WELCOME TO MY PORTFOLIO
Jefferson Hills Public Library
The Jefferson Hills Public Library is a small library nestled in Jefferson Hills, PA. Volunteering at this library since the age of 8 and beginning a job there at the age of 13, I have always seen great value in sharing what libraries have to offer. During my high school years, I built the social media for library from the ground up and have led as the Social Media Manager ever since.
Every September each library in the county is tasked with running a campaign that inspires people to donate to their library. This campaign can be in any form. My responsibility as the Social Media Manager was to create something simple yet also informative. This past year I wanted to test out using a Facebook ad and then use that design theme for other digital campaign materials. At the beginning of the process, I looked at what I had created in years past and how I could make the current year's design different yet still tied into the county wide theme "Love Your Library." Once I created the design you see here, I went on to create other designs to be used on social media with a similar design concept. As for the outcome, this Facebook ad ran successfully reaching over 3,000 users, similar designs were featured by ACLA (county wide library system), and the library received over $12,000 up 4,000 from the previous year.
Mobile App Mondays was a campaign idea that I came up with following the launch of our brand new app. The goal was to bring awareness to our app but also to highlight all of the fantastic features it provided. When I began this process, I decided to generate a list of all of these features and benefits from the app. I then got into the design. The colors you see on this post here are our brand colors so of course, these were a must in promoting our app. As it turned out, these ended up being the popular post of each week.
This past year, I have been pushing myself to become more familiar with Facebook ads. This post here was to promote our annual Summer Reading Program. The goal here was to reach families in the area and encourage them to register on our website. My role was again, to design and create promotional materials for this campaign. As far as the process for this campaign, the county wide system chooses the theme ever year (Oceans of Possibilities). From there I was able to put a fun, family-friendly spin on it. The challenge here was creating something unique but was still along the lines of the previously chosen theme. This ad was also very successful reaching over 5,500 users. From there, we had 70 children registered which is the most we have ever had in our small community. Additionally, we had over 200 in attendance at our summer reading kickoff event.
Borough of Jefferson Hills
From creating many relationships during my years with the library, I started to work more frequently with the Borough. A here and there social media favor over recent years has led me to a contractual position creating content for the Borough's social media outlets. From events to updates to programming, I have been able to tailor content to appeal to the community and its residents.
One of my most recent campaigns was for the first annual "Holiday in the Hills" event. The goal with this post and campaign was to raise awareness about the renaming of a past holiday celebration event. My process in creating this design was to make something simple and maintain sophistication but also make it appealing with a touch of fun. The challenge here was finding that balance between keeping the more professional Borough theme and creating something that showcased a fun-filled event. This event had an attendance of over 400 residents.
The following designs are just a few of many designs that I was in charge of creating to be used weekly for different meeting committees held at the Borough. The goal was to create designs that were simple, appealing, and on brand. The process for this was creating multiple designs for each meeting type and tweaking each design to meet everyone's concerns and likes. These designs are now used weekly and have various different sayings (tonight, tomorrow, next week, cancelled, etc.).
This design was for the promotion of the Borough's 10-year comprehensive plan. The goal here was to spread the word about getting involved and offering feedback about what residents would like to see change in the Borough in the next 10 years. There are many versions of this design, however, this specific design was to raise awareness about a booth that would be set up in the Borough where you could leave feedback. My goal here was to incorporate graphics that encompassed the many areas that the Borough is responsible for. This campaign is still currently running on the Borough's social accounts.
In 2021, I was tasked with creating the marketing campaign for the Borough's summer recreation program. This is a summer long program that accepts around 100 children. At the time my role was just to design a flyer for this upcoming program. This flyer was posted on social media and in the community. Every year residents anxiously await this flyer's release because the spots fill quickly. It was my goal to create something that was informational but also had fun elements. This process lasted about 1-2 weeks and started with designing a background that had Borough colors and then I focused on the information arrangement. One main challenge that I dealt with was fitting all of the information on one flyer. I decided to design in text chunks that helped me save space. This summer program filled all registration spots in one day.
VolShop - University of Tennessee
When I first visited The University of Tennessee, I was blown away by the VolShop and the blinding orange. When I became a student, the passion for the brand only grew stronger. Joining the marketing team in 2021 was the best decision I ever made in my four years at this University. Since joining, Instagram has grown from 11K TO 18K, TikTok from 350 to 13K, and Twitter 25K to 30K. From managing social media accounts, participating in photoshoots, assisting order fulfillment, organizing pop-ups, collaborating with other big brands, creating college gameday graphics, being in front of and behind the camera for viral TikToks, and streaming live on gamedays, I've done it all.
As we have grown significantly on social media, I wanted to create weekly social media recaps of our analytics. Here is a more recent copy of our efforts. This process was quite simple. We talked over the idea as a team and then I got to work on a template design that we use each week. During the week you see here, we reached over 1 Million facebook accounts. Once these analytic recap reports are finalized each Monday, they are then sent in an email to the entire VolShop staff.
The VolShop Marketing Report is one of my most proudest professional accomplishments. As a member of the marketing team, my responsibility was to compile all of the amazing things we did in the year 2021 and showcase them in one spiral-bound document. The challenge here was figuring out what to select and what to include. The process started out with a going through our social media accounts and finding the most popular posts, TikToks, and tweets. We then went back through all of our events and chose the most popular ones. We also compiled initiatives and community outreach experiences. We then got to work on designing the pages and that is what you see here to the left!
To the left is one of our most popular TikToks coming in with 85.5K views. Our concept behind this was to use a trending sound and mash it up with Tennessee Football photos from our (at the time) undefeated season. This video had 12K likes and 350 shares. This is just one of many highly viewed TikToks that we have created in the last year. Our process involves dedicating time to sit and see what is trending and look at what other Universities are doing. Most concepts are our own inspiration because most school stores barely have a social media following, let alone a TikTok account. Once we save a bunch of sounds, we then move on to come up with narratives for each video. Finally, we will film, and a lot of the times we will spend hours filming multiple videos. Lastly come the editing. Once videos are edited, they are saved into our drafts to use at any time.
Concert Photography
Growing up, I always loved to take photos and that is still true today. I always have my camera out and take photos of everything. I am also a huge concert lover. In the last few years, I realized why not combine the two to capture amazing live moments. It was then that Caitlin Moyer Photography was born. Now, when I am not creating content, I am capturing it through concerts.
Over time, my photography style has turned into a dark background, high focal color theme. Some of the challenges include finding the right angles and editing with bright lights. Despite this, it is something I love work through and I am constantly learning about. Concert photography has become one of my favorite passions. It has also led me to photograph for non-concert events as well. Below are some of my favorite artists I have been able to photograph on tour.
Josey Greenwell
New Kids on the Block
The Driver Era
Todrick Hall
