The target audience was culturally diverse young adults between the ages of 19-29. These individuals would be interested in nature or bird watching. I created a persona for the client to highlight the wants and needs of the audience.
Date: May 2019 – Aug. 2019
Client: Audubon North Carolina
My Role: Communications/Social Media Intern
Tools: Adobe Photoshop, Pages, Instagram, Keynote, Numbers, Hootsuite
The National Audubon Society is a company dedicated to bird conservation and preservation. I worked as a Communications/Social Media intern at the North Carolina branch. Along with writing articles and creating Facebook posts, I successfully relaunched the company’s Instagram account.
Problem
During my internship with Audubon NC, I noticed that the communications department needed help connecting with a younger audience through social media. They were skilled at using Facebook and Twitter but were unsure how to create successful content for their Instagram account. They also found it challenging to connect with the surrounding minority community.
Target Audience
User Research
Each branch within the National Audubon Society has an Instagram, Facebook, and Twitter account. I analyzed several of the Instagram accounts within the company to understand what type of content would be successful and unsuccessful.
I compiled the data I collected from my research and turned it into a slideshow. After presenting my findings to my colleagues, I hosted a webinar for several chapter leaders to address areas of potential growth within their Instagram accounts.
After presenting my findings to my colleagues, I hosted a webinar for several chapter leaders to address areas of potential growth within their Instagram accounts.
Solution
My primary goal was to relaunch Audubon NC’s Instagram account successfully. The new and improved content would attract a younger, diverse audience while meeting the wants and needs of their current audience. My secondary goal was to create several resources that the communications team could utilize to maintain the account in the future.
Business Plan
I created a slideshow outlining a business plan. These slides contain layouts, future posts, tips for creating successful posts, and ideas for future content.
I went on various trips interacting with birds and other animals throughout my internship. I created videos, boomerangs, and images to create highlight reels to post on the company’s Instagram page.
To forge a connection with the community, I proposed hosting a week-long event to showcase local photographers, artists, illustrators, and graphic designers. This event would also expose the client’s content to more viewers within their target audience.
Content scheduling
In June, one month before the launch, I created a content calendar in Hootsuite schedule when each post would be uploaded. To gain a steady following, I proposed that content should be frequently posted throughout the day. 2 -3 posts would be uploaded between the hours of 8 am- 11 am, 12 pm- 2 pm or 5 pm- 9 pm.
Launch Day
On the day of the launch, I went to Wilmington, NC to band Brown Pelicans. I took pictures throughout the day and periodically uploaded boomerangs and videos to the company IG story.
I later uploaded several posts to the company’s Instagram page and wrote an article detailing the Pelican banding experience.
Outcome
I revitalized a dormant Instagram account for Audubon North Carolina, which had fewer than 90 followers and no existing content at the start of the project. Within one month, I developed and published 96 posts, tripling the account’s following and establishing a consistent visual and educational presence. As of February 2026, the account has grown to more than 21,000 followers, demonstrating the long-term impact of the strategy, content framework, and audience development foundation I implemented.
Building on this success, I conducted platform research and developed an instructional training website, MediaBirder.com, designed to teach Audubon professionals how to effectively use Instagram for outreach, storytelling, and audience growth.