I shifted toward life-in-Canada storytelling—holidays, customs, fun facts, and slang—at five posts per week, with two tied to immigration and study services and three dedicated to cultural hooks built for saves, shares, and repeat visits.
I used Stories and Reels for real-time moments people actually care about on the ground—cherry blossom season, Pride, fireworks times and locations.
Email marketing and long-form WordPress content worked as the slower, higher-intent layer: together they helped attract and nurture prospective clients (lead generation) by moving curious readers from discovery into consultations—with subject lines, CTAs, and article depth matched to where people were in the journey.
A repeatable campaign + content system
Email (Mailchimp) — how sends were structured
Mailchimp execution—templates, segmentation, and cadence tied to site content—so sends consistently fed the pipeline of prospective clients researching Canada options (lead generation), not just one-off announcements.
Original campaign screenshots weren't preserved.
- Cadence: Sends aligned with blog publishes and seasonal hooks so newsletters weren't one-off blasts.
- Subject + preheader: Clarity-first lines with Canada keywords; preheader used when it added a second beat without repeating the title.
- Template: Repeatable blocks (hero, body, single primary CTA) to reduce layout drift between campaigns.
- Channel fit: Email pointed back to deep pages; Instagram carried the weekly habit—same story, different depth.
SEO + WordPress
Utility articles and on-page structure to support organic discovery.
Long posts with clear outlines and sidebars so Taiwan- and Hong Kong–based readers could self-serve before consulting.
Visuals for web + social
Figma graphics for the site and Instagram—supporting +500 followers and +21% engagement over roughly three months.
I locked hero hierarchy and promo clarity so culture posts and conversion flyers still read as one ADM system.
Campaign and blog visuals so email, web, and social pointed to the same story and CTAs.
Calendar hooks & “utility” social
I chased utility moments people actually search for on Instagram (times, places, seasonal hooks).
- Feed — Canada life / calendar hook · Instagram
- Feed — Canada life / calendar hook · Instagram
- Feed — Canada life / calendar hook · Instagram
- Feed — fireworks times & locations · Instagram
- Reel — local event · Instagram
- Feed — seasonal / local guide · Instagram
Measurable growth in engagement and reach
The numbers below are anchored in @adm.tw on Instagram—especially follower growth and typical post engagement. Mailchimp sends and WordPress articles also pushed readers toward the account during the same stretch.
Instagram · typical post likes
Outcomes at a glance (3 months)