Spear Education.
Spear Education provides comprehensive continuing education for dental professionals.
This includes in-person workshops and seminars, virtual seminars, online courses, community forums, and events.
What was my role?
As Spear’s Social Media and Influencer Manager, I was responsible for the strategic direction of all social media channels, calendar planning, content creation, copywriting, community management, social listening, employee advocacy, and the influencer program.
I was responsible for managing organic content across Instagram, Facebook, LinkedIn, X, TikTok, and YouTube, as well as paid advertising on Meta and LinkedIn. I utilized Sprout Social and Google Analytics for reporting purposes.
Social Media Strategy.
The Goal: Increase cross-channel audience growth by +2% month over month (MoM) and exceed a +5% engagement rate year over year (YoY).
The Outcome: My social media strategy resulted in +20% MoM audience growth and +9.5% engagement rate YoY.
My Strategic Approach:
Tailor Content by Platform - Develop platform-specific content that leverages the unique features, audience behaviors, and algorithms of each social channel.
Diversify Content Formats - Incorporate a balanced mix of videos, carousels, educational posts, and engaging, lighthearted content to keep the audience informed and entertained.
Leverage Strategic Trends - Identify and participate in trends that align with the brand’s values, voice, and objectives to drive relevance and authenticity.
Prioritize Quality Over Quantity - Focus on creating high-value, audience-driven content rather than posting for frequency alone—ensuring stronger engagement and visibility.
Examples: Zirconia Restoration, Rubber Dam, Demo Video, Interview Video, Orlando or Bust, Halloween
Paid Social Advertising.
The Goal: Unique KPIs were set based on the type of ad running (i.e., Awareness vs. Traffic vs. Lead) and the specific campaign (i.e., Evergreen, Event, Workshop), with overall objectives being:
Build awareness around the importance of continued education within the dental industry.
Highlighting Spear’s on-campus learning environment to drive workshop attendance.
Promote the benefits of a holistic learning experience — a mix of online, in-person, and community groups.
My Strategic Approach: The customer journey is much longer within continued education because it is a big financial and time commitment for dental professionals, so my paid social strategy strongly focused on building awareness and prospecting new audiences and used a diverse mix of content, based on campaign audience and objectives.
Budget: I used approximately 60% of the budget for top-of-funnel social ads, with workflows that bring people into email marketing and sales outreach, 20% of the budget was used for retargeting web and social media visitors, and 20% for lead generation, targeting more niche audiences with white paper downloads and course registration.
Brand Ambassador Program.
The Goal: Build a community of influencers and industry thought leaders who are committed to the values of Spear Education, creating social media content from their point of view.
The Outcome: Within the first year, the Brand Ambassador program had 7 dental professionals regularly partnering with Spear to promote on-campus workshops, Study Clubs, and events.
My Strategic Approach: After conducting in-depth research into the dental industry, I identified and established relationships with key dental professionals who had an active and credible presence on social media. Together, we aligned their content strengths and audience interests with our business objectives, strategically selecting focus areas and developing a collaborative content calendar to drive measurable impact.
Examples: Influencer 1, Influencer 2, Influencer 3, Influencer 4, Influencer 5
Event Marketing
Event Overview and Objectives: Spear Education hosts an annual Summit event for dental professionals, which in previous years was exclusive to members. In 2025, the event was opened to the broader dental community for the first time, requiring a refreshed marketing approach.
To achieve attendance goals, I developed and executed innovative strategies to expand reach, engage new audiences, and generate awareness across the industry.
My Strategic Approach:
Pre-Event Promotion: Organic Posts, Geo-Targeted and Industry Targeted Paid Meta Ads, Influencer Activation, Social Media Toolkit
Timeline: November 2024 - March 2025
Organic Metrics: 34 posts, 38.6K Impressions, 5.8% Engagement Rate
Paid Metrics: 19.8K LP Views, $0.54 CPC, 1.08% CTR
During Event Promotion: Organic Posts, Live Influencer Correspondent, Influencer Activation, Sponsor/Exhibitor Videos
Timeline: March 20 - 22, 2025
Organic Metrics: 21 Posts, 15.6K Impressions, 12.6% Engagement Rate, 12.4K Video Views
Influencer Metrics: 30K Impressions, 3.4% Engagement Rate, 32K Video Views
Instagram Live Metrics: 13 Live Videos, 1.1K Video Views