Role: Social Strategy • Content Pillar Development • Paid Media Planning

THE CHALLENGE

The Woodlands, TX — a 100K+ resident community developed by the Howard Hughes Corporation — had no social media presence. Despite a deeply loyal resident base, the brand lacked digital storytelling to attract new homeowners, support local businesses, or foster online community connection.

THE STRATEGY

Conducted interviews and audience analysis to uncover core community identities and digital habits

Created a social positioning and channel launch plan centered on resident storytelling, lifestyle content, and local maker features

Developed content pillars and brand tone inspired by aspirational lifestyle brands (Urban Cowboy, Magnolia)

Designed a style-aligned online magazine ("The Woodlander") to showcase local voices — artists, chefs, musicians, entrepreneurs

Built out a visual and editorial guide, target personas, and a cross-platform strategy to support both engagement and future lead generation

WHY IT MATTERED

This wasn’t just about launching an Instagram page — it was about building a digital reflection of a place that already had deep offline pride. Our work laid the foundation for long-term community engagement, placemaking, and brand growth.