Marketing Portfolio

Emily Costello

The bulk of my portfolio consists of work during my time at WXPN and the Philadelphia Film Society (PFS). You can find different campaigns highlighted below with examples linked as well as a reel of video content for applicable campaigns.

WXPN - Concert Picks Weekly Campaign

Each week WXPN curates a list of "must see" concerts in the Philadelphia region that would interest our audience. We began this campaign in February 2023, when it was clear more video content was needed on the WXPN Instagram. Since then, I have produced each weekly video from ideation to filming to post-production. This series continually gets some of the best engagement on the WXPN Instagram, averaging at 5k views and 250 likes (for an audience size of 37.5k as of 10/11/23). Below you can find a reel of some of the more recent concert picks Instagram reels.

[Reel under construction - coming soon]

WXPN - Social Squares

WXPN has a variant of on-air programming happening simultaneously at any given moment, most of which needs social support throughout each week. As a manager of the social content across all WXPN socials, I have created a variety of graphics and copy for said programming. Through my time at WXPN, I discovered their audience enjoys fun and thoughtful copy coupled with vibrant graphics.

Hip Hop 50 - celebrating the 50th Anniversary of Hip Hop
Juneteenth - celebrate Black voices through WXPN Juneteenth programming featuring music, stories, and more.
The Best of 2022 campaign - best songs and albums curated by on-air hosts
Giving Tuesday 2022 campaign

WXPN - Supporting Editorial Content

On occasion, WXPN required editorial support for on-air content that I would write. Typically, this consisted of announcements of stunts, or individual posts for an on-going on-air stunt. I would often adapt my supporting social content from these pieces, you can find examples below.

WXPN Through The Decades - the announce post for an on-air weekend-long stunt.
Throwback Thursday Featured Artists - weekly stunt that required pieces written about that week's featured throwback artist.

Philadelphia Film Society - Instagram Now Showing Series and Curated Programming Stories

PFS releases new films and new screening times for their venues each week. In the Fall of 2021, I proposed we create a weekly series called Now Showing that acts as a trailer for films they are screening at our venues. This took shape in stories with direct links to ticketing pages for ease of access. Each week I edit theatrical trailers for the films PFS is screening into 15 second clips so as to fit into Instagram stories restrictions. I use a stock soundtrack as the backing sound to make the weekly editing process easier. After posting, each week I then update the highlight Reel of Now Showing on PFS' Instagram.

Along with our first-run/newly released titles PFS screens, they also have monthly curated programming which includes retro titles. Each month I compile theatrical trailers for the retro titles and compile a Now Showing type trailer in PFS' stories. For these particular titles, I keep the trailers sound and often have to edit different audio clips together to make a cohesive and engaging 15 second clip for each title.

Below you can find a reel of both Now Showing and Curated Programming Stories.

PFS Now Showing & Curated Programming

Philadelphia Film Society - Social Squares

PFS promotes their curated programming through social squares for upcoming screenings. I was charged with the creation of the graphics as well as writing and editing the social copy for each post. Depending on the film, I kept the captions witty and informational. You can find examples of recent social squares below.

Philadelphia Film Society- Misc. Organic Campaigns

Along with other branded content, I try to keep our social media light and engaging between posts promoting specific screenings. I take time and brainstorm different "goofy" ideas that we can use to help promote our curated programming without explicitly promoting it. This typically takes the form of some sort of liticle that lives on PFS' News & Stories section of their website that is then translated to a social post.

I've also proposed other miscellaneous campaigns such as a Throwback Thursday weekly post and an April Fools Day post. Both of which were extremely successful organically on PFS' feeds. Each Throwback Thursday post, lives exclusively on Instagram and always has some sort of film tie-in, typically relating back to either a film we are screening or an anniversary in the film industry. For April Fools Day 2022, I proposed we do a "Spotted in Philly" where I photoshop trending celebs in various Philadelphia sites. That particular post currently sits as one of PFS' most liked and gained them 60 followers overnight.

You can find examples of each below.