Content Management & Planning | Invito Design
Invito Design is a specialist catering design consultancy who designs hospitality areas for stadiums and large venues including the AO Arena, Manchester, Cardiff Arena, Bahrain International Sports City, and Anfield in Liverpool. In April 2023, they brought me in to help them grow their LinkedIn presence.
Two years later, I freelance as their marketing manager, strategising, ideating and content planning all of Invito Design’s social media communications. I also proofread proposals, bids and presentations, and I worked closely with the Invito team on its website redesign. I also help Invito grow its sister company, PACE, a team of design and marketing specialists that help hospitality businesses grow their LinkedIn presence. This includes pitching to potential new clients, attending site visits and travelling all over the UK to gather content, as well as project managing PACE’s design team.
CASE STUDY: LinkedIn Strategy & Project Management
When I started at Invito Design, it had 217 followers and engaged on the platform very little. I listened to their goals and concerns, and sent them a social media strategy with a plan of action going forward.
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We started by posting once a week with a MoM goal of growing 5% per month, and as design capacity grew, we began to post twice per week. Our goal wasn’t to simply increase followers, but to engage the current community and continue to grow organically with industry-relevant content.
Now, I project manage a team of two designers, leading weekly meetings where we share ideas, and using Trello and Google docs to content plan three months in advance. Once content is created and approved, I post the content to Invito Design's LinkedIn. l also community-manage the page, liking, commenting and responding to messages on the platform. The brand now has 1,275 followers, and has become a hotspot for others in the hospitality design community to talk about the latest news, ideas and thoughts.
HOW IT STARTED: INITIAL SOCIAL MEDIA STRATEGY & PROCESS
After an initial call with the client, I sent over a first draft of a LinkedIn strategy (this is one slide from the initial draft) with an action plan on how to proceed.
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This included estimated resource in terms of time and cost.
Once the strategy was approved, I created a content planner, where I logged national days, industry moments, and internal and external events.
I organised a meeting with the creative team and pitched ideas. Together, we agreed on ideas for the following month and I plotted them into the calendar.
I wrote a batch of captions and in-asset copy in advance. The designers then created a batch of assets. Once approved by the director, I logged into the Invito Design and posted – continuing to monitor the post and responding to comments via the Invito Design account.
"We have been working with Shannan for almost two years. She's part of the team now and such an asset! Not only does she come up with creative and innovative ideas, she leads our marketing calendar, writes up everything copy (including technical case studies) and conducts thorough market research. She's super bubbly and always has a smile on her face - anyone who has the pleasure of working with her is lucky. Thanks for everything you do for the Invito team, we couldn't do it without you!"
– Mia Carpenter, Creative Director at Invito Design