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7/6 ~ Our final highlight reel post was a compilation video of the other team members involved in our magazine’s creation and content, that don’t have anything published in our first issue.

We made this into a longer IGTV video and used a text image of a piece submitted by our project liaison officer Anahita to symbolise/summarise our project experience during the pandemic. It’s important to have relating images and texts when posting so everything has an obvious link and connectivity. It’s also just a great piece that deserves recognition!

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Instagram highlights ~ ISSUE 1 LAUNCH

we compiled all of the stories posted by both ourselves and followers into one big highlight to encourage longevity for our first issue’s content and engagement.

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5/6 ~ sixth highlight reel posted by Chrysel - contributing writer and member Grant Redgen.

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5/6 ~ fifth highlight reel, posted by myself - my own pieces and video.

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A few screenshots of our posts on Facebook copied from our Instagram.

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4/6 ~ fourth highlight reel posted by Chrysel - prod. team member Alex Mackellar.

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4/6 ~ our third highlight reel post posted by Chrysel - contributing writer and member Jack Walsh.

screenshots of my conversation with Chrysel planning out this post.

we decided to post twice for the rest of the week to increase our activity and share as much content as we could - there was so much after all!

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3/6 ~ second highlight reel post posted by myself - contributing writer and member Jack Bell.

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2/6 ~ Our first highlight reel posted by myself ~ Grace Yap’s artworks and bio. We felt this was a great first post as it’s by a member of our team who was heavily involved in the magazine’s creation and success. She also had two beautiful artworks accepted and deserved recognition and celebration. We received great response and engagement from this and because it is an interactive GIF, we feel it was the perfect first post for our highlight reel to arouse curiousity and interest.

Call to action ~ an incredibly important part of social media success and marketing. It is to this day still one of the most successful modes of audience/customer participation as it leaves people feeling responsible and relied on for our brand success. If we have successfully created an intimate, honest and open relationship with our followers, they will feel obliged to respond equally as such.

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SOCIAL MEDIA STRATEGY - CALL TO ACTION - DIGITAL MARKETING SUCCESS I did some further study on how to engage and encourage our target audience for the launch of our magazine and future submissions/issues. Reading through Constitutive marketing Towards understanding brand community formation, I learned that there are different codes and roles of advertising in brand experience, and that it does not exist without rhetoric or ideology. It has it’s own discourse that will be communicated with each post and interaction. For scratch that magazine, we wanted this interaction to be creative, exciting, thought-provoking, interesting and supportive of local creatives much like ourselves. This is why it was so important to be transparent and open about our process creating the magazine and showcasing our hard-working team members to show our followers that we are just like them - we know the struggles and processes of being a creative, especially during this global pandemic. Thus, we encourage a safe space for creatives to submit their work and read through - to be inspired by the content published and submit to future issues. Through this strategy of calling our audience to ‘click the link in our bio’ and relentlessly posting and re-posting contributing members both within and outside the scratch that team, we are creating an active online COMMUNITY - and it turn, an active digital marketing identity that will only grow in time.

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OFFICIAL LAUNCH

LAUNCH DATE! 1st June.

The magazine is live and looks amazing! I’m so proud to be part of such a dedicated team and project. We organised an official post for tonight and will start the highlight reel tomorrow.

It also feels amazing to have two of my own written works officially published! I am over the moon. To have achieved my artistic key goal of understanding the submission and publication process has boosted my confidence as a professional writer immensely, and I’m actually excited instead of scared to submit more of my writing elsewhere!

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Screenshots of post brainstorming for our magazine launch week! After conversing with Rohan and other team members and of course Chrysel regarding how we were going to create hype around the launch, we decided to lengthen it out to a week for posting - a highlight reel of sorts with videos from our team members. We wanted to showcase our teams hard work and creativity and also the content people should expect from our magazine!

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30/5 ~ Team takeover with Alex. Posted on Facebook and Instagram according to posting schedule. Average engagement/views.

Due to the consistency of our posts this week, we managed to maintain and slightly increase our follower count and profile views.

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26/5 ~ Team takeover with Gabby.

We posted the announcement the night beforehand as usual, with the post design sent to us in advance. Posted to Facebook and Instagram with average engagement and views.

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24/5 ~ Amy’s team takeover which was shared on both Facebook and Instagram according to post schedule. Good response overall and we did notice an increase in engagement with a few more profile visits, new followers and older posts liked.

There was a slight delay with this post ~ It still went well and even though the announcement was posted the morning of due to a name change in the post, we still received average amount of views.

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Team takeover planning

I put a call out to see if anyone would be willing to perform a team takeover to continue worthwhile activity on our social accounts. This is important for when we launch our magazine as it will increase likeliness of interaction from our followers both current and future. By consistently producing worthy content related to our magazine content, we encourage a healthier algorithm and brand identity.

We received a good response from our team and have a variety planned for the coming week. I contacted the prod. team and felt these were planned much better than previous ones as the prod. team had more time and notice to create the content for us.

Subsequently, Chrys and I were able to plan out our socials posting schedule according to this response and had much less stress on our shoulders.

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Today I planned a team takeover for myself, to show our followers one of the managers of our socials team and give another face to our magazine.

I communicated this with Chrys and the Prod team the night before as it was decided quite quickly, I didn’t want to place any pressure on anyone to supply me with posts so I created them all myself and worked to match with the socials style and theme already for previous takeovers, whilst still making it an individual and unique experience.

I believe it went really well and by sharing it to our Facebook Story this time, our engagement increased (even if it was only slightly, by having activity on both pages equally and consistently, we should appear more in our followers or recommended feeds)