Elm’s Digital Era: Content That Connects
Brand: Elm Community Charter School (@elmcommunitycharter) Role: Operations Associate / Content Creator
Industry: Education & Community Engagement
Campaign Duration: August 2023 – June 2024
Goal: Strengthen enrollment marketing, engage the school community, and showcase Elm’s school culture through creative social media content and digital storytelling.
Background
Elm Community Charter School, located in Queens, NY, is a growing K–5 public charter school dedicated to academic excellence and a strong community. While Elm had a social presence, the school’s digital identity needed more consistency and creativity to both attract new families and deepen engagement with current ones.
The mission: leverage social media and content creation to highlight Elm’s values, showcase student life, and position the school as a vibrant, welcoming community for both families and educators.
Strategy
As an Operations Associate, I expanded my responsibilities beyond administrative duties to lead content creation and social media storytelling. My strategy combined consistent digital updates with community-focused marketing to enhance visibility and support enrollment.
Key Action 1: Content Creation
Designed graphics and infographics in Canva to share school events, updates, and enrollment information. Produced videos including a virtual school tour and parent testimonials, offering authentic insights into Elm’s culture.
Key Action 2: Social Media Management
Curated posts and Reels on Instagram that highlighted student achievements, school activities, and community events. Boosted engagement by creating visually appealing, relatable content for families.
Key Action 3: Marketing & PR Support
Supported school tours by capturing photo/video content and producing digital materials to advertise during virtual open houses.
Results
Content Output: Produced 43 pieces of content, including, infographics and several videos, including a virtual tour, testimonials, and event recaps.
Engagement Growth: Instagram posts consistently engaged families and community members, frequently being reshared.
Enrollment Increase: Digital content drove increased enrollment inquiries by clearly communicating Elm’s mission and culture.
Community Visibility: Strengthened Elm’s reputation as a transparent, connected, and family-friendly school.
Key Takeaways
Consistent, quality content builds trust and reinforces brand credibility.
Authentic storytelling—through parent testimonials and student highlights—resonates more than promotional messaging.
Social media effectively bridges the school and community when tied to enrollment and engagement goals.
Conclusion
Through strategic content creation, engaging visuals, and authentic storytelling, I strengthened the school’s digital presence. By producing graphics, videos, and social media content that showcased its vibrant community, I successfully supported enrollment growth and deepened connections with families across Queens.