Social Media
MONTHLY BRAND AWARENESS CAMPAIGNS
Every month, I meet with Camp Bow Wow’s Digital Marketing Specialist and plan out a month’s worth of social media content that is provided to the entire franchise system via Camp Bow Wow’s social media management tool. This content is provided to ensure a consistent posting schedule and bolsters brand awareness, assisting in Camp Bow Wow’s marketing efforts. Camps are also encouraged to supplement this general content with their own localized posts, such as showcasing their specific Campers, activities, and promos.
This monthly content contains anywhere from 12-18 posts that are determined by metrics, marketing initiatives, seasonality and holidays, and current social media trends. The digital team and I review performance, engagement, and reach of our previous posts and use these analytics to drive the following month’s content. In conjunction, we work closely with our marketing teammates to release content that is in line with our company-wide goals.
I’m proud to report that with over 800,000 followers across all social media platforms, Camp Bow Wow consistently surpasses the industry-standard engagement rate of 2%, averaging 5% engagement across all platforms.
Our Best Performers
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Our Best Performers 〰️
CAMP BOW WOW’S SOCIAL MEDIA GOALS
Promote: These posts are intended to educate viewers on Camp Bow Wow’s services and their benefits. Local Camps also use these types of posts to inform viewers of offers, promotions, and events. This is how the brand educates the public on all things Camp; the posts plant the seed of CBW in a person’s mind so when they need a Camp’s services, they are aware of Camp Bow Wow and turn into a customer.
Share: These types of posts position Camp Bow Wow as the dog experts. They’re used to share relevant news, tips, and factual information with viewers, whether they’re Camp Bow Wow customers or not. These posts help establish trust with a viewer so when they need a Camp’s services, they are aware that Camp Bow Wow is educated and wants the best for their pup.
Entertain: This is where cute dog photos fall, and everybody loves those! Although, these posts are more than just a cute picture or a funny meme; these posts get viewers to stop scrolling and pause, all for our content. These posts, much like promote, also plant the seeds of CBW in people’s minds so when they need a Camp’s services, they are aware of Camp Bow Wow. Although the approach and content of promote and entertain are vastly different, brand awareness is their common goal.
Promote, Share, and Entertain
DATA-BASED DESIGN RESULTS
IN BETTER PERFORMANCE
No matter the type of post, you’ll find that each one embraces the Camp Bow Wow brand through and through, but what you might not know is that each piece is designed with analytics at the forefront. Performance metrics are used to determine what’s working well and what isn’t and influences the next month’s set of materials. Throughout the years, we have learned many things through these metrics and has allowed me to tailor my designs to create more effective marketing materials for CBW. Data-based design has yielded in better performance for Camp Bow Wow, resulting in increased interviews which means more traffic, and money, through the door.
The light blue color performs the best, so that color is often the star in the design. But I’m careful to not overdo it and make everything bleed together, I strategically incorporate other colors as well.
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More recently, working alongside the digital marketing specialist, we’ve learned post copy is great to provide further context to the post. This was a great insight because we know dog pictures get people to stop scrolling and we could allow the images more space on the design. Limiting text on the design lets us grab people’s attention with an alluring hook.
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Large breed dogs perform better with Camp Bow Wow’s Instagram following while small breed dog perform better with their Facebook audience. This allows me to optimize posts for each platform to maximize performance and reach.
