Social Media Campaign

Points of Pride

2024 New York School Public Relations Association, Award of Honor, Social Media

Research

To ensure content was meaningful and impactful, we conducted research by engaging directly with administrators and department heads. Their input helped identify key milestones, student and staff achievements, and community contributions across academics, arts, athletics, and service. Stories not featured in the campaign were still made accessible via a full list on the district website, linked through a QR code on campaign materials.

Planning

Following the research phase, we created a strategic rollout plan highlighting a range of achievements—from academic and athletic success to cultural and community initiatives. Each #PointOfPride post was timed to align with key district events, including the Budget Vote Expo, to maximize visibility and impact. The campaign also reinforced the value of public education investment, with printed flyers provided to administrators for use at community events during budget season.

Implementation

The campaign launched with daily #PointOfPride posts across X, Instagram, and Facebook, featuring compelling stories, engaging captions, and eye-catching visuals. Posts were strategically timed for peak engagement and aligned with key district events to enhance visibility. Supporting materials, including flyers and web banners, were shared on the district website. A multi-platform approach ensured broad community reach, while the Board of Education amplified the campaign by showcasing featured achievements at monthly meetings.

Evaluation

To measure the success of the Points of Pride campaign, we analyzed social media metrics, audience feedback, and overall engagement. Insights from this data helped identify which content resonated most and informed strategies for future campaigns. Notably, the May 21st Instagram post achieved an estimated reach rate of 18.21%—well within the industry average (10–20%) and near the upper limit—indicating strong visibility and effective audience engagement.