CAF Content Strategy Plan

Using storytelling and strategy to transform how the Continuo Arts Foundation connects with its audience.

Project Overview

This project focused on developing a comprehensive social media content strategy for the Continuo Arts Foundation. The goal was to evaluate the organization’s current digital presence, identify gaps, and design a campaign to improve engagement, strengthen storytelling, and better connect with its community.

Step 1: Content Audit &
Data Analysis

  • Reviewed CAF’s Instagram, Facebook, and X content (30+ posts)

  • Identified patterns in posting, messaging, and engagement

  • Engagement levels, Hashtag use, Content types

What I Found

CAF’s content consistently communicates its mission and showcases performances, but lacks variety in format and storytelling. Posts are primarily informational and do not fully leverage interactive features like Stories or video content. Content is consistent in branding and inclusivity, but heavily focused on event promotion and lacks diversity in format and interactivity.

Step 2: Rhetorical Analysis

  • Ethos (credibility)

  • Pathos (emotional appeal)

  • Logos (clarity of messaging)

What I Found

While CAF effectively establishes credibility through prestigious performances, its emotional storytelling and audience interaction are underdeveloped, limiting deeper engagement.

Step 3: UX Research

Method

  • Interviewed 3 users (student, parent, music enthusiast)

What Users Said

  • They want more personal stories

  • They enjoy event content but want more interaction

  • They prefer behind-the-scenes and human-centered posts

Key Insight

Users are most engaged by content that feels personal, inclusive, and interactive rather than purely informational.

Strategic Pillars

  • Storytelling

  • Community Engagement

  • Event Promotion

  • Accessibility

Step 5: Strategy Development

Core Strategy Statement

The content strategy focuses on creating inclusive, inspiring, and interactive content that strengthens community connection and encourages participation in the arts.

Platform Strategy

Instagram → storytelling + interaction

Facebook → updates + community

Mini Social Media Campaign

Each post was designed to test how storytelling, video, and emotional content impact engagement compared to traditional posts.

Key Takeaways from Campaign

The campaign confirmed that dynamic, story-driven content generates stronger engagement than static, informational posts. Video content and personal narratives were especially effective in creating emotional connection and encouraging interaction.

Full Content Strategy Report

This project was supported by a comprehensive content strategy report that includes in-depth research, analysis, and recommendations for the Continuo Arts Foundation’s social media presence. The report integrates rhetorical analysis, UX research, and findings from a live mini-campaign to provide a comprehensive strategic framework.

Project Reflection

This project shifted my perspective from simply creating content to designing a strategy. I learned how research, user behavior, and platform features shape content performance. Most importantly, I saw how storytelling can transform engagement from passive viewing into meaningful connection.

Notable Skills & Tools

Social Media Strategy Development

Developed a research-driven content strategy to improve engagement, strengthen storytelling, and align CAF’s digital presence with its mission.

Content Auditing & Data Analysis

Evaluated 30+ posts to identify trends in engagement, content types, and platform effectiveness.

Rhetorical Analysis
& Content Evaluation

Analyzed existing content using ethos, pathos, and logos to identify gaps in emotional storytelling and audience connection.

Campaign Design & Execution

Created and tested a mini social media campaign featuring storytelling, promotional, and community-focused content.

Brand Messaging & Storytelling

Crafted content that highlights personal narratives and community impact to build stronger emotional connections.

UX Research &
Audience Insights

Conducted user interviews to uncover audience preferences, engagement behaviors, and opportunities for more interactive content.

Platform Strategy & Optimization

Developed platform-specific approaches for Instagram and Facebook, emphasizing video, interactivity, and reach.

Accessibility & Inclusive Design

Incorporated best practices such as captions, alt text, and inclusive messaging to ensure content is accessible to a wider audience.