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Osceola County
ABOUT
The Communications Office of Osceola County is responsible for managing the overall communications program for the Osceola County Board of County Commissioners, both internally for employees and externally for the citizens of the community.
PROBLEM
In August 2023, the Communications Manager at the Communications Office left the department and the Director of Communications needed immediate assistance in sharing content across Osceola County's social channels. She also wanted to optimize the type of content being shared across the brands' social channels.
SOLUTION
Provide immediate relief to their team by scheduling timely, prepared content from their team to their channels for the first month. Then, build an organic social campaign strategy that will level up the current content being shared and stand the test of time and trends.
IMPRESSIONS
↑27.9%
ORGANIC ENGAGEMENTS
↑45.7%
ENGAGEMENT
RATE
7.8x
GOALS WERE CRUSHED
What were the
needle movers?
01
Incorporate Strategic Plan
Analyzing the Osceola County Board of County Commissioners 2023 - 2028 strategic plan for Osceola County, four initiatives were identified. I incorporated those initiatives into four key pillar social topics to ensure the future content created from our team would be in line with stakeholders' goals and be relevant to residents.
02
Story First, Trend Second
With the strategic pillars laid out and the client's goal of leveling up the type of content shared on their social channels in mind, I worked with the marketing manager overseeing the account to make sure that the trends didn't overshadow the message or story we were trying to convey. We focused on creating content more digestible for each audience across Osceola County's social channels.
03
Collaborate With Key Partners
As Osceola County has more than 15 departments that help the county run, alongside nonprofit and community partners, an additional social pillar category was created to highlight the partner news and announcements. That way, residents can see that Osceola County as an entity is collaborative and connected to its community.
04
Share Employee Interest Stories
Municipalities can seem like faceless corporations to residents. So it was important to me that we created a second additional social content pillar on the people behind departments helping Osceola County function, bettering the lives of its residents.
FROM IDEATE
TO CREATE
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