Newsletter Strategy
Who is Carter <br> Instagram Strategy & Brand Management

Who is Carter
Instagram Strategy & Brand Management


The Who Is Carter Foundation started out as a family who sought possibilities for one child, Carter Abbott. Now, we are a community of families, caretakers, complementary medicine practitioners, and supporters who want to make possibilities available for all children facing a pediatric neurological condition.


Who is Carter knew that Instagram was a viable marketing channel, however they were not confident of how to share their brand story, connect with their target audience, and start and engage in meaningful conversations. Additionally, they were unfamiliar with the inner workers of Instagram, like algorithms, success metrics, reporting, and incorporating third-party performance tools.

We started the process with a branding kickoff session for Who is Carter’s executive team, where we covered everything from messaging to target audience to business goals to marketing initiatives, must-haves, and wish list. It was one of the most productive and straightforward kickoff sessions we’ve ever facilitated. The information we gathered gave us a starting point filled with a wealth of knowledge.

Next, we began a comprehensive audit of the Who is Carter social media accounts, website, and support sales and marketing material. We reviewed engagement metrics from Planoly and Instagram Insights to determine any commonality for higher engagement posts and analyzed and identified areas for improvements.

Upon completing the audit phase, we then researched the target audience, competitors, and the influencer landscape. We used this research to develop a well-defined social media strategy with a prioritized action plan that yields improved social engagement and website traffic.

Lastly, we created a universal style guide that included tone, voice, photo requirements, emoji usage, colors, filters, and more. This guide makes it simple for everyone to pitch in the social media efforts, ensuring the brand message gets communicated consistently.


  • Grew Instagram followers by 175% within six months
  • Increased engagement rates by 200% within six months
  • Direct conversations and engagement with influential brands
  • Documented Instagram KPIs that tie into business goals
  • Detailed Instagram brand style guide to share with team and contractors
  • Accelerated time to post by 50%

Instagram Strategy Template

Use this Instagram strategy template to kick start or improve your Instagram, social medial, or overall marketing efforts. This template provides you with sample KPIs, brand examples, as well as sample goal setting, and growth plans.