My Responsibilities: Social Media Strategy. Content Strands Development. Paid Social Strategy.

CHALLENGE

Establish social media presence for The Woodlands, TX.

The Woodlands, TX is a 100K+ community owned and operated by the Howard Hughes Corporation with no social media presence to highlight community events, resident stories, and important announcements.

SOLUTIONS

In reviewing resident data and individual interview responses to help inform social strategy, we learned that current residents often brag about their community and can be effective allies in helping shape the narrative about The Woodlands.

With no Howard Hughes-owned social media for The Woodlands, we decided to establish new digital channels to bring relevant and exciting stories to life while helping the community discover more events, inspiring people, and incredible places in and around The Woodlands. The content would help build an online community and can also be directed at prospective homebuyers, as well as companies investing in The Woodlands.

The social strategy focused on engaging artists, chefs, makers, bloggers, business owners, and musicians by spotlighting them in The Woodlander—an online magazine, and creating conversation on social media platforms. Inspired by accounts like Urban Cowboy and Magnolia, we wanted the visual and written tone to be consistent and intentional. We developed clear social target personas, a social positioning, a social media content goals map, and written and visual guidelines.