Intertraffic
Content and brand strategy
A data-informed LinkedIn content strategy developed from audience segmentation and competitive research.
01 Overview
During a ten-month internship, I developed a strategy to improve Intertraffic's off-event LinkedIn engagement and supported the organisation's social channels and website.
02 Challenge
Intertraffic needed a more relevant, consistent social presence between its major industry events.
03 My role
I conducted audience segmentation, created personas, developed the content strategy, presented it to stakeholders, and supported day-to-day publishing.
04 Process
- 01Used K-means clustering to explore audience segments.
- 02Translated the segments into personas, content pillars, SMART goals, and a publishing plan.
- 03Benchmarked competitors and presented the strategy for partial implementation.
05 Outcome
A data-informed LinkedIn strategy and content framework for Intertraffic's continuing online presence.
06 Methods
K-means clustering · Persona development · Competitive research · Content planning
07 Reflection
The project was an early example of how data can sharpen creative decisions when the analysis is translated into a clear audience and communication system.
Project by Intertraffic x NHL Stenden
Areas — Audience Research, Content Strategy, Data Analysis, Visual Design