Strategic Community Management for Terra Nova Outfitters
Sara Crews
🚀 Case Study: Strategic Community Management for Terra Nova Outfitters
Client Goal: Transforming Audiences into Advocates
(Detail —> Value)
Project Focus —> Community Strategy & Engagement Management
Role —> Lead Community Strategist & Social Media Manager
Client —> Terra Nova Outfitters (A Hypothetical Sustainable Lifestyle Brand)
Challenge —> Low meaningful engagement and lack of consistent User-Generated Content (UGC) leading to a missed opportunity for brand loyalty and social proof.
The Challenge: The Engagement Gap
Terra Nova Outfitters needed to move beyond simply posting content. Their audience was passive, consuming posts but rarely participating in conversation or creating their own content. This represented a critical engagement gap.
The Goal —> Design and execute a proactive community strategy that would shift the audience from passive consumers to active, loyal brand advocates, creating a self-sustaining ecosystem of engagement and User-Generated Content (UGC).
The Strategy: From Voice to Value
My approach is built on a proactive, data-informed workflow that prioritizes human connection and tangible brand value.
Foundational Strategy: Defining the "Why"
I began by defining the brand's core identity—inspiring, educational, and down-to-earth—and mapping it to the target audience: conscious consumers seeking accessible sustainable living. This clarity ensured every post would reinforce the brand's mission and resonate deeply with the user's needs.
The Four Pillars of Engagement
To guarantee consistency and strategic alignment, I structured the content around four core pillars, each designed to elicit a specific audience action:
Educational Value: Positioning the brand as a helpful expert via actionable tips and "quick wins."
Community Engagement: Sparking two-way dialogue to gather insights and make followers feel heard.
Brand Storytelling: Building connection and trust through transparency and showcasing core values.
UGC Amplification: Celebrating the community to generate social proof and foster powerful loyalty.
Execution: Platform-Specific Impact
A strategy is only successful through intentional execution. The content was crafted specifically to leverage the unique algorithms and user behaviors of each platform to maximize reach and conversion.
(Platform & Content Example —> Strategy Pillar in Action —> Anticipated Impact & Result)
Instagram Reel / Facebook Carousel —> Educational Value & Brand Storytelling —> Provides tangible information and a valuable, behind-the-scenes look. —> Result: Positions the brand as a trusted expert, increasing retention.
TikTok Challenge —> UGC Amplification —> Designed not just to be viewed, but to be done.
Twitter (X) Post —> Community Engagement —> An open-ended question designed to create an immediate engagement loop.
Facebook Community Spotlight —> UGC Amplification —> Directly celebrates user-submitted content.
Conclusion: The Long-Term Asset
This portfolio demonstrates a workflow designed to build a self-sustaining digital ecosystem. By focusing on strategic content pillars and platform-specific execution, we achieve outcomes far beyond vanity metrics:
Followers become Advocates.
Engagement fosters deep Loyalty.
The Community becomes a powerful, long-term asset for sustainable growth.
This is a proactive, data-informed, and deeply human approach to digital connection that drives tangible value for your brand.
Ready to turn your audience into your greatest marketing asset?
Let's discuss how this strategic workflow can be applied to your unique business goals.
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Posted Jun 17, 2025
Case study with client, Terra Nova Outfitters. A guided walkthrough of the CCM process for strategic community management.
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Timeline
Jun 1, 2025 - Jun 16, 2025
