Project Overview

This case study highlights a high-performing social media campaign for WNTZ FOX 48, covering a "Walk for Peace" by venerable Buddhist monks through Central Louisiana. I managed the end-to-end process, from field photography and narrative writing to strategic distribution and monetization.

Strategy & Execution

  • Original Content Acquisition: I met with the monks on-site to capture original photography that reflected the community's warm reception. This authentic approach provided a unique visual narrative that outperformed standard wire imagery.

  • Branded Design Framework: I developed a custom, reusable template to maintain brand consistency. The design features a news-category banner and a text-overlay headline in the bottom third, utilizing a vibrant brand-compliant color palette without obscuring the focal point of the image.

  • Strategic Distribution: To maximize organic reach and visibility, I tagged the monks’ official Facebook page and integrated the trending #walkforpeace hashtag. This connected the local story to a larger global movement, driving traffic from both local followers and the broader organization’s network.

Measurable Results & Impact

The post served as a benchmark for high-impact engagement and revenue generation for the station:

  • Engagement: Generated over 4,000 reactions, 330+ comments, and 231 shares.

  • Monetization: Due to the high retention and virality of the post, it yielded significant earnings from social media monetization, demonstrating the direct ROI of high-quality, original local reporting.

Key Skills Demonstrated:

  • Field Photography & Journalism

  • Graphic Design (Adobe Suite/Canva)

  • Social Media Strategy (Hashtag Optimization & Tagging)

  • Digital Monetization & Audience Growth