Minnesota Board of Cosmetology Social Media

To support the Minnesota Board of Cosmetology in educating and informing audiences about infection control and safety issues within the industry, our team began with an audit and industry review to determine a new plan of action that would add value to audiences. Using research and industry insights, our team recommended a new approach across the Board’s social media channels to highlight both the creativity of its audiences and uplift the value of state cosmetology certification. Using the determined strategy, our team introduced a series of new styles, including fonts, icons, graphics, photos, and illustrations, for use in all social posts to create consistency and elevate the brand image. We also helped to break down complicated information into digestible animations and how-to instructions that worked in harmony with the existing branded materials and were applicable for online viewers. Next, we developed a detailed implementation calendar to provide a pace and process for rolling out content that included creativity spotlights, posts that elevated the value of getting a license in the field, helpful resources, industry rules and regulations, and additional items to make the brand and Board of Cosmetology team more approachable. Through detailed tracking we were able to closely monitor social media performance and continually adjust our approach—leaning into what people liked best—for increased effectiveness. As a result of our work, the Minnesota Board of Cosmetology significantly increased its social media reach (288% on Instagram!), interactions, and views, and gained followers and engagement, surpassing key performance goals in less than 3 months, all while projecting a polished and professional brand image and voice.