Brand & Identity
8 shown / 8 totalThe April 2018 NWHM Social Visual Rebrand. A visual system tight enough to be recognizable and loose enough to take any subject: GT Super Display paired with GT America Compressed, a short palette pulled from womenshistory.org (NWHM Reds and NWHM Purples), a base grid, and supporting parts (strips of dots, the museum name set in a circle, rules and borders) that stretched to fit every kind of post.
- document · The 32-page system delivered in April 2018, running from the strategy recap and visual direction through grid, color, type and supporting parts, and then showing the whole thing applied to all eight post types: BIO, FEATURE, HOLIDAY, ON THIS DAY, QUOTE, EXHIBIT, STAT and CAMPAIGN.NWHM Social Visual Rebrand · master deck
- document · A single-page reference that summarized the system for the museum's own team.NWHM Social Style Guide · one-sheet
Systems
5 shown / 5 totalThe 2019 strategy reset. A comparison against four other museums set the bar for what good looked like, and ten measurement questions gave everyone the same language for reporting on it. The production calendar then ran on quarterly campaigns: Women's History in Q1, Faces of American Heritage in Q2, Journey to the Vote in Q3, Year-End Giving in Q4. Volume came down a fifth while mission content went from a tenth of the mix to half of it.
- document · From April 2018, comparing NWHM against the National Museum of Women in the Arts, the National Museum of African American History and Culture, the National Museum of American History, the Holocaust Museum, Mount Vernon and the Museum of the Bible, then setting ten measurement questions and ranking the actions worth chasing on Facebook and Instagram.NWHM Social Metrics · 2018 framework deck
- document · The quarterly rhythm, the fifth off the posting volume, the lift in mission content from a tenth of the mix to half, and the per-platform split of 20 Facebook posts a month, 18 on Instagram, and 8 to 10 on Twitter.2019 Revised Scope · content + process
- document · An eight-month read across the three channels: 22.9m impressions, 641.4k engagements, 17.1k new followers and 29.2k link clicks.Sprout Social YTD Performance Report · Aug 2018
Photography & Film
1 disciplineA short slate of motion pieces produced inside the program. The International Women's Day 2019 video led it, and Facebook video overall drew 92,700 views in 2018, most of that behind paid promotion, across a mix of short historical pieces and campaign teasers.
- film · The lead video for the Women's History Month and International Women's Day push in March 2019.International Women's Day · 2019 anchor video ↗
Marketing & Social
34 shown / 34 totalMonthly content production across Facebook, Instagram, and Twitter, covering eight recurring post types: BIO, FEATURE, HOLIDAY, ON THIS DAY, QUOTE, EXHIBIT, STAT, and CAMPAIGN. Every post was drawn in three sizes, a square for the feed, a 1200x628 for link previews, and a Twitter cut, and each type had its own treatment inside the rebrand system.
- production · From August 2018 through June 2019, each month's delivery included finished files for Facebook, Instagram and Twitter across all eight post types.Monthly content drops · 1808 through 1906
- document · BIO, FEATURE, HOLIDAY, ON THIS DAY, QUOTE, EXHIBIT, STAT and CAMPAIGN, each with its own visual treatment inside the rebrand system.Post types · 8 in rotation
Day-to-day account management for @womenshistory across the three channels: the content calendar, the copywriting, the posting schedule, answering the community (more than 22,000 incoming messages in 2018), planning which posts to put money behind, and weekly performance check-ins with the museum's own team.
- document · The working master schedule for the program, laying quarterly themes over the monthly heritage observances, holidays and museum events.Editorial calendar · monthly + quarterly
- document · Daily sorting and answering of comments and direct messages across Facebook, Instagram and Twitter, more than 22,000 of them in 2018 alone, with faster turnarounds during gala weeks and campaign launches.Community response · DM + comment ops
- document · A monthly performance pull plus a deeper year-to-date review, which picked out the best posts to run again and identified the weakest post types, several of which were dropped in the 2019 reset.Performance reporting · Sprout Social monthly
Six anchor campaigns ran out of the program. Two fundraising (Help Us Build It and Year-End Giving), one celebrity-led tee partnership (Omaze "Woman: definition"), one built around International Women's Day, one civic-history series covering the 19th Amendment and Where Are the Women?, and the museum's own annual Women Making History Awards Gala in both its DC and LA editions.
- campaign · The fundraising case for the museum itself, carried by two lines: "Without women, history is only half-told" and "2020. It is time to build it." It ran across all three channels as a recurring thread, held together by one outlined master version of the campaign name.Help Us Build It / 2020
- campaign · From November 13 to December 11, 2018, one post a week per platform with no ad spend behind it, which brought in $620 in direct donations and 222 link clicks.Year-End Giving 2018
- campaign · The annual Giving Tuesday set, covering Amelia Earhart, Wilma Rudolph, Women in the Navy and Juliette Gordon Low, in square and Twitter sizes.Giving Tuesday
- campaign · A celebrity t-shirt partnership with Omaze, run as one share plus a round-up of the reposts that followed across International Women's Day week. The mockup, a light grey shirt carrying a three-color pull quote, is preserved.Omaze · Woman: definition tee
- campaign · Three strands, Creating a Female Political Culture, Standing Up for Change, and Ratification. The August 2018 Ratification post reached 184,100 people, one of the year's best on Facebook, and the series carried into Q3 2019 as Journey to the Vote.19th Amendment series · 2018 + 2019
- campaign · The museum's big night each year, covered live with content on the honorees, the host and the photo wall, followed by quote posts in the days after.Women Making History Awards Gala · DC + LA
The system was the program. The grid is just the proof.