Willard Varsity Club

CASE STUDY

Social Media Strategy, Content Development & Campaign Execution

Willard Varsity Club needed a digital revamp — a bold, community-rooted voice that could match the energy of their crowd. My goal? Build a consistent social media presence that increased engagement, elevated their brand identity, and turned everyday moments into content that converts. Here's how I brought it to life.

📍 Social Strategy · Content Creation · Campaign Management

Community Engagement

THE CHALLENGE

Willard Varsity Club, a hometown sports bar in Willard, Ohio, had the in-person energy but no digital presence to match. They lacked content rhythm, brand cohesion, and direction across platforms. I stepped in to own strategy and execution across the board from copy to camera.

THE SOLUTIONS

Working solo under my agency, Paxton Creative Studio, I led the end-to-end content process:

Created brand-aligned social templates
Developed a weekly content calendar
Captured content in real-time on-site
Executed and optimized local social campaigns
Delivered insights to improve reach and retention

+ Built brand-aligned visual identity for social

+ Created a weekly content calendar with high-impact cadence

+ Shot, edited, and posted daily content (Reels, Stories, Posts)

+ Wrote all copy — blending personality, clarity, and CTA

+ Developed and executed in-house campaigns (e.g. merch

launches, event promos)

+ Responded to comments/DMs to build community in real time

+ Delivered performance insights and creative recommendations

WHAT I DID

CAMPAIGNS LED

Each of these campaigns was concepted, managed, and executed by me under Paxton Creative Studio from strategy to social delivery.

St. Patrick’s Day
Campaign

Objective: Drive foot traffic, build brand engagement, and increase community reach.

Limited-Edition Merch → Designed and promoted St. Patrick’s Day tees via static posts
$100 Gift Card Giveaway → Planned and posted branded giveaway campaign
Local Brand Partnership → Partnered with community orgs to boost organic reach
Holiday-Themed Cocktails → Created & promoted via Reels
St. Paddy’s Day Food Special → Captured and shared via Reels
Entertainment Promotion → Static + Reels to highlight performers
Day-Of Engagement → Managed Facebook Live
Post-Event Recap → Final Reel summarizing the day

Social Media Performance (Facebook)

Managed and analyzed 10 posts with a total reach of 25K views.
Achieved an overall engagement rate of 2.88 %, above the platform average (1–2 %).
Generated 721 total interactions — including likes, comments, and shares.
Demonstrated consistent audience engagement and effective content strategy.

Social Media Performance (Facebook)

Managed and analyzed multiple posts and Reels throughout the Bike Night campaign, reaching a total of 29.6K views across all content.
Achieved an overall engagement rate of 2.19%, aligning with or exceeding industry benchmarks (1–2%).
Generated a total of 635 interactions — including 423 likes, 123 comments, and 89 shares.
Demonstrated strong audience interest and sustained engagement throughout the multi-month campaign series.

Bike Night Campaign

Objective: Strengthen brand recognition and community engagement through a recurring summer series blending music, food, and lifestyle culture.

Recurring Event Promotion → Highlighted each month’s event (2nd Thursday, June–September) with themed static posts and Reels.
Curated Food & Drink Specials → Created and featured unique menu items tied to each event theme.
Entertainment Promotion → Promoted bands and performers through both static graphics and dynamic Reels.
Campaign Rollout:
- Print Collateral → Designed and distributed 27x48 posters and exterior event banners.
- Limited-Edition Merch → Designed and released exclusive Bike Night tees.
Digital Content:
- Reels →
  - Individual Reels highlighting each event, including collaborations with bands and use of stock performance footage.
  - Human Reels announcing events before and recapping after each one.
- Stories →
  - Countdown Stories posted 1 week, 5 days, 3 days, 2 days, 1 day, and “Tonight” before each event for consistent audience reminders.
- Day-Of Engagement →
  - Managed Facebook Live sessions during events to showcase atmosphere and performances.

Weekly Event Campaigns

BINGO + Name That Tune Nights

Consistency meets community. To keep Willard Varsity Club’s audience engaged beyond weekend highlights, I introduced two new recurring events: Bingo Tuesdays and Name That Tune Thursdays. Each event became a built-in opportunity to create buzz, drive foot traffic, and strengthen the brand’s weekly rhythm.