Step Up

Step Up Women’s Network

Background: Step Up is a non-profit organization that connects under-privileged teens and young adults to mentors.

Their Mission, “Step Up believes all girls should have the opportunity to pursue their dreams of success.
All girls, young women, and gender-expansive young adults ages 14-23 are invited to join Step Up.”

Scope of work: create a social media strategy to target the Gen-Z audience and grow its following on the following accounts: Instagram and Linkedin.

Strategy

The Problem:

Step Up had no trouble finding mentors (women aged 25 and up) through Instagram and Linkedin as those have a larger demographic for that age range.

The content was dry as it included many posts pushing for events and not a place where they were not able to tell a story.

The Solution:

What was the story? Who would Step Up be?

An account that had ever green content that would continuously motivate the new generation but those who are older as well.

How?

Creating ever-green content that involved motivational speeches, causes that young girls care about, relevant pop culture, and historical marks for women (old and present).

The results:

In one quarter after implementing the strategy

Instagram:

• Engagement increased by 588%

• Total follower growth increased by 25%

Linkedin grow by 128% in terms of growth and following