-long social media content calendar and content library. After 4 weeks of implementation, interactions increased by 66%, engagement rate by 20%, and 345 accounts were reached organically across key platforms.
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