SAIL CARIBBEAN

THE GOAL

Summer 2025, Sail Caribbean’s goal was to visually capture the summer programs and increase public awareness of Sail Caribbean and the summer programs it offers.

THE AUDIENCE

Sail Caribbean produces social media content for an audience of prospective and former students, aged 11-18, as well as parents.

Sail Caribbean also maintains a blog. Blog posts are primarily read by parents before and during camp sessions.

THE APPROACH

Parent audiences are first and foremost concerned about their children's safety at camp. To address this concern, we planned on publishing informational daily trip updates and ensuring that published photos documented safe practices (ex, correct wenching posture).

Student audiences, on the other hand, want to see all the fun activities that happen at camp. To appeal to the student audience, ages 11-18, we planned to post frequently on Instagram and TikTok.

Content on Instagram would be posted daily, and consist of activity updates on the story and weekly photo carousels on the primary feed. Content on TikTok would be posted bi-weekly and consist of more student-centered content, such as student-led boat tours, appropriate dance trends, and meal tutorials.