Docherty Agency @dochertyagency

Interning for Docherty Agency in the summer of 2018, was when I started to realize that it was possible to be a social media specialist full-time. The job was to manage the agencies Instagram page, which consisted of handling engagements, responding to DM's, sourcing potential talent, and highlighting work the agency was booking. This internship was the beginning of my career and I'm grateful for Deb Docherty and Jared Pascoe for giving me a chance and seeing my potential.

The Creative Process

My understanding of social media marketing was only through promoting my personal brand at the time. But now I was in control of a brands social media appearance, which meant the copy and tone was different.

The agency focused in 2 departments - Modeling and TV & Film. This meant that assets were a mixture of image and video. The assets mainly consisted of UGC the agency was tagged in and occasionally production company approved content.

Although the goal was to create brand awareness and to add credibility/value to the agency, KPI's, such as impressions, engagement and reach, were still factored into consideration when it came to deciding what to post.

Things to consider for the copy:

Highlighting and tagging talent
Recognizing the brand/vendor
Including premiere dates or launches
CTA to view the content
Crediting the team (makeup artist, hairstylist, production team)
Relevant hashtags

goal: create brand awareness, add credibility/value to the agency, acquire new talent

result: acquired new followers, sourced new talent for both modeling and tv, held multiple open casting calls with great turnouts, successfully held 2 activations to acquire new talent.

Short-form social copy

Brand/Vendor commercial copy

Model Movement Workshop Activation

With the success and work that the agency was booking and our social presence was growing, we were starting to receive questions about modeling. Specifically we were receiving questions how to start modeling and to get into the industry. But instead of responding to everyone's questions separately, we decided to do an activation that focused on model movement and how to prepare for a casting call.

Leading up to the first workshop I was tasked with promoting and acquiring new faces to sign up for the workshop. This was my first big campaign and it was a learning curve but I was excited to take on this task.

The Strategy & Thought Process

Instagram Stories was a new feature at the time and the best approach I saw to promote the workshop was there.

The first IG story was addressing the question of not "can I model?" but "will you model?" to draw in our followers to ask themselves. Then it was introducing the workshop and the details, what you'll learn and takeaway from the workshop, and why it is important to participate in an event like this.

Lastly, was the CTA to email or DM us with questions or interest in participating and addressing the target market that the agency is looking for.

Day of the event I wanted to highlight from start to finish the event. My thought process was to sell the experience and take our followers along for the ride because I was told there was going to be a 2nd workshop happening.

I wanted to focus on the the turnout of the workshop to add credibility to the experience. Branding was key and I wanted to show the owner, logo, and instructors who were top models for the agency.

It was important to highlight what is happening at the workshop, for example, featuring one of the poses taught at the workshop.

The instructors were also important to promote because it was adding credibility to the workshop. All 3 were top models that were the face of the agency and did work for major brands.

Correctly tagging and interviewing them about their experience and their advice for aspiring models.

To cap it off it was important to closeout strong and tease at potentially a future workshop down the line. Overall, we saw major success in the reach in our audience, talent participating was positive, and the responses we received in our DM's about the next workshop was enlightening.

For my first major project and activation I'm proud of the proactive attitude I had and the fearless attitude. Now looking back at the work I did I would obviously change some things but this was great work in my eyes for something so big for the agency.