V I C T O R I A L Y N N H A S T I N G S @ G M A I L . C O M

P O R T F O L I O

CONSUMER MARKETING

PROGRAM ASSISTANT MANAGER & SOCIAL MEDIA MANAGER

2 0 3 . 4 7 0 , 0 9 1 1 V I C T O R I A H A S T I N G S . N E T

Victoria Hastings

VH

V I C T O R I A L Y N N H A S T I N G S @ G M A I L . C O M

PROGRAM ASSISTANT MANAGER & SOCIAL MEDIA MANAGER

2 0 3 . 4 7 0 , 0 9 1 1 V I C T O R I A H A S T I N G S . N E T

Hi! I'm Victoria!

VH

Part of my role as social media manager iscreating and procuring cutting edge media andconversation-starting content that spreads andgrows our brand reach across multipleplatforms. Our business partnerships withnationally recognized charities such as SusanG. Komen, the American Cancer Society andthe American Heart Association allow usunique access to a niche market of passionatepeople who want to make a difference and helpothers.

CONSUMER MARKETING

Facebook Likes: 9,311

Twitter Followers: 5,288

Program Length: Year-Round

Event Type: Golf, Tennis, & Dining

Benefits: Susan G. Komen

PEDAL   TO   THE   F IN I SH

RALLY   FOR   THE  CURE

ACS  GOLF   EVENTS

CHANGE  OF  HEART  

Facebook Likes: 857

Twitter Followers: 363

Program Length: Fall & Spring

Event Type: Indoor Cycling

Benefits: The American Cancer Society

Facebook Likes: 4,568

Twitter Followers: 173

Program Length: February

Event Type: Fitness

Benefits: The American Heart Association

Facebook Likes: 25

Program Length: Spring

Benefits: The American Cancer Society

*PILOT PROGRAM

55-64 Years23%

45-54 Years16%

35-44 Years10%

13-336%

65+ Years44% Facebook is the heaviest

trafficked Rally social media

platform. Utilizing Facebook

analytics, it's evident that

97% of our 'Likes' come

from women and 44% of

those women are aged 65+.

Therefore, our primary

BRAND  DEMOGRAPH ICS &   TARGET  AUD IENCE

Rally for the Cure  AGE  DEMOGRAPH ICS  OF   F EMALEFACEBOOK   ' L IKES '  

Our largest program is Rally for the Cure, which

benefits Susan G. Komen annually with over

1,500 volunteer-run golf, tennis, and dining

events that take place around the country.

target audience is older women with a personal

connection to breast cancer, who want to get involved.

Our secondary target audience is golf and tennis

professionals and club managers who want to get

involved in supporting the cause by hosting an event.

Using that information, I have tailored our social media

strategy to maintain our following and attract more like-

minded people to our cause.

of Facebook 'Likes'come from

women

9 7 %

C A P T I V A T I N G   &   G R OW I N GO U R   B R A N D   A U D I E N C E

Rally for the Cure

Collaborating with our business partner and industry

influencer, Susan G. Komen has been extremely beneficial

in expanding our reach to our targeted segments of the

market. Together, we have increased our reach by

launching integrated marketing plans that involve ad

space in Condé Nast magazines such as SELF, targeted

postcard mailings, and social media content sharing, as

well as leveraging our social media equity to build

business partnerships. Using page analytics and feedback,

I determined that our most successful posts were ones

with phrases or quotes and interesting and relevant news

stories.

What Gives Me Strength, Launched September 2015

More than Pink campaign, Launched September 2016

MA J O R   S U S A N   G .   K O M E N   C A M P A I G N S    I ' V E   W O R K E D   O N :

RELEVANT, UPBEATNEWS STORY

RALLY AMBASSADOR FEATUREDIN KOMEN CAMPAIGN

A P H R A S E T H A T R E S O N A T E S W I T H O U R A U D I E N C E

Rally for the Cure

With a firm understanding of who our audience is, I created a series of call to action posts using the phrase, "We will

never give up." Not only is it empowering, but it also connects back to our business partner Susan G. Komen, who uses

the phrase on their Komen 3-Day walk flags. The phrase also encourages a community response to act by sharing,

commenting and liking the posts. These targeted posts have proven to be our most successful in terms of reach,

'Likes,' shares, and comments.

REACH: 4,299 LIKES: 181 SHARES: 42 REACH: 11,836 LIKES: 558 SHARES: 155 COMMENTS: 11

OCTOBER  BREAST  CANCERAWARENESS  MONTH

CAMPA IGN

Rally for the Cure

October is a crucial time for us to market our

program to our existing brand audience and expand

it an even larger one. The national attention given

to this awareness month allows us to use increased

call to action marketing to inspire people to 'Like'

us on Facebook and learn more about our program.

In order to successfully expand our brand reach in a

saturated market, I came up with a creative,

impactful and engaging October campaign. Each

day had a theme that used hashtags, original

content, shared content from business partners and

tagged groups that have hosted events in the past.

I N - O F F I C E A C Q U I S I T I O N D A Y S

Rally for the Cure

Bi-monthly we hold event acquisition days where event coordinators dedicate the day to making outbound calls to

book events. To make the day fun, each "Blitz Day" has a theme, prizes, and snacks or catered lunch that I create and

design. Some of the event themes we've had are Alice in Wonderland, Willy Wonka and the Chocolate Factory, spring,

prospecting (gold rush), and a speakeasy. As a result of the Blitz Days, there was a 400% increase in new event

acquisitions from 2015 to 2016.