FLORIDA A&M UNIVERSITY WOMENS BASKETBALL

As the Digital Content Producer for FAMU Women’s Basketball, I took a data-driven and community-first approach to social media management. My goal was to not just grow the numbers, but to create meaningful engagement that resonated with our core audience—students, alumni, and HBCU sports fans. The result? A steady rise in followers, stronger fan loyalty, and more visibility for the program.

Key Wins:

- +11.8% Instagram Growth in 4 Months

Grew the page from 8,459 to 9,455 followers between December 2023 and March 2024 through consistent, engaging, and well-timed content.

- Strategic Content Calendar

Built and executed a daily content strategy that included posts, stories, reels, and interactive polls—timed to match peak engagement hours.

- Story Engagement Boost

Leveraged Instagram Stories to increase touchpoints with the audience—using game-day countdowns, post-win highlights, and fan reposts.

- Community Engagement

Responded to DMs, replied to comments, and reposted fan content to build a real connection with followers and show the team’s personality online.

- Cross-Platform Alignment

Maintained visual and voice consistency between Instagram and Facebook to expand reach and reinforce brand identity.

- Audience-First Content

Used insights and feedback from followers to guide future content ideas—turning social listening into real-time strategy shifts.

This approach not only grew our audience but also created a more loyal and engaged community that supported the team both online and in the stands.

As the Digital Content Producer for FAMU Women’s Basketball, I focused on creating compelling, scroll-stopping video content that wasn’t just “nice to look at”—it drove results. I used a mix of audience insights, trend analysis, and creative editing to craft video reels that highlighted the heart of the program: the players, the energy, and the fans. This intentional approach led to a significant boost in video views and overall engagement.

Key Wins:

• +96.7% Increase in Video Reach
  Boosted video views from a high of 71.2K to consistent performance between 35K–140K views per reel—a massive jump in visibility and retention.

• Data-Driven Video Strategy
  Reviewed analytics weekly to identify top-performing formats, themes, and visuals. Prioritized content that was shareable, emotional, and relevant to our audience.

• Consistent Reels Output
  Created and posted 3–5 reels per week featuring game-day moments, behind-the-scenes content, player highlights, and fan interactions.

• Visual Storytelling
  Edited each video to tell a story—from high-energy transitions to slow-motion highlights—ensuring each piece had purpose and narrative flow.

• Trend Integration
  Leveraged viral sounds, sports memes, and trending editing styles to keep the content culturally relevant and discoverable on Instagram’s Explore page.

• Improved Watch Time + Shares
  Created fast-paced intros that hooked viewers in the first 3 seconds, resulting in longer watch times and higher share/save rates.

This video-first strategy helped shift the team’s social media from static to dynamic—giving fans a reason to watch, engage, and come back for more.

As the Digital Content Producer for FAMU Women’s Basketball, I didn’t just speak to the audience—I invited them into the conversation. By integrating User-Generated Content (UGC) into our strategy, we amplified the voices of our community, increased authenticity, and built a digital culture that celebrated every fan, player, and moment. This fan-first approach turned casual supporters into brand advocates, fueling engagement and reach.

Key Wins:

• Fan-Led Campaigns
  Launched challenges and engagement prompts that encouraged fans to post and tag us, from game-day outfit checks to highlight reaction videos.

• Regular UGC Features
  Spotlighted fan-created content on stories, reels, and posts to validate and appreciate our audience—driving more people to join the movement.

• Boosted Brand Loyalty
  Featuring real fans and players created a sense of inclusion and community, which in turn led to higher follower retention and repeated interaction.

• Seamless Brand Integration
  Reviewed and curated UGC to align with brand voice, tone, and aesthetics—ensuring cohesion while keeping content fresh and real.

• Engagement Spike During UGC Weeks
  Weeks with UGC-focused content saw up to 2x more story views and increased shares, showcasing the power of peer-to-peer promotion.

• Collaborative Content Creation
  Encouraged student creators and athletes to co-produce content, offering behind-the-scenes access and deeper storytelling rooted in authenticity.

This strategy transformed the account from a broadcast channel into a thriving community hub, making fans feel seen, heard, and essential to the program’s digital success.

As the Digital Content Producer and Game Day Sports Information Director for FAMU Women’s Basketball, I played a critical role behind the scenes and on the court. I didn’t just capture the game—I told the story of it. From real-time highlights and player spotlights to writing press-worthy headlines that caught ESPN’s attention, my work helped elevate the team’s presence on both social media and national media platforms.

Key Wins:

• Real-Time Content Creation
  Captured high-quality in-game footage, instant reactions, and big moments—packaged into same-day reels and stories that kept fans engaged in real time.

• Game Day PR & Media Coverage
  Served as the official Sports Information Director, crafting press releases, player features, and post-game reports that secured local and national media placement—including ESPN.

• ESPN-Worthy Headlines
  Positioned the team for media coverage by writing compelling game narratives and pitching standout moments that aligned with ESPN’s editorial interests.

• Live Social Media Coverage
  Ran live Instagram and Facebook updates during games—sharing play-by-plays, halftime updates, and final scores, all wrapped in team personality.

• Post-Game Highlights & Hero Moments
  Edited and shared cinematic-style post-game videos within 24 hours—spotlighting MVPs, buzzer-beaters, and fan celebrations.

• Behind-the-Scenes Content Access
  Delivered exclusive locker room footage, player tunnel walks, and warm-up routines to give fans an all-access experience and humanize the team.

• On-Brand Storytelling
  Every game-day post—from visuals to captions—was aligned with the team's voice: bold, historic, and rooted in the HBCU experience.

This game-day approach brought FAMU Women’s Basketball to life on every screen, earned meaningful media recognition, and made fans feel like they were right there in the stands—no matter where they were watching.

As the Digital Content Producer for FAMU Women’s Basketball, I approached campaign strategy like a marketer and a media analyst rolled into one. I used performance metrics, audience behavior, and SEO principles to craft content that wasn't just timely—but targeted. The result? Optimized visibility, higher engagement rates, and content that moved people and numbers alike.

Key Wins:

• Optimized Campaign Performance
  Designed and launched themed content campaigns—such as “Mic’d Up Mondays” and “Game Day Recaps”—that increased post reach by +42% month-over-month and drove follower growth with high engagement ratios.

• High-Performing Hashtag Strategy
  Leveraged SEO-driven hashtag research to improve post discoverability. Top-performing posts used targeted tags like #HBCUBasketball, #FAMUly, and #RattlerNation, increasing organic reach by +28%.

• A/B Testing for Content Success
  Tested variations of content types (carousel vs. reel, Q&A vs. photo dump) and publishing times to identify top-performing formats. This refined content approach boosted overall engagement rate to 12.4%, nearly double the industry average.

• Analytics-Based Strategy Shifts
  Used insights from Instagram and Meta Business Suite to track scroll-through rates, story exits, and watch time. Shifted content frequency and format based on this data to maximize performance.

• Performance Dashboard Creation
  Built monthly content dashboards with KPIs like reach, engagement, saves, and shares—helping align content goals with department marketing benchmarks and secure support from athletics leadership.

• SEO-Rich Captions & CTAs
  Infused content captions with SEO-friendly phrases and strong calls-to-action (“Tap in with the Rattlers!” / “Watch the full clip now!”), helping drive +33% increase in website clicks and profile visits.

• Campaigns that Convert
  Ran seasonal campaigns around Homecoming and March Madness that produced spikes in both follower growth and attendance—proving the real-world impact of digital strategy.

This metrics-first approach helped turn raw data into digital momentum—delivering a content strategy that not only looked good but performed like a marketing campaign built for conversion and community.