1. V I C T O R I A L Y N N H A S T I N G S @ G M A I L . C O M
P O R T F O L I O
CONSUMER MARKETING
PROGRAM ASSISTANT MANAGER & SOCIAL MEDIA MANAGER
2 0 3 . 4 7 0 , 0 9 1 1 V I C T O R I A H A S T I N G S . N E T
Victoria Hastings
VH

2. V I C T O R I A L Y N N H A S T I N G S @ G M A I L . C O M
PROGRAM ASSISTANT MANAGER & SOCIAL MEDIA MANAGER
2 0 3 . 4 7 0 , 0 9 1 1 V I C T O R I A H A S T I N G S . N E T
Hi! I'm Victoria!
VH
Part of my role as social media manager is
creating and procuring cutting edge media and
conversation-starting content that spreads and
grows our brand reach across multiple
platforms. Our business partnerships with
nationally recognized charities such as Susan
G. Komen, the American Cancer Society and
the American Heart Association allow us
unique access to a niche market of passionate
people who want to make a difference and help
others.
CONSUMER MARKETING

3. Facebook Likes: 9,311
Twitter Followers: 5,288
Program Length: Year-Round
Event Type: Golf, Tennis, & Dining
Benefits: Susan G. Komen
P E D A L T O T H E F I N I S H
R A L L Y F O R T H E C U R E
A C S G O L F E V E N T S
C H A N G E O F H E A R T
Facebook Likes: 857
Twitter Followers: 363
Program Length: Fall & Spring
Event Type: Indoor Cycling
Benefits: The American Cancer Society
Facebook Likes: 4,568
Twitter Followers: 173
Program Length: February
Event Type: Fitness
Benefits: The American Heart Association
Facebook Likes: 25
Program Length: Spring
Benefits: The American Cancer Society
*PILOT PROGRAM

4. 55-64 Years
23%
45-54 Years
16%
35-44 Years
10%
13-33
6%
65+ Years
44% Facebook is the heaviest
trafficked Rally social media
platform. Utilizing Facebook
analytics, it's evident that
97% of our 'Likes' come
from women and 44% of
those women are aged 65+.
Therefore, our primary
B R A N D D E M O G R A P H I C S
& T A R G E T A U D I E N C E
Rally for the Cure A G E D E M O G R A P H I C S O F F E M A L E
F A C E B O O K ' L I K E S '
Our largest program is Rally for the Cure, which
benefits Susan G. Komen annually with over
1,500 volunteer-run golf, tennis, and dining
events that take place around the country.
target audience is older women with a personal
connection to breast cancer, who want to get involved.
Our secondary target audience is golf and tennis
professionals and club managers who want to get
involved in supporting the cause by hosting an event.
Using that information, I have tailored our social media
strategy to maintain our following and attract more like-
minded people to our cause.
of Facebook 'Likes'
come from
women
9 7 %

5. C A P T I V A T I N G & G R O W I N G
O U R B R A N D A U D I E N C E
Rally for the Cure
Collaborating with our business partner and industry
influencer, Susan G. Komen has been extremely beneficial
in expanding our reach to our targeted segments of the
market. Together, we have increased our reach by
launching integrated marketing plans that involve ad
space in Condé Nast magazines such as SELF, targeted
postcard mailings, and social media content sharing, as
well as leveraging our social media equity to build
business partnerships. Using page analytics and feedback,
I determined that our most successful posts were ones
with phrases or quotes and interesting and relevant news
stories.
What Gives Me Strength, Launched September 2015
More than Pink campaign, Launched September 2016
M A J O R S U S A N G . K O M E N C A M P A I G N S
I ' V E W O R K E D O N :
RELEVANT, UPBEAT
NEWS STORY
RALLY AMBASSADOR
FEATURED
IN KOMEN CAMPAIGN

6. A P H R A S E T H A T R E S O N A T E S W I T H O U R A U D I E N C E
Rally for the Cure
With a firm understanding of who our audience is, I created a series of call to action posts using the phrase, "We will
never give up." Not only is it empowering, but it also connects back to our business partner Susan G. Komen, who uses
the phrase on their Komen 3-Day walk flags. The phrase also encourages a community response to act by sharing,
commenting and liking the posts. These targeted posts have proven to be our most successful in terms of reach,
'Likes,' shares, and comments.
REACH: 4,299 LIKES: 181 SHARES: 42 REACH: 11,836 LIKES: 558 SHARES: 155 COMMENTS: 11

7. O C T O B E R B R E A S T C A N C E R
A W A R E N E S S M O N T H
C A M P A I G N
Rally for the Cure
October is a crucial time for us to market our
program to our existing brand audience and expand
it an even larger one. The national attention given
to this awareness month allows us to use increased
call to action marketing to inspire people to 'Like'
us on Facebook and learn more about our program.
In order to successfully expand our brand reach in a
saturated market, I came up with a creative,
impactful and engaging October campaign. Each
day had a theme that used hashtags, original
content, shared content from business partners and
tagged groups that have hosted events in the past.

8. I N - O F F I C E A C Q U I S I T I O N D A Y S
Rally for the Cure
Bi-monthly we hold event acquisition days where event coordinators dedicate the day to making outbound calls to
book events. To make the day fun, each "Blitz Day" has a theme, prizes, and snacks or catered lunch that I create and
design. Some of the event themes we've had are Alice in Wonderland, Willy Wonka and the Chocolate Factory, spring,
prospecting (gold rush), and a speakeasy. As a result of the Blitz Days, there was a 400% increase in new event
acquisitions from 2015 to 2016.