WVU Extension tasked Martin Hall Agency to promote the growth of West Virginia's hard cider industry. After conducting research, the account team targeted both in-state and out-of-state consumers with a desire for authentic experiences when travelling and discovering local businesses. They craved a "sense of place."
In order to connect with and inform the target audience, Martin Hall Agency created a trade show display, created new and expandable content for the WVU Extension website, published a social media campaign across multiple platforms, filmed an original short-form documentary, and produced print and digital materials to support existing and prospective entries to the state's hard cider industry.
Responsibilities as the Digital Director included managing the internal digital team's success during the execution of the website expansion, social media campaign, and email blast. Working closely with the Digital Media Specialist and Copywriter and the Media Planner and Buyer, we updated the WVU Extension website to include agritourism resources and information. In addition to securing agritourism its own subheading for increased website visibility, the team also created the website to be expandable for future information and resources. The Mailchimp email blast written by the Digital Media Specialist and Copywriter was sent to over 17,000 recipients on the WVU Extension mail list, and was published in tandem with the social media campaign across Facebook and Instagram managed by the Media Planner and Buyer. The team utilized the Google Suite, Adobe Illustrator, Mailchimp, Canva and Spark AR to execute the digital tactics. This aspect of the overall campaign required strong copywriting, accute attention to detail, graphic design and web design.
As of November, 2022, this campaign has not concluded. Metrics of success coming soon.
.png)
This campaign provided ample opportunities to strengthen my time management, teamwork, delegation, and client correspondence skills. As a capstone student, the elevated responsibilities challenged me to work more collaboratively and maximize the talent and strengths of my teammates. If I had the opportunity to advise myself at the beginning of the semester, I would recommend working together earlier and more closely across account teams to reach our mutual objectives.
As of 11/1, this campaign is still in progress and will conclude on December 7th, 2022.
