Marketing and Audience Engagement
After posting about the anti-mask walkout and the DCSD superintendent's firing, page views on our side spiked. The first spike in the graph to the left is from my anti-mask walkout article and the other is from my most recent coverage regarding the board of education. I advertised these stories on our Twitter and Instagram pages. On the website, my stories with the school board, walkout, and new podcast have the most views of any stories on our site. Reaching nearly 3000 views, my DCSD board of education coverage reached the community beyond the walls of the school/
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With a bounce rate of 73%, more people are clicking on other content on our site and connecting with our other coverage as well as what they originally came for. Our average time on page increased significantly from last year, which was surprising initially because students tend to have short attention spans. When we write about topics students care about and are involved in, they spend more time reading our content.
The Instagram posts I've created have also garnered never-seen-before engagement on our social media. Due to my use of many hashtags, as shown above, my content is reaching the Instagram Explore pages of other people besides our followers, leading to more likes, follows, and interactions. I also make sure to post photos with a wide variety of students and tag them in our posts. Over a hundred people have sent these posts to others and have accumulated hundreds of likes. Our accounts reached are up 696% from last year, with 377% more engagement. In the beginning of the school year, we had 650 followers, now we have over 1,000 followers.
Through my design work for The Rock, I have created a brand image with consistent, recognizable vector graphics. As shown here, the website header, press passes, newsmagazine pages, and even news app loading screen have the same vibrant, bold colors and fluid graphics.
