JESSICA ARCE

APAC SOCIAL MEDIA - PRELIMINARY PROPOSAL

GOALS 1. Define long and short term social media goals: Execute social media audit to
determine strengths and weaknesses of APAC platforms. Work with Program
Manager and APAC team to determine needs and budget, identify specific goals
and objectives, and build a dynamic strategy and editorial calendar to achieve
goals.
2. Increase social media traffic: Research, select and budget social media analysis
tools to measure traffic. Connect social media platforms to present consistency
and to drive activity across platforms.
3. Increase social media engagement: Facilitate conversation on platforms to
encourage direct exchange, creating the digital space for open and safe
communication, and fulfilling the organization’s mission to involve the
community in the telling of their own histories.

INITIAL Since the APAC is an industry leader in redefining museum experiences and
ASSESSMENT collective history, I am excited to team up and tackle the challenge of improving
their current social media standings.

Successful social media marketing is a powerful way to get engage audiences in

these times. In my research, I discovered the APAC’s current primary social media
strengths include:

• Clean, accessible graphic design

• Dynamic programming that features opportunities to connect with
independent artists
• Free resource packages such as the Care Package and the Learning
Together guides

The current weaknesses I would like to work to improve are as follows:

• A more active identity on APAC social media that encourages dialogue with
followers
• Targeted community engagement
• Use of analytics to determine effective social media practices
• Consistency in posting timelines across platforms

The APAC social media platforms currently present in a passive way, often serving
to announce new initiatives and programs. A new social media strategy would apply
more direct engagement with followers, creating the space for audiences to talk
with the APAC and with followers of their platforms.
 JESSICA ARCE
APAC SOCIAL MEDIA - PRELIMINARY PROPOSAL

SERVICE • Social media audit: Analyze 3 platforms: review top and lowest performing
OFFERINGS content, identify audience personas, determine goals and outline future
strategies.
• Build editorial calendar: Identify priorities, determine a posting schedule, outline
approval process for posting, define social media guidelines.
• Bi-weekly meetings: Review strategies, goals and messaging with the APAC
team.
• Curation and management of content: Graphic design and video editing services
included to create content.
• Analytics and reporting: Provide weekly analytics that include follower growth,
reach, demographics, comments, “likes”, shares, etc. Submit monthly reports
summarizing activities and results. Adjust strategy and calendar to accommodate
findings.

5-MONTH • Month 1: Execute social media audit and analysis, define long and short term
PLAN goals and decide metrics of success.
• Month 2: Build 3-month editorial calendar in alignment with APAC and SI
initiatives. Create a social media guidebook that outlines platform personas and
best practices for design and messaging.
• Month 3: Launch phase 1 of social media campaign, focusing on Instagram.
Curate, create content, and analyze progress of the campaign.
• Month 4: Launch phase 2 of social media campaign, focusing on Facebook and
Twitter. Curate, create content, and analyze progress of the campaign.
• Month 5: Analyze progress of the campaign, determining sustainable strategy to
be executed after the conclusion of the project.
 JESSICA ARCE
APAC SOCIAL MEDIA - PRELIMINARY PROPOSAL

PAST *See below for relevant positions. See resume for full work experience.
POSITIONS
1. TFI Network Coordinator, Consultant
Tribeca Film Institute®, New York, NY | February 2020 – May 2020
Point of Contact: Michelle Hamada, Manager of Scripted and Documentary
Programs
Email: mhamada@tfiny.org, Phone: +1(650) 440-1818
• Relevant work: Project lead for 2020 Filmmaker Guide. Wrote copy and
worked with designer to create print and digital versions of the program,
and transformed copy for Marketing Director to present social media
platforms.

2. Marketing and Sponsorship Consultant

Legacies of War, Washington, D.C. | May 2019 – January 2020
Point of Contact: Aleena Inthaly, Chief of Staff
Email: aleena@legaciesofwar.org, +1(703) 973-5024
• Relevant work: Maintained budget and oversaw production of printed
and digital marketing materials including the website and social media
platforms, press kits, invitations, program booklet, etc. Lead copywriter
for all materials.
• Samples of 15th Anniversary Gala copy: lightnewlegacies.com
3. Media and Events Consultant
2019 DC Jazz Festival, Washington, D.C. | April 2019 – August 2019
Point of Contact: Skylar Rea, Events Coordinator
Email: skylar@dcjazzfest.org, +1(202) 316-1424
• Coordinated team of photographers and videographers for coverage
needs at performances across the city over the two-week festival,
determining best practices for follow-up coverage and preparing footage
for social media team.
4. Festival Coordinator > Festival Manager
Luang Prabang Film Festival, Luang Prabang, Laos | August 2016 – January
2019
Point of Contact: Gabriel Kuperman, Founder and Director of Artist Programs
Email: director@lpfilmfest.org, +856(205) 682-8055
• Managed festival’s social media platforms, identifying and implementing
best practices, and securing 5,000 new followers over a year. Executed
multiple social media engagement campaigns for festival sponsors.
• Sample links: Contest Call for Pepsi Sponsor, Filmmaking 101: Episode 1,
2017 Festival Recap, 2016 Festival Recap
 JESSICA ARCE
APAC SOCIAL MEDIA - PRELIMINARY PROPOSAL

PROJECT * Payment schedule to be determined.

QUOTE

Process Amount
Social media audit $2,250

Strategy report with goals, objectives and metrics defined $2,750

3-month editorial calendar $3,000
*open to discussing longer period for editorial calendar

Social media guidebook $1,250

Phase 1, Instagram: curation, creation, approval of posts $2,000

Phase 1, Instagram: analysis report with solutions defined,
$1,500
and adjustments made to editorial calendar
Phase 2, Facebook and Twitter: curation, creation, approval
$2,000
of posts
Phase 2, Facebook and Twitter: analysis report with
solutions defined, and adjustments made to editorial $1,500
calendar
Phase 3: continued curation, creation, approval of posts for
$2,000
3 platforms
Final report detailing next steps and strategy $2,250

Total Quote $20,500