#keygoals

we compiled all of the stories posted by both ourselves and followers into one big highlight to encourage longevity for our first issue’s content and engagement.

We made this into a longer IGTV video and used a text image of a piece submitted by our project liaison officer Anahita to symbolise/summarise our project experience during the pandemic. It’s important to have relating images and texts when posting so everything has an obvious link and connectivity. It’s also just a great piece that deserves recognition!

5/6 ~ sixth highlight reel posted by Chrysel - contributing writer and member Grant Redgen.

5/6 ~ fifth highlight reel, posted by myself - my own pieces and video.

4/6 ~ fourth highlight reel posted by Chrysel - prod. team member Alex Mackellar.

we decided to post twice for the rest of the week to increase our activity and share as much content as we could - there was so much after all!

3/6 ~ second highlight reel post posted by myself - contributing writer and member Jack Bell.

SOCIAL MEDIA STRATEGY - CALL TO ACTION - DIGITAL MARKETING SUCCESS I did some further study on how to engage and encourage our target audience for the launch of our magazine and future submissions/issues. Reading through Constitutive marketing Towards understanding brand community formation, I learned that there are different codes and roles of advertising in brand experience, and that it does not exist without rhetoric or ideology. It has it’s own discourse that will be communicated with each post and interaction. For scratch that magazine, we wanted this interaction to be creative, exciting, thought-provoking, interesting and supportive of local creatives much like ourselves. This is why it was so important to be transparent and open about our process creating the magazine and showcasing our hard-working team members to show our followers that we are just like them - we know the struggles and processes of being a creative, especially during this global pandemic. Thus, we encourage a safe space for creatives to submit their work and read through - to be inspired by the content published and submit to future issues. Through this strategy of calling our audience to ‘click the link in our bio’ and relentlessly posting and re-posting contributing members both within and outside the scratch that team, we are creating an active online COMMUNITY - and it turn, an active digital marketing identity that will only grow in time.