unleashing potential
hawaii fi-do x amataya social media marketing
Inspired by their latest theme, I titled Hawaii Fi-Do’s social media marketing campaign: Unleashing Potential.
Amataya's collaboration with Hawaii Fi-Do began with a consultation to discuss details about the service and establish a shared understanding of the client's brand concept. First, I connected with the founder of Hawaii Fi-Do to learn more about the organization as a whole, as well as what they hoped to get out of Amataya's Social Media Marketing service. This initial consultation offered me much insight into the history of Hawaii Fi-Do, but more importantly, their mission, values, and what they wanted to share with the community through their social outreach.✦ step 1 - consultation ✦
To commence the creation portion of this process, I constructed a brand board to help me achieve a unified aesthetic for all visuals I would be making for Hawaii Fi-Do. I then started crafting their social media marketing strategy—specifically their content marketing matrix. During my first meeting with Hawaii Fi-Do's founder, I learned that they deeply love not only "to train and certify service dogs to help the people of Hawaii" but also "to educate the public about the roles and rights of service dogs in our community." Thus, I modeled their content marketing matrix to reflect their passion for education. After establishing Hawaii Fi-Do's content post pillars, I started designing the trial sequence of posts I would provide alongside a feed preview and caption planner for the said posts. To emphasize the educational aspect of Hawaii Fi-Do's mission, I created a series of informational Instagram posts to raise awareness about laws and regulations regarding service animals. Following the first post of the series with the team, I corresponded with Hawaii Fi-Do's Board of Directors Chair who proposed additional post ideas for me to create. I also took product photos of their merchandise to use as promotions for a holiday sale they planned to hold.✦✦ step 2 - creation ✦✦
Any firm foundation requires a balanced base of pillars—in this situation, a balance of post pillars to diversify the page content. Therefore, in addition to the educational service dog series of posts, I also incorporated other inspirational, lifestyle, and promotional posts through a checkerboard feed style. ✦✦✦ step 3 - application ✦✦✦
Throughout my time working with Hawaii Fi-Do, I was deeply moved by their mission to support our state's disabled community and beyond through the healing power of dogs. While I no longer manage their social media marketing, I still wanted to support their goal of educating people about the issue of imposter service dogs. Thus, I have integrated into my shop Personalized Pets: custom-designed dog decals, a portion of the profits of which are donated to Hawaii Fi-Do to sustain their services. To discourage the use of imposter service dogs, Personalized Pets can be placed anywhere from phones to notebooks, reminding owners of their furry friends no matter the distance between them. Orders for your Personalized Pet stickers can be placed through our Etsy shop.
