Niantic Main Street

Social media Campaign

Project Overview

Niantic Main Street is a nonprofit organization focused on promoting and revitalizing downtown Niantic through community events, small business support, and local engagement.

As part of my graduate Social Media Practice course, I created a full-scale campaign, titled “Meet Me in Niantic,” designed to strengthen the organization’s digital presence, expand its audience, and encourage community involvement.

This project is especially meaningful to me. Niantic is a place where I spent many summers growing up, a tradition that started with my grandma, who first brought our family there. That connection shaped my perspective throughout the project and influenced how I approached the campaign’s tone, content, and overall strategy.

The Problem

Niantic Main Street maintains an active presence on Facebook and Instagram, but there are opportunities to improve how content supports long-term growth and engagement.

Key challenges included:

Inconsistent calls to action across posts
Limited use of short-form video content
Missed opportunities for audience interaction
No presence on TikTok to reach younger audiences
A need for a more structured, sustainable content strategy

While the organization shares valuable content, it lacks a cohesive approach to turning engagement into meaningful action.

The Approach

I began by conducting a full social media audit to evaluate platform performance, content types, and audience engagement. From there, I built a strategy focused on aligning content with both organizational goals and audience behavior.

Key strategic decisions included:

Defining platform-specific goals for Facebook, Instagram, and TikTok
Introducing short-form video as a primary content format
Creating clear content pillars to guide messaging
Building a campaign structure that can be maintained by a volunteer team
Strengthening calls to action to encourage interaction, attendance, and support

I also develop audience personas to better understand key groups, including local residents, visitors, and potential volunteers.

The Solution

The result is “Meet Me in Niantic,” a social media campaign centered around storytelling, community, and local experience.

Key Goals:

Increase Awareness: Grow visibility across platforms by 15%
Improve Engagement: Encourage more interaction through comments, shares, and user-generated content
Promote Support: Highlight volunteer opportunities and the impact of community involvement

The campaign features:

Short-form video content highlighting local businesses, events, and attractions
Community-focused posts designed to encourage interaction and sharing
A proposed TikTok presence to expand reach and visibility
Consistent, action-driven captions to guide user behavior
A structured content calendar to support ongoing execution

Content highlights local experiences, small businesses, and community voices to encourage exploration, support, and engagement with town residents and tourists alike.

Looking Ahead:

This campaign was designed with long-term sustainability in mind. By creating a clear structure, defined content pillars, and repeatable formats, Niantic Main Street can continue building its online presence while staying true to its mission.