To The Track

Navigating Speedbumps

Photography

With the objectives of awareness, engagement, and increasing posts and followers in mind, the fall photoshoot captured imagery that appeals to each of the target markets. These images will be used to enhance PTX’s Instagram presence.

In the fall, the photography team focused on capturing images in a few different categories. Due to the season, fall foliage beauty shots of the different cars in the fleet was a major focus. These images provided bright, saturated colorings which show off the different course offerings and will stand out on social media. Focus- ing on the driven female market, there was a focus on capturing details of the interior and exterior of different vehicles. To capture both markets, there was a focus on capturing interactions between customers as well as between customer and instructor.

Videography

During the fall photoshoot, the videography team captured numerous clips which were able to be edited together for multiple purposes. Video will be an important visual aspect to PTX’s brand, particularly for the driven youth potential market for which 83% are active watchers of Youtube.

With the clips that were captured, a hype video was edited together with the intention of being posted to a future YouTube channel or IGTV, both popular platforms for our target market.

Additional clips were compiled into short, less than 10 second videos for use on PTX’s Instagram feed. After testing a few clips for engagement and impressions, implemeenting these clips on a more regular basis should prove to be effective in reaching more of the target audience.

Instagram Revamp

In order to appeal to the target audience more effectively, it is suggested for PTX to utilize a new profile image, new bio statment, new highlight covers, stories, imagery and captions to increase followers and overall engagment.

New Profile Image

Those who frequent social media value knowing that the profiles they are looking at are legitamate, especially when it comes to businesses. In order to establish this, a new profile image including the logo or PTX will enhance trust of current and future followers.

New Bio Statement

Updating the PTX Instagram bio was a key factor in eliminating confusion about the legitimacy of the account as well as what the PTX really is. Because PTX is unable to verify their account, we reworded their biography to include keywords such as “official” and changed the overall tone to sound professional and elite.

New Highlight Covers

Highlight covers are a great way for PTX to showcase their highlighted content for potential new followers to see and understand what the page is really about. With trendy, solid colors, these new covers will enhance the overall look of the feed without distracting from the bio or images.

Stories and Highlights

These instagram features are a great way to increase engagement. Story graphics such as questions and ratings will allow followers to interact with the brand and “Wallpaper Wednesday” posts will allow followers to keep a part of PTX on their phone at all times.

Posts and Captions

The captions have evolved to include more hashtags in order to generate engagement on their Instagram posts. We are also focusing more on the human side of the Porsche Track Experience, so the content of the photos and captions will be more relationship–centric.

Cohesive, Branded Profile