Project background
I was hired as The Royal Parks’ first dedicated social media manager in November 2020. At this time the Parks were key to the capital’s mental and physical health – spaces locked-down Londoners could escape to for exercise, to spend vital time in contact with nature and meet friends and family safely in a distanced outdoor setting. This put unprecedented strain on the Parks at a time when the charity’s income was also hit by pandemic restrictions. The onus was on TRP to communicate a wide range of messages clearly and in a truly human voice.
Key Achievements
Complete oversight & responsibility for 13 channels of social, from corporate-level strategy to community management
Defined the social strategy and content for wider comms campaigns
Crisis management for a number of high-profile incidents, advising Directors on strategy & executing
Worked with the Brand team & external agency on complete redefinition of the TRP brand architecture
Built a network of staff content creators to bring each location to life in the pictures and words of the people who run them, moderated & interpreted via a central editorial voice
Developed the Parks' video offering - scripting & commissioning agencies for larger work as well as shooting & editing simple social-only films
Created series of test-and-learn paid social fundraising campaigns as well as supporting Events team with regular, highly successful, paid social advertising
Final results
Increased social output by 60%, Instagram engagements by 121%, doubled the Instagram following to 40k in a year and increased the engagement rate across all platforms by 14.6%
