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Wee Ones Club

Wee Ones Club is a beloved private preschool and enrichment program in Manhattan that offers a warm, play-based approach to early childhood education.

 

As Social Media Manager for Wee Ones Club, I oversaw the strategy and production of all social content across Instagram and Facebook. I led the creation of photo, video, and copy assets highlighting the school's nurturing environment, creative curriculum, and community-focused events. From developing and executing content strategy to defining brand voice and coordinating closely with school leadership to ensure alignment with program values and enrollment goals, my leadership of all social marketing initiatives boosted visibility, deepened parent trust, and fueled enrollment interest.

 

Through these efforts, we achieved a 223% Instagram follower increase and significantly strengthened community engagement both on and offline.

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GOALS:

Expand social media reach to build hyper-local community awareness and drive program inquiries and tours.

RESULTS:

Follower Growth:

Engagement Rate:

Reach:

Average Story Views:

+223%

+167%

+380%

+186%

Feed (Before)

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Feed (After)

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Kara Turrisi-Greenwood, Wee Ones Club Founding Director

"Sally is a perfectionist in the best way. She completes work quickly and accurately and takes the time to get to know our brand. She tells our story beautifully."

SHORT FORM VIDEO

Strategy: Shift the profile’s focus toward fun, engaging short-form video content (Reels) featuring program highlights, a powerful way to boost reach and connect with community on Instagram.

Goals

  • Leverage the proven effectiveness of video content (including trending audio) to expand reach beyond existing follower base

  • Use eye-catching reel covers to increase engagement among profile visitors

  • Highlight program value through dynamic, engaging footage that showcases the school’s offerings and atmosphere

Results

  • Engagement Rate: 4.46% (nearly double industry average)

  • Avg. Reach Rate: 111.52%

STORIES

Strategy: Keep current families and followers engaged with lively daily stories that offer an exclusive, insider’s view of the joyful moments happening each day at school.

Goals

  • Showcase the value of programming to both current and prospective families

  • Strengthen sense of community and foster deeper involvement among current families​

  • Drive sign-ups by sharing easy-access links, making it simple for families to register for tours, trial classes, and more — all in just one click

Results

  • Link click-through rate increased

  • Average story viewers increased by 186%

  • Boosted signups and attendance for supplementary programming (PJ party babysitting nights, talks with local parent coach, etc.)

ANNIVERSARY CAMPAIGN

Strategy: Celebrate the school’s 20th anniversary with a yearlong campaign to strengthen community pride and expand brand awareness. Roll out commemorative merch, special discounts, and social series featuring staff, alumni, and community members to drive UGC and deepen engagement.

Goals and Series

  • Highlight 20 years of excellence to position the school as an established, trusted cornerstone of the community

  • Showcase long-term impact through a “Where Are They Now?” alumni series, reinforcing the value of early childhood education in future success​

  • Maximize the impact of branded merchandise through a user-generated content campaign (“Where will your Wee Ones hat take you?”), encouraging families and alumni to share photos of their hats on adventures near and far

  • Launch a “20 Books for 20 Years” series of teachers with their favorite classroom reads to tap into the kid-lit community, showcase teacher expertise, and highlight the warmth and personality of the staff

Results

  • "Where will you Wee Ones hat take you?" series Engagement Rate: 15%

  • "20 Books for 20 Years" series Engagement Rate: 12%

  • Inquiries increased for both Mommy & Me and drop-off preschool programs

PAID ADS

Strategy: Leverage targeted Meta ads across Instagram and Facebook to raise local brand awareness and drive qualified traffic during key enrollment periods using tailored creative elements, precise audience segmentation, and compelling calls to action to maximize impact.

Goals

  • Increase brand awareness among hyperlocal target audiences

  • Drive a high click-through rate to funnel prospective families to website and inquiry forms

Results

  • CTR (click-through rate): 3.83%

    • Industry average: 0.73%​

  • CPC (cost per click): $0.19​

    • Industry average: $1.06​

Sally Roberts

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