PILLAR

Pillar (formerly known as The Poke initiative) was founded in 2017 after coming upon the realization that many charitable organizations and social enterprises are seeking ways to enhance their impact through social media but don't have the funds and lack the resources to hire a team on their own. Pillar's solution to this problem is to pair their clients with passionate university students who interview for the role of a Project Leader and lead the project for 3 months.

"Pillar aims to provide a targeted solution to one of the many challenges faced by charitable organizations and social enterprises, and to give young people the opportunity to use their skills to make a tangible difference in their communities"

I gained work experience in:

Social media content creation
Strategy creation
Advertising management
Developing soft skills such as client management
Time management
Data sorting
Competitor research and environment scanning

I got assigned a company called Healing, Health, and Happiness (HHH). Here is the brief we were given at the beginning. Over the course of the project, the key deliverables and objectives changed.

COMPETITOR RESEARCH & ENVIRONMENTAL SCANNING

My co-project leader and I began with competitor research and environmental scanning to gain a sense of where our client, HHH stood in the health and wellness industry. We had a look at the key players within the industry such as Jordan Peterson, The Holistic Psychologist, Marissa Peer, Vishen Lakhiani, and Tony Robbins. By looking at their social media platforms and their website, we gained insight into what makes them successful, and their organic and paid marketing strategies. Based on our findings, we applied it to our client's brand.

Here are some of our findings:

CONTENT ANGLE STRATEGY

We began developing a content angle strategy that would provide HHH's database with creative guides and tips to read that were related to the health and wellness industry. To kickstart this process, we outlined the barriers and motivators, and we specified who exactly our audience was.

Here are some examples of the content we suggested:

BRANDING STRATEGY

Our branding strategy was made up of two parts: a brand audit and a brand identity guideline. The brand identity guide displayed design elements of the brand, rules, and tips for posting, a posting schedule, and tone of voice requirements for each platform. This enabled our client to refine their communication across all their platforms to promote consistency, engagement, and to make sure they were targeting their audience in the best possible way.

Initially, we started off by creating a mood board that encapsulates our new vision for HHH's brand identity before creating the brand book.

Attached is our brand audit where we assessed HHH's social media platforms to see whether they are conveying the right message that aligns with their mission and vision statement.