Executive Summary
Background/Purpose:
For my senior project, I acted as the Social Media Manager for KenWilliamsCoaching, a Life Coach/Mentor who primarily receives clients from social media. My purpose was to give him information/direction that would help his content go from random/reactive, to structured and purposeful.
Business Goals:
- Increase high-quality leads for the 1-on-1 coaching program (Generate 10 “Schedule a Call” bookings per month).
- Grow the email marketing list by driving traffic to the “Discover Your Stuck Pattern” Free Quiz.
Social Media Goals:
- Increase link-in-bio clicks from TikTok by 20% over the next quarter using structured CTAs.
- Maintain steady TikTok follower growth while cross-pollinating the audience to an email list.
- Reach 40,000 Instagram Followers in 2026
Key Highlights/Outcomes: “Content Management Starter Kit”
- A Social Media Audit, (Manually scraping over 130 posts from both Tiktok and Instagram, collecting over 2,000 data points)
- An Executive Summary (a collection of informative charts, graphs, and lists, converting numbers into key insights and actionable data)
- A Content Plan (based off a template from Hootsuite that defined his business goals, then made social media goals that would help him accomplish his business goals, then defined content pillars, content deliverables, strategies and tactics to achieve those goals)
- A 3 Month Content Calendar incorporating all the information we found
- I ended up making a website where I can sell all 4 deliverables as one package to other content creators looking for direction.
Strategy
The project followed a four-step plan:
- Step 1
- Collect performance data from existing content.
- Step 2
- Identify patterns and opportunities.
- Step 3
- Develop strategic recommendations.
- Step 4
- Create an actionable content system.
This process ensured every recommendation was supported by measurable evidence rather than assumptions.
Client Objectives
The foundational strategy was built on aligning social metrics with tangible business goals:
- Business Goal 1: Generate 10 “Schedule a Call” bookings per month for 1-on-1 coaching.
- Business Goal 2: Grow the email marketing list by driving traffic to the “Discover Your Stuck Pattern” free quiz.
- Social Media Goal 1: Reach 40,000 Instagram followers in 2026.
- Social Media Goal 2: Increase link-in-bio clicks from TikTok by 20% over the next quarter using structured CTAs.
Content Pillars
- Education (The “Stuck” Mindset): Validating the audience’s psychology.
- Inspiration & Storytelling: Sharing Ken’s early retirement and TEDx background.
- Actionable Advice: Practical steps for career transitions.
- Promotion: Direct invitations for the quiz and discovery calls.
Visual Summary of Baseline Data
| Metric | Total Volume | Platform Breakdown |
| Total Audience | 89,000 | Instagram: 34.4k / Tiktok: 54.6k |
| Total Organic Views | 292,104 | Instagram: 1,816 (Avg) / TikTok: 2,542 (Avg) |
| Average Engagement Rate | 3.27% | Instagram: 4.05% / TikTok: 2.48% |
The Body
Strategy
The core positioning strategy centered on targeting mid-career professionals experiencing the “Stuck” mindset. The goal was to validate that they aren’t “broken” or “lazy,” but simply out of alignment, and position Ken Williams as the authoritative guide to help them transition safely into a side hustle, entrepreneurship, or other forms of employment they are more passionate about.
The Work: Performance Analysis
Through the manual audit of 130+posts, a narrative emerged from the data. While TikTok was the main engine for reach and top-of-funnel awareness (averaging over 2,500 views per post), Instagram was the center for community resonance, having a much higher engagement rate of 4.05%.
A surprising discovery was the Impact of Filming Location. The data proved that environmental context trumped platform algorithms.
- The Patio yielded the highest average engagement rate (3.38%).
- The Office, despite being the most frequently used filming location (54 posts), underperformed at 3.21%.
Individual Tactics & Implementation
Based on the data, four specific tactics were embedded into the 3-Month Content Calendar:
- Pivot to the Patio: Shifted the default filming setup from indoor desks to outdoor patio locations to naturally capture and retain casual interest.
- The “Hidden Gem” Revival: Re-circulated proven, high-resonance concepts that originally had low reach (e.g., a specific Instagram post with a 6.16% ER but only 1,152 views) to test their upper viral ceiling on TikTok.
- Dynamic Office Framing: Transitioned static office desk shots into dynamic walk-and-talk setups or whiteboard sessions to lift visual retention.
- Mid-Video Engagement Triggers: Moved CTAs from the very end of clips to the halfway mark via text-on-screen prompts, interrupting passive scrolling and forcing comment section utilization.
Content Strategy Reporting
The culmination of this research was the 3-Month Content Calendar (July–September). Content was meticulously mapped out to balance the four pillars. Deliverables included TikTok Reels, clipped long-form content from TEDx talks, and informational carousels. Each post was assigned a specific hook, key talking points, and a targeted CTA directing users to the cornerstone content (the Quiz or Discovery Call).
Conclusion
Client Outcomes
- Clear understanding of past content performance
- Actionable recommendations supported by data
- Repeatable posting strategy
- Three months of planned content
- Complete documentation for future growth
Personal Outcomes/ Strengthened Skills
- Strategic communication
- Marketing analytics
- Data visualization
- Content strategy
- Product development
- Digital branding
- Client consulting
Lessons Learned
- Data often disproves assumptions.
- Strategic planning creates better results than reactive posting.
- Visual storytelling helps clients understand analytics.
- Research becomes significantly more valuable when translated into actionable recommendations.
- Communication strategy can become a scalable product, not just a one time use client deliverable
This project demonstrates how strategic communication extends beyond content creation into research, analytics, planning, and product development.
By combining manual analytics, strategic planning, visual reporting, and implementation tools, I developed a complete content management system that solved a real business problem. The success of the project ultimately inspired a commercial digital product which can exist in perpetuity far beyond the due date of this project.
Appendix
Hours per task
Client meetings & discovery 6
Manual data collection (134 posts) 16
Spreadsheet organization & calculations 8
Data analysis 8
Executive Summary design 8
Social Media Audit writing 10
Content Strategy development 8
Three-month Content Calendar 10
Website design & branding 8
