is a visual storyteller and artist calling Chicago home. Going beyond work, she sees art as a chance to experience life. She creates vivid, story first, works inspired by history, classical art, and cinema. With a skillset that extends to video production, fashion, design and animation.
RNG Social Media Marketing
This portfolio features a collection of social media content I created for the River North Gym's Instagram and YouTube channels. After the Instagram account had passed through the hands of five different managers, I took over and began building a cohesive social media presence. Simultaneously, I launched the gym’s YouTube channel during the height of the pandemic as a way to support the community and keep the business engaged during lockdown.
With a focus on integrating the newly established branding, I developed a consistent posting schedule of three times a week, covering a mix of fitness tips, workout tutorials, motivational content, and community-driven posts. By streamlining the account’s look and feel, I helped the gym grow its Instagram following to over 1,700 followers.
The YouTube channel featured video content tailored to the needs of members stuck at home, from virtual workouts to wellness advice, helping maintain a sense of connection and support throughout the lockdown. This campaign showcases the creative approach I took to balance brand consistency with community engagement in the digital space.
01
Determine Opportunity for Content
In close collaboration with the General Managers, personal trainers, owner, and business operator, I conducted a thorough analysis of the gym's budget and revenue to identify opportunities for enhanced marketing efforts, with a particular emphasis on social media. Drawing on the monthly campaign schedule, the River North Gym brand book that I developed, and upcoming holidays, I crafted targeted content strategies to effectively spotlight key services and promotions each month.
02
Conceptualize Content
After identifying the content topics, I conduct thorough research and concept development. This includes reviewing competitor and influencer content on Instagram, staying updated on current trends, exploring potential templates, and examining general videomaking trends. I then determine how these insights can be applied to align with the gym's needs and marketing objectives.
03
Film and photography
At the heart of this site is a commitment to originality. I prioritize creating custom content, minimizing the use of stock images and videos. Most visuals are captured personally, using my Nikon camera or cellphone, ensuring they reflect real moments and authentic experiences. I often collaborate with colleagues and gym members, showcasing their talents in action or capturing candid moments during events and classes. This approach ensures that every image and video on this site truly represents the genuine energy and people behind the scenes.
04
Editing
River North Gym, a welcoming and popular spot among lifters, embraced a “mom and pop” charm that was reflected in every aspect of our social media presence. While I aimed to establish a consistent visual branding, the approach remained flexible to accommodate the unique visual themes of each month’s campaigns. This balance ensured that the gym’s personality was preserved while effectively promoting monthly initiatives.
