INDUSTRY PROJECT
For my industry project, my original plan was to create, implement and analyse a content plan for Movement Wicklow, a women’s only fitness studio in Wicklow Town. Having struggled to access the necessary resources to get this project off the ground however, I decided to change tact.
Since January I have obtained two working marketing roles which I subsequently decided to include as part of my industry project. By taking a more holistic review of my work experience over the past few months I hope to demonstrate that I have achieved some of the objectives set out in my original project proposal.
I will combine the work I progressed for Movement Wicklow with the additional roles outlined below:
Content Marketing Support - UCD School of Nursing and Midwifery - a successful nursing school at Ireland's largest third-level university.
Digital Marketing and Sales Support - The Production Company - a full-service video production company in Dublin.
INDUSTRY PROJECT: movement wicklow content plan
objectives
Outlined below are the objectives of my original project proposal. In the subsequent sections I hope to demonstrate how I achieved some of these, despite changing the format of my project.
#1
Build a suite of videos that can be pushed out through Movement Wicklow’s social media channels that tell the story of the business and the offering.
Develop confidence using Capcut and video editing software to create social media content.
GOAL
#4
Create content schedule featuring video content (for social media) and blogs (for website, CRM, social media).
Understand how to create a user-friendly content calendar for a business.
Practice analysing content performance through use of analytics and metrics.
GOAl(s)
#2
Build a blog on Movement Wicklow’s website where regular content can be published.
Practice creating SEO friendly blog content and improve my understanding of website SEO.
GOAL
#5
Investigate social media scheduling tools.
Build knowledge of scheduling tools for social media.
GOAL
#3
Research key topics and release one blog per month
Practice using key word tools to create content.
GOAL
Hover of each objective to find a corresponding "Goal." The goal represents what I wanted to achieve on a personal level with each task .
MOVEMENT WICKLOW
I created a content calendar for Movement Wicklow so that regular, repetitive content could be scheduled in advance, freeing up the business owner to focus on running the studio. I used Excel to create a calendar that would contain all relevant information and be easy to interpret for multiple users. I then began the process of creating the content itself. Using footage captured in class, I created a suite of static and video pieces in Canva and Capcut respectively. I created a shared online folder which could be easily accessed from the content schedule.
The final step was to investigate scheduling tools. I established Meta scheduler would be most suitable given Movement Wicklow predominantly uses Facebook and Instagram to connect with customers (both owned by Meta). In taking advantage of schedulers, this would allow the business owner to schedule activity in batches, in advance.
UCD
Although my role at UCD is varied, one particular campaign I decided to focus on for my industry project is the development of a suite of Instagram assets for UCD's School of Nursing, Midwifery and Health Systems (SNMHS). The campaign purpose is to promote the school's undergraduate programmes in the run up to CAO late applications and Change of Mind deadlines.
My role involved single-handedly planning and conducting a series of interviews with students from the school’s undergraduate courses. By featuring existing students, discussing their real experiences at UCD, the intention is to connect with those considering their options for September. Regularly posting organic content on the SNMHS Instagram page will ensure Instagram’s algorithm considers the profile favourably and our visibility should improve in the run up to key deadlines.
I worked with the Marketing Manager to agree the project’s look and feel and used this information to establish a suitable set-up for the shoot(s). I carried out a series of tests (sound/ lighting etc), consulting the manager throughout the process. I recruited participants, managed the interview schedule, finalised questions and topics, before conducting the interviews themselves.
The interviews to date have gone brilliantly and throughout the process I have found my confidence only growing. This campaign has really developed my video creation skills which was particularly important to me. I can already see my abilities developing as I learn more about the capabilities of Capcut, and I’ve been really enjoying the editing process.
THE PRODUCTION COMPANY
My role at The Production Company (TPC) is focused on lead generation. Although the company has a healthy immediate pipeline, in order to futureproof itself they want to build a more robust client base. Initially I have been involved in improving their online visibility, working with the business owners to implement both structural and SEO changes to the site. This will ensure TPC stands out against its competitors and doesn’t miss key opportunities to gain new business.
The role has definitely put my digital marketing skills to the test. SEO is a concept I’ve always wanted to understand more, albeit out of my comfort zone. Initially when looking at TPC’s website, for which they use Wordpress, I felt anxious about asserting the little knowledge I had in the area. I started small by conducting a website audit, and quickly saw that there were some areas in which I could immediately apply my learning. Basic things like H1 tags and image alt-text were not in place and there are elements of the site structure that I felt could be improved. Although hesitant to make suggestions at first I have been pleasantly surprised with how positively they were received. This gave me the confidence boost I needed to start implementing changes and as time has progressed, I feel more confident navigating a website and in my understanding of SEO. I find myself looking forward to reviewing the site performance in a few weeks’ time to see if our positioning has improved and if site traffic has benefited.
objectives: THE REVIEW
Below I have broken down the objectives I feel I have or have not achieved as a result of the above mentioned projects.
Goals I feel I have achieved as a result of these projects:
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Develop confidence using Capcut and video editing software to create social media content.
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Understand how to a create user-friendly content calendar for a business.
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Build knowledge of scheduling tools for social media.
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Improve my understanding of website SEO.
learnings
The past few months have allowed me to exercise my content creation and digital marketing muscles, as well as providing some less-tangible learning. Three key things I feel I’ve taken from the project are:
Stakeholder engagement – Taking into account the struggles I had getting my original project off the ground, it has highlighted the importance of having proper stakeholder engagement to ensure that work can be delivered effectively. This is something that should be established from the start. It has also re-emphasised the importance of understanding a business’ value propositions when implementing effective marketing.
Being an idea “borrower” – Throughout the process of creating content I see now that it’s OK to get inspiration from other sources, rather than constantly trying to reinvent the wheel. Taking inspiration from brands that you admire or even competitors can be a great tool for kickstarting your own creative process without making you a “copycat”.
Don’t think, just do – The most significant thing I’ve learned overall is the importance of simply making a start. Although I’ve project managed content creators, videographers and digital marketing teams many times throughout my career, I’ve never implemented the work myself so the past few months has involved many new skills. As a result, I experienced anxiety during each project listed above, and a lack of confidence has caused me to procrastinate in the past. That said, having moved slowly through each project, I have already seen my skills develop and can feel my confidence growing as the benchmark of what I feel capable increases. It’s made me see that in just taking the first step, whatever that entails, will lead to the next, and the next, and before I know it, I’m doing the things I was scared to do a few short weeks prior. Being able to apply my skills, see them take effect, solve problems, learn from mistakes and carry on has boosted my confidence and makes me feel excited for what I can achieve if I just keep going.
Taking this time to look back on what I’ve achieved over a few short months has been really beneficial as it’s made me realise just how much I’ve already been putting into practice. Seeing even small campaigns go live and watching the interactions roll in has made me realise that every project can be treated as a learning experience, rather than an attempt to get things perfect. This has been refreshing and is changing the way I approach my work. I look forward to carrying on building my portfolio and my confidence and feel excited about where I could be this time next year.