SOCIAL MEDIA MARKETING — GRANITEROCK
Objective: Both of the feeds are screenshots from when I interned at Graniterock. My goal for the Instagram account was to drive a high rate of engagement while also bringing a more vibrant feeling to the overall feed.
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Feed Structure: Incorporation of both heavy machinery and our people, while also adding in graphics into Graniterock's Instagram (graniterock22). Research shows that the faces of people are much more likely to increase engagement. All photos were also cut to fit into the 4x4 square matrix that Instagram provides, this helped to take up most of the audience screens when viewing, as a consequence leads to higher engagement.
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Photography: Having a photo database of professional photography of machinery and our team members. Through the Graniterock app, my team also encouraged employees to submit their own onsite photos. This way we have a database of photos to post that feature their work and we can do a shoutout!
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Colors: I focused on a bright feed that highlighted the brand colors of orange and dark green.
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PERSONAL IMPACT
During my time as a Marketing Communications intern at Graniterock, I helped curate the month-long content calendar for all 3 of our social media channels including Instagram, LinkedIn, and Facebook.
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I helped develop a strategy each month to make sure we were posting content that each platform was looking for. I learned that it was important to understand the type of content that your audience craved from each platform. For example, our Instagram content received the most engagement when it was 4x4, a photo of a person or heavy machinery, relevant hashtags, and a short but creative caption like a small fun-fact or announcement. By posting consistent photos like these, engagement grew by over 30% on each post in just 1 month. After reaching 12K followers after 1 month of my internship, I developed a giveaway campaign to continue the momentum of growth. The first giveaway had 100+ entries and was one of our most engaged posts ever! Throughout the duration of my 4-month internship, I focused on our social media strategy and ways to exponentially increase following and engagement. At the end of my time with Graniterock, I was able to grow our followers by 3000+ and reach 16K followers.
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The formula for growth on LinkedIn was slightly different, but I learned that the content our audience wanted on that platform was shortly written paragraphs that told Graniterock's history, talked about its values in the construction industry, or commemorated one of its employees. Using posts like these, I was able to see an average of 100+ likes and 5 comments, as opposed to posts that received little to no engagement because they didn't provide value to our LinkedIn community.
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Speaking of community, Graniterock's Facebook is a very community-oriented space! Because of the nature of Graniterock's business is heavily involved in the local community, it has very close ties to the local people. We often hosted events like Rock N Run, Algebra Academy, and various fundraisers for schools and charities within the community. I learned that by posting photos of what Graniterock was doing in the community (ie. new pavement on a busy road, charity event for a school) our engagement doubled as a result.
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CONTENT STRATEGY
Color Palette
Before After
1. Graphics: As I curated the content calendar, I made sure I carefully mixed in a combination of graphics throughout the feed. The goal was to have eye-catching graphics that were captivating and educational for our 16,000 follower audience.
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2. Colors: I edited all photos on Adobe Lightroom where I adjusted the color scheme to accentuate the saturation and vibrance of green and orange colors of Graniterock.
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3. Videos: Added video content on the feed which is also proven to increase engagement on posts.
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4. Collages: 3 lines of the feed grids have collages
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GRAPHIC DESIGN
Internal Communications:
I designed 1st graphic for an annual event within the construction industry called #ConstructionAppreciationWeek. I showcased a diverse group of employees from a variety of different construction jobs.
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The 2nd graphic was to send a message throughout the company of great appreciation and to honor those team members that had been with Graniterock for over 40 years.
Employee appreciation is an essential part of the communications team at Graniterock.
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STORY HIGHLIGHTS
Prior to joining the team, @Graniterock22's Instagram account did not have matching story highlight covers yet.
I wanted to create cohesive highlights that embodied the values of Graniterock as well as maintaining the brand colors in order to improve click rate!
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I used onsite pictures from our asset library, blurred the background, and placed a single orange icon with white outlines on the front.
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CAMPAIGNS
"ORANGE IS THE NEW HEALTHY CAMPAIGN"
A month-long internal campaign that promotes healthy living for the Graniterock staff.
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The graphic depicts a construction man with a safety vest and hard hat with our logo on it! The graphic also seeks to encompass all the aspects of a healthy and balanced lifestyle.
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Since Graniterock usually attains its graphics for this particular campaign outside of our marketing department, I wanted to try to design the campaign graphic myself, to reduce vendor costs.
My manager ended up loving the design and we used this graphic for the entire campaign + on all of our internal emails!
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'MYROCKTALK' APP
One of the big projects I was able to work on as an intern was the Graniterock 'Rock Talk' app. The app was created a year before I was a part of the team, as an internal tool to connect Graniterock's employees.
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Our team worked with developers to create a smooth UX experience to consume and have all the GRC content in one place. The goal was to have 50% of the company registered on the app by the one year mark.
While I was there, I worked with my manager to devise marketing campaigns that would incentivize employees to join the app. We created different giveaways based on different departments. For the construction team, I thought about prizes they would want in their everyday life. Since we had a wide variety of snapbacks and sweatshirts, I was able to curate giveaway baskets with our merchandise, and this way we got a large percentage of people registered.
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Once registered, the goal of the app was so employees could post pictures on-site, updates on trucking schedules, and overall bring the community together in an interactive way through one social application. By the end of my internship, our team reached the goal of registering 50% of people on the app!
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LOGO DESIGN
For the Communications, Community, and Sales Support team, I was asked to create original logos for a new internal rebranding. I designed these using Canva and our color palette.
The designs were then voted on between team members!
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JOB POSTINGS
I helped design the art for the new job posting!
These graphics were done on Canva and used on LinkedIn when new job opportunities opened up along with the job descriptions that led to a 65% increase in clicks to our careers page!
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PRESS RELEASE
I wrote a press release for the 10th annual Bruce W. Woolpert Algebra Academy that took place in our corporate office.