01 · THE SITUATIONGreat work, stuck in a folder.
Think Tank has taught 3D, VFX and game art for 20 years. There was plenty to post: student projects, alumni interviews, guest talks, free workshops.
- Most of the student content never reached the feed.
- A lot of video was shot landscape for a vertical feed.
- The feed read like event ads, one after another.
- Nobody could trace a registration back to a social post.
A Luminary problem in a school's clothes: brilliant work, not enough of the right people seeing it, and no proof of what worked.
02 · WHAT WE BUILTEvery post asks for a hand-raise.
Onboarding
A client dashboard with an orientation video, weekly calls with the school's owner and head of marketing, and partner coordination for event promotion.
Content direction
Picked alumni interview moments, coached instructors on framing for vertical video, and started making two art variations per event so the audience never sees the same image twice.
The posting engine
A social SOP and a brand voice built from 12 approved captions. Instagram and LinkedIn written separately. Every Instagram event post ends with a comment keyword that triggers an auto-DM with a tracked registration link. Never "link in bio".
Student story Reels
A 13-student interview series and vertical shorts on the gap days, so events and student stories alternate.
Measurement
A weekly ledger and a designed report showing the full funnel for the first time: reach, hand-raises, DMs delivered, registrations.
Student showcase + TikTok
18 approved student project Reels for Instagram, LinkedIn and TikTok, plus a backfill for a TikTok account that had zero posts. Every caption credits the artist and their mentor.
03 · WHAT HAPPENEDThe proof showed up in the comments.
For the first time, the team could see a registration come from a post: an alumnus came through the auto-DM and signed up for a workshop. One person, so it proves the mechanism, not a rate.
"Nothing in marketing is cheaper than collecting a hand that is already raised." That line from our weekly report became the whole strategy.
If people engage but you can't tell who registers, you're a Luminary.
The Luminary container gets your best work in front of the right people, on a schedule, and shows you which posts actually bring them in.
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