About Easterseals UCP

Easterseals UCP is one of the largest social service nonprofits in North Carolina and Virginia with more than 2,000 employees operating 20+ programs. They are dedicated to helping children and adults living with disabilities and mental health challenges.

Project Overview

Eastersals UCP’s social media channels lacked a clear content strategy. The brand had low awareness, lacked visual identity and had minimal presence on social media. It was in desperate need of a social media audit and overhaul. I was tasked with establishing clear social media brand standards, a style guide and content strategy that would increase brand following and engagement.

I began by conducting a social media audit, audience and competitor analysis for the main social media channels; Facebook, Instagram, LinkedIn, Twitter and YouTube. I drilled down on segmented audiences, demographics and common interests of our follower base. After that, I researched the strengths and weaknesses of the nonprofit’s digital presence. I identified top competitors amongst healthcare and social services brands and brainstormed potential opportunities for the future.

After initial research, I established content pillars, conducted hashtag and keyword research, and established a social media style guide that emulated Easterseals UCP’s brand vision. This social media style guide later served as the source of truth for all digital content and influenced the user interface design of Easterseals UCP’s redesigned website.

During the process of empowering Easterseals UCP’s social media presence, I discovered that the brand needed an upgraded social media profile picture. I designed a simple and clean secondary logo to serve as a condensed graphical element on all social media channels. This design was an effective way to maintain consistent brand unity across all screens and dimensions. The logo was versatile and it became the site icon of the new website.

Social Media Engagement Strategy

After establishing the brand’s visual identity and standards for social media, I implemented an organic engagement strategy, tracked data and analyzed results. I created a research-based content cadence and monthly calendars for the brand. Then, I designed content using the social media style guide. I created and scheduled keyword-rich content in cross-promotion with Easterseals UCP’s monthly marketing campaigns in order to increase engagement from new and existing users in our audience base.

Impactful Storytelling

My engagement strategy generated content that was authentic and spoke to the interests of our target audience. Our target audience thrives on philanthropic content. Through ethical, impactful storytelling about the lives of the people we serve, the brand was able to better connect with users on a personal level. I began posting motivational content each Monday containing a quote and a story snippet from individuals receiving services through Easterseals UCP.

Outcomes

This project yielded long-term, successful results. The social media overhaul became a catalyst for a complete brand revisioning across the organization. The social media style guide influenced the creative look and feel of other digital marketing assets as well as traditional print material. Clear branding and successful social media strategy yielded an increase in brand awareness and overall better connectivity between Easterseals UCP, stakeholders and target audience.

By The Numbers

• Increased average engagement across all channels organically by 35%
• Increased impressions across all channels organically by 48.4%
• Increased engagement on Instagram organically by 200%

Created as part of my role as Digital Media Coordinator at Easterseals UCP (2021). All rights belong to Easterseals UCP, now Easterseals PORT Health.