Marketing Projects:
Melanie managed AriZona Beverage's social media accounts, including their Instagram account with 300k followers. She handled community management, influencer marketing, and creating and posting content, with an average of 15k likes per post. She worked on a collaboration between AriZona Beverage and Adidas that generated a 1.05 million engagement reach on Facebook.
She researched trending topics, and jumped on new content styles. She pitched and created new content and captions that aligned with AriZona's Gen Z audience, generating thousands of likes and hundreds of comments. She created the concept of AZ Saturday Shoutouts, highlighting 'Zonies and their appreciation for the brand. Each of these posts generated upwards of 500 comments per post.
Melanie traveled to brand shoots and curated content and photo opportunities while there. Here are some shots from the merch drop, and a Reel featuring the latest merch at the time.
Melanie worked at Newsday as a Writer and Social Media Manager. She specifically worked on feature stories and the digital campaign, Faces of Long Island. Aside from writing dozens of stories with the campaign, she ran their social media and provided community management. She also provided influencer marketing and provided a huge increase in engagement. The account only had 15k followers, and yet was reaching 30k likes on posts.
Engagement before she took on her role at Newsday's Faces of Long Island:
After:
Melanie also brought her love of digital editing and TV together with an active TikTok account. It generated hundreds of thousands of views and comments and was geared towards 2000s TV show fans.
Sneak peek:
Over the course of Melanie's position as the Marketing and Communications Specialist for Binghamton University's Fleishman Center, the Career Center for Professional Development, she took part in leading many marketing projects. Along with her marketing skills, she has also written articles, emails and newsletters for the Career Center– some of which are highlighted below.
Since joining the team, she created Student Spotlight. This is an initiative that highlights student success, such as those accepted into their dream graduate schools, internships, jobs, etc. Along with being featured on the Career Center's Instagram page, the students are featured on the website. To the right are some of the Student Success Stories Melanie has written.
As head of the social media team, Melanie brainstormed more engaging posts and worked with her team to promote not only the Career Center's services, but also showcase their incredible staff. Her team implemented a social media package of staff appreciation posts to introduce their Career Consultants, Peer Counselors, interns and graduate assistants. These videos, along with other social media posts, are currently doing better than 90% of posts that were made prior to Melanie's employment.
In less than a year, Melanie increased the Fleishman Center's Instagram following by more than 135% with 650% more engagement on posts. These posts consist of more personable videos and educational contests rather than graphics or stock photos, as shown prior to her employment and leadership. A year ago, posts were averaging 20 'likes' and reaching around 300 accounts. Now, posts are averaging 90 'likes' and reaching around 800-1000 accounts. Videos are reaching an average of 400 viewers.
Recent Instagram posts:
Reached over 1,000 accounts
Previous Instagram posts prior to Melanie's employment:
18 'likes' and reached 300 accounts
