Social media storytelling
Researched, wrote, designed, and managed social media content that elevated The Landing School’s brand, engaged prospective students, celebrated student achievement, and strengthened connections with industry partners.
Overview
The Landing School’s social media channels serve as both a recruitment tool and a storytelling platform. Through Instagram, Facebook, and LinkedIn, I developed authentic, engaging content that showcased hands-on education, celebrated student achievement, and strengthened connections with prospective students, alumni, employers, and industry partners. My strategy focused on aligning content with institutional goals while building awareness, fostering engagement, and highlighting the unique experiences that define The Landing School community.
About The Landing School
The Landing School is a nonprofit vocational school in Arundel, Maine, that prepares students for careers in the marine industry through immersive, hands-on education. Through strategic social media content, I helped showcase the student experience, highlight career outcomes, and strengthen awareness of the school’s unique programs and industry connections.
Role
As Director of Admissions and Marketing, I developed and executed social media strategy across multiple platforms. Responsibilities included content planning, copywriting, photography and video direction, graphic design, community engagement, analytics, and performance reporting.
Objectives
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Increase awareness of The Landing School’s programs and mission
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Support student recruitment and enrollment efforts
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Highlight hands-on learning experiences
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Showcase student success and career outcomes
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Strengthen relationships with alumni and industry partners
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Grow engagement across social media channels
Social Media Examples
Sea Trials
This post showcased one of the most exciting milestones in the student experience: launching and testing student-built vessels on the water. The post gave prospective students an authentic look at hands-on learning while highlighting the craftsmanship, teamwork, and technical skills developed through the program. Strong visuals and experiential storytelling drove engagement.
Reach: 7,601
Interactions: 275
Shares: 27
Engagement: 2.27%
Alumni Profile
This alumni spotlight featured graduate Keeron Wilson and highlighted his career journey after The Landing School. By sharing a real-world success story, the post demonstrated the long-term value of a Landing School education while showcasing the diverse career paths available within the marine industry.
Reach: 4,941
Interactions: 361
Shares: 33
Engagement: 7.31%
ABYC Exams
This lighthearted reel used humor and suspense to celebrate Marine Systems students taking their ABYC certification exams. By playfully “searching” the campus for missing students before revealing they were busy testing, the content showcased an important academic milestone in an engaging and memorable way.
Reach: 3,934
Interactions: 113
Shares: 3
Engagement: 2.87%
Steam Bending
This reel highlighted the traditional boatbuilding technique of steam bending, giving audiences a behind-the-scenes look at the craftsmanship taught at The Landing School. Through video and storytelling, the post offered an engaging glimpse into a specialized process that many audiences had never seen before.
Reach: 8,927
Interactions: 203
Shares: 8
Engagement: 2.27%
Design Tour
This post showcased a student-designed sailboat through an immersive Rhino 3D walkthrough that moved from the vessel’s exterior into the cabin interior. By allowing audiences to virtually explore the design, the content highlighted both the creativity and technical expertise developed in the Yacht Design program. It also helped to make a complex design process more accessible and engaging.
Reach: 7,363
Interactions: 112
Shares: 5
Engagement: 1.52%
New Project Boat?
This April Fools’ Day post featured a AI generated of a massive cruise ship parked at The Landing School with the caption, “Just made room for a new project boat.” Designed to surprise and amuse followers, the post showcased the institution’s personality while encouraging comments, shares, and engagement. Humor-based content like this helps humanize a brand and create memorable interactions.
Reach: 3,066
Interactions: 153
Shares: 7
Engagement: 4.99%