During my time as a Content Specialist for The Ivy Group, I worked on client accounts in a variety of capacities. I composed blogs, social media posts, website copy, and oversaw paid ad campaigns. Through working on different accounts across diverse industries, I flexed my skills in adapting tone and voice to the channel and audience.
Client Blogs
One of my favorite accounts to write for was Camp Friendship, as I had been a summer camp counselor myself for two years. I could draw on my own firsthand experiences to produce camp-centered content.
Branchlands is a full-service senior living community in Charlottesville, Virginia. For their account, I wrote an article concerning the medical risk of falls for seniors, conducting an interview with Branchlands personnel for firsthand information.
A large part of my role was producing content for The Ivy Group’s own portfolio. In one project, I compiled notes about smartphone video tips and optimized them as a blog.
Client Social Media
My most active day-to-day-work for The Ivy Group was on the side of client social media.
Pioneer Bank
We found that posts featuring photos of employees and customers performed especially well for Pioneer Bank (headquartered in Harrisonburg). These kinds of posts are a main underpinning of the organic reach.
Branchlands
We saw a strong organic reaction from Branchland’s post requesting letters for their residents during the times of quarantine.
We also ran a paid campaign on Facebook to increase the reach of Branchland’s ‘Fall Risks and Recovery’ blog. It resulted in 123 landing page results. Google Analytics revealed that the average time on page for reading the post was 3:53. This was great – it’s a long blog, so we wanted to keep people engaged.
Chiles Family Orchards
Carter Mountain Orchard, with 71,000 followers, was the largest account I produced content for. Much of our planned content for the spring of 2020 had to be cancelled or postponed due to the outbreak of COVID-19. So, we changed gears to manage their social media presence during the turbulent times.
Ivy Group Internal Promotion
My role also covered management of The Ivy Group’s own social media channels. I conducted hashtag research, wrote copy, and scheduled posts to go live at optimal times through the Hootsuite content management platform.