Building your confidence and helping you embrace that main character energy with cinematic images!
In This Moment
As part of the ITM team, I'm the digital marketing strategist who designs content for Instagram, Facebook, YouTube and email blasts to attract audiences who care about racial and social justice and the preservation of local history as it relates to Black luminaries in Rochester. My focus is community-centered storytelling and driving in-person engagement.
Website: inthismoment585.org
Target Audience:
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Educators (K–12 teachers, college professors, curriculum developers)
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Black community leaders, elders, and organizers
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Allies, educators, librarians, museum professionals, and cultural workers (artists, historians, curators, and archivists) engaged in anti-racism and equity work
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Philanthropic professionals and funders (arts, education, justice-focused)
Audience Stats:
553 Instagram Followers
196 Facebook Followers
35 YouTube Subscribers
928 Email Subscribers
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Achievements:​
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68 new followers reached in 1 Instagram post, referencing a (585) Rochester's feature story about ITM
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Increased average email open rate to 48.9% over the past year — an 22.2% improvement — by focusing on content our audience values most: event announcements
INSTAGRAM + FACEBOOK | Event Announcements and Updates
Our book launches and panel discussions introduces and educates our community on the featured luminaries who've had (and continue to have) a tremendous impact on our community. It also gives our contributors--essayists and photographers--a chance to promote their work and talk about their approach to documenting our luminaries' stories.
The goal of the content leading up to our signature events is to convert audiences to registered attendees. Our posts include, but are not limited to, introducing the luminaries, essayists, and photographers, showing behind-the-scenes footage and photos documenting the photoshoot and writing process with each of our artists, interviews with our contributors, sneak peeks into each book, registration updates and words from the ITM co-creators.
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Our highest viewed post since we started focusing on a more robust marketing strategy is with our behind-the-scenes pre-event walkthrough in April 2024: 5.5K views, 75 likes, 1 comment, 9 shares, and 5 saves - reaching 3,145 accounts with 3 collaborations (including George Eastman Museum!)
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YOUTUBE | Event Announcements & Updates | Behind-the-Scenes/Day-In-The-Life Footage
We recently expanded our content strategy to include YouTube as a way to house longer-form community conversations and behind-the-scenes moments. While our channel is still growing, we use this platform to share many of the same values-driven stories featured on our Instagram—event recaps, artist highlights, and behind-the-scenes glimpses into our process.
Our focus at this stage has been consistency, storytelling, and accessibility—ensuring that anyone who misses our events can still engage with the work and the people behind it. We’re continuing to build our audience here by aligning content with what’s already resonating on Instagram.
Email Marketing
Our goal with email marketing is to share news and event details and to convert audiences to donors.
Our content updates our audiences about new partners and sponsors, introduces our luminaries, essayists, and photographers, shows excerpts from our books, registration updates and words from the ITM co-creators.
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Our best campaign open/click rate resides with our email blast thanking one of our City Councilmember, Stanley Martin, for her support of ITM, a reminder about our upcoming book launch urging people to register before spots are gone, and sharing a podcast that our co-creators were featured on: 56.3% open rate / 5.69% click rate - Mailchimp Report
