The aim of the content creation for social media was to promote events and the festival as a whole as opposed to growing a large following or engagement. Any growth in the account as a result of promotion was a bonus. I created a social media plan, developing content pillars and providing an area for the team to store new content ideas. With three people working on social media across various days, this allowed for organisation and delegation of work, whilst maintaining continuity across the accounts. 

One content series I developed was categorised carousel posts. With 100+ events to promote it was impossible to post each individually. These received good engagement, with an average engagement rate of (TBC)%. They promoted the events effectively, offering people an easier way to decide which events to attend based on their interests. 

I also developed a ‘hero’ video, explaining what the Biosphere is and what the festival means. Our biggest hurdle was that not many people know what the Biosphere status is, making it difficult for them to decide to attend the festival. I wrote a script for the video, shot and edited it. This had an engagement rate of (TBC)%. 

As a team we developed a list of local and mainland influencers that aligned with values of the festival. Working with Red Funnel, we secured free ferry travel for mainland influencers as an incentive to promote the festival.
I created a draft pitch email for local and mainland creators separately, focussing on their value links to the festival and personal interests.

We received support from (TBC). 

Wider promotion of the festival included press releases, I proofread and adjusted press releases written by another member of the team, for local and national outlets. Focussing mainly on the structure, allowing for easy reading and understanding from the journalist. I also developed a list of relevant contacts for national news. 
This earned us notable articles with the Guardian and The Week UK.

Further promotion included sending all festival details to local event listing websites and identified free opportunities for advertising. Following up with emails when listings weren’t uploaded and providing additional information if requested. 

Based on information provided by event organisers, I also uploaded individual event listings to the Biosphere website, and wrote compelling copy to encourage clicks on individual events and provide accessible information.