Fashion District: Social Media Management

Context: I joined Fashion District at London College of Fashion in January 2021 and began managing their social media marketing and communications in February 2022. The aims were to increase brand awareness and grow Fashion District’s audience, in order to improve engagement with their events and business support programmes.

Strategy: In 2021, before I led the social media marketing strategy, Fashion District worked with a small PR team to promote a new initiative - the Fashion District Festival. I analysed the data from this marketing campaign and used the learnings to build a social media marketing strategy for Fashion District. This included:

Increasing content production and regularly delivering posts across Instagram

Implementing the existing branding and visual identity to create greater cohesiveness across all digital communications

Using analytics to inform creative campaigns that focused on organic and earned media

Leveraging partner networks and cross-promotional opportunities to reach new audiences

Tagging and mentioning collaborators to increase reach and views

Implementation: I built a small, agile team by hiring a freelance graphic designer and a copywriter with proven expertise in creating visually engaging content and crafting copy that aligned with our approachable, professional tone of voice. To streamline collaboration, I introduced a shared communications calendar that provided a year-round overview of key events and opportunities, allowing me to plan, back-schedule, and ensure timely content delivery.

For each social media post, I determined all key elements that needed to be included in the visual asset and caption, including logo and imagery use, and the hierarchy of information. The brief for each social post was communicated through a shared spreadsheet.

I designed the shared spreadsheet to enable real-time updates and greater flexibility, which was particularly important when coordinating with partners and responding to changing priorities. This system allowed the team to work more efficiently and reduce the time I spent on weekly planning by 50%.

Results: See below 🚀