Social Media Strategy, AAPA

Problem Statement: AAPA needed to improve its branding efforts and attract a target audience of potential mentees for the 2018 Mentorship Program.
My Strategy: I developed a social media campaign (focusing on LinkedIn) that shared interesting stories and testimonials from current and past AAPA members. Hashtags and a special message were added to each story/ testimonial for brand consistency. People were encouraged to provide their email on the website to learn more.
Date: Nov 2017 – Jan 2018
Organization: AAPA (Asian American Professional Association)
Services: social media strategy, branding
AAPA Social Media Strategy
AAPA Social Media Strategy
AAPA Social Media Strategy
Goal: The goal of the 3-month campaign was to show the value of its mentorship program, engage new audiences, and increase awareness about the organization and the Mentorship program.

Final Results: As a result, organic impressions per LinkedIn post increased from an average of 20 impressions per post (and 0% engagement) in the 3 months prior to the campaign, to an average of 130 impressions per post (and 8-20 clicks) during the campaign. In addition, we saw a 22% increase in mentee recruitment due to the campaign.
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