During my role as a Summer Student with Peterborough County in 2023, I collaborated closely with another student to develop and implement a targeted social media strategy. Our primary goal was to increase engagement, followers, and reach across the County’s social media platforms, with a special focus on attracting followers aged 18-24.

Over the course of four months, we successfully grew the percentage of followers in this age group from 3.8% to 5.8%, while consistently boosting overall engagement and reach. Notably, several posts exceeded typical performance benchmarks—our top Instagram post received over 90 engagements, with multiple others surpassing 30 engagements, well above the platform’s average. Additionally, the highest-reaching Instagram post we created achieved over three times the average reach prior to our involvement.

I’m particularly proud to have contributed to the oversight and production of the County Connects series, a collaboration with Global News Peterborough designed to introduce the community to County initiatives. I also filmed and edited the impactful Safe School Zones video campaign, supporting the County’s efforts to promote school safety in the fall.

This experience allowed me to apply strategic planning, content creation, and video production skills to real-world community engagement, helping to strengthen the County’s connection with a younger demographic.

Safe School Zones:

• Keep Our Kids Safe: Slow Down
• Keep Our Kids Safe: Stop For Buses