Social Media Growth Strategy

Launched in 2021 as a long-term growth strategy, not a one-off campaign. What started as a two-person operation has scaled into an eight-person team structured across content creation, loyalty and rewards, graphic design, and promotions.

Since its inception, the Instagram channel has grown from approximately 1,200 followers to over 9,000, a 650%+ increase, while average engagement per post climbed from 30 likes to 263, representing nearly 780% growth. This growth was driven by consistent storytelling, platform-specific strategy, and disciplined execution.

The strategy also shifted the department away from traditional, high-cost merchandise toward low-cost, high-retention alternatives like sticker campaigns, reducing promotional spend while increasing brand visibility and longevity.

This approach has been presented four times at national conferences and has earned 30+ awards for content, design, and strategy from Lubbock ADDY and national SIAA competitions. The program has supported partnerships with nationally recognized chefs and brands, including Martin Yan, Jet Tila, Hormel, Bush’s Beans, and Tajin, with social-led campaigns strong enough to win national brand contests and deliver high-profile campus activations.