Vacation Inc Capstone
THE BRAND
Play-PKL is a woman-owned prestige pickleball gear company based in New Jersey. Play-PKL Founder, Heidi Block, launched the brand during the early days of pickleball's rapid rise in popularity. She noticed a lack of educational content, high-quality apparel, and American made gear available to enthusiastic new players. Thus, Play-PKL was born.
THE PROJECT
Our assignment is to select a small business, perform a social media audit, identify SMART goals, and produce a social media strategy. Through close collaboration with Play-PKL's Founder, we launched the brand's Instagram and Facebook pages, produced hifi and lofi content, and developed a 60-day content calendar.
THE TARGET AUDIENCE*
Generation X
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45-60 year olds
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Often with disposable income
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More free time
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Active, not athletic lifestyles
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Seeking community
*From internal brand data and research
GOALS
Build a community
Gain brand awareness
Create content
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Grow Instagram following from 0 to 20 in first 2 weeks
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Increase post engagement to 10 likes per post in first 2 weeks
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Reach an avg. of 50 views on Instagram Reels in first 2 weeks
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60-day content calendar
The Team
OUTCOME
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Instagram illustrated a 500% higher user growth rate than Facebook
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Instagram exceeded predicted metrics by 27%
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Sources of engagement reached beyond intended target audience / demographic
Megan Lee, Kendall Platt, Kate Errity, and Sara Brazofsky
Skills
Photography, Graphic Design, Art Direction, Short-Form Video Editing, Social Strategy, Analytics and Reporting, SWOT Analysis, SMART Goal Creation, Target Audience Research, Copywriting
Tools
Capcut, Canva, Hootsuite, Meta, Adobe Photoshop
The Content
sample feed
reel #1
reel #2
