Social Media Management:
Innovation Quarter

The Innovation Quarter is a unique area located located in Winston-Salem, NC, that focuses on advanced data analytics, clinical research, population health and regenerative medicine. The Innovation Quarter, is operated by Wake Forest Baptist Medical Center, and is home to academic groups, private companies and other organizations located on 330 acres in downtown Winston-Salem. Its tenants include departments from five academic institutions—Wake Forest School of Medicine, Wake Forest University, Forsyth Technical Community College, Winston-Salem State University, UNC School of the Arts— as well as private businesses and other organizations. 

The Innovation Quarter had unique marketing challenges. One being that it had built a pretty substantial social media following. However that social media following was built around heavy instagram advertisements and thus their audience wasn’t clearly defined or engaged.

During my time there they also went through a substantial rebranding. The social media strategy needed to reflect that new brand look and feel but also highlight an essence of who and what is the Innovation Quarter. One of the largest differentiators of technology districts are the people. We wanted to grow the local communities engagement on Instagram and highlight that the Innovation Quarter is more than just a collection of pretty pictures of restored tobacco factories. I wanted to use Instagram to highlight who, what and why everyone can find a place in this community along with growing the local pride for those that live and work in the Winston-Salem and surrounding areas.