Friends of Fairmont Park
Friends of Fairmont Park is a volunteer organization under the Sugar House Community Council. Fairmont Park is a hidden oasis with rich history tucked away in the Sugar House neighborhood of Salt Lake City. The Friends of Fairmont help maintain, beautify and advocate for the park as well as coordinate volunteer and community engagement events to get the community involved and help everyone enjoy Fairmont Park.
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Local park volunteer Friends organization
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Social media strategy
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Instagram
Facebook
The Challenge
The Friends of Fairmont needed to strengthen their social media presence before an upcoming city bond for park improvements. With their goal of supporting park beautification, maintenance, and community engagement, they faced several challenges:
The organization only had a Facebook group that wasn't serving their needs
Board members and volunteers had limited knowledge of social media
They needed to attract more community involvement and volunteers
They wanted to be prepared to advocate for improvements with the upcoming city bond
As a fully volunteer-driven organization, they needed a solution that would be easy to implement and maintain by multiple people with varying levels of technical expertise.
One of the pieces we created, a carousel about the history of Fairmont Park
One of the Canva templates we created
The Approach
After a thorough discovery process, I developed a comprehensive social media strategy tailored specifically for this volunteer organization. My approach included:
Deep Audience Research
I analyzed 162 Google reviews of Fairmont Park to gain insights into what community members love about the park and what concerns they have. This data informed the content strategy and messaging priorities, ensuring we addressed real community interests and concerns.
Brand Voice & Persona Development
To ensure consistency across multiple volunteer content creators, I crafted a detailed brand persona:
Community-centered, playful, hardworking, grassroots, nature-loving, and neighborly
Positioned as the "local neighborhood host" who's always organizing cookouts, planting trees, and making everyone feel welcome
Friendly and inclusive tone, with a bit of playfulness while remaining practical about calls to action
Strategic Content Framework
I developed four content pillars to guide all future posts and included how to use them to help plan content. I included content examples and prompts to help volunteers more easily implement the strategy and a list of suggested tactics like how often to post, when to use stories, etc.
Technical Setup & Resources
To support the volunteer team's implementation, I delivered:
Creation of both Facebook Page and Instagram accounts with optimized bios
12 ready-to-post pieces of content to jumpstart their strategy
Custom-designed Canva templates for consistent visual branding
A dozen how-to videos covering everything from posting stories to creating reels
An AI prompt template to help volunteers maintain consistent messaging
The Results
The new strategy provided the organization with:
Complete and launched Facebook page and Instagram account
A clear roadmap for building their social media presence
Tools to engage community members more effectively
Resources to support their advocacy for the upcoming city bond improvements
A system that could be maintained by volunteers with varying levels of technical expertise
Most importantly, the strategy put the Friends of Fairmont Park in control of their digital presence, allowing them to strengthen community ties and advocate for the park they love, regardless of individual volunteers' prior social media experience.
To launch their Instagram account, we created a grid with three connecting images to introduce the organization
Sarah Woolsey, lead and longtime Friend of Fairmont Park who hired Branch Out Social
“You really put a lot of time and thought and creativity and ability into it. It's impressive.”
Richard, a Friend of Fairmont Park
“I think she's nailed our character.”
Ready for similar results?
I can’t promise you the same results, but I can promise you that with your custom strategy, I can improve your social media presence and drive your audience to take more action.