A property account needs more than repeated leasing announcements. The content had to make the building relevant to prospective tenants and people interested in downtown Detroit, while giving both audiences reasons to follow and return.

Key challenges included:

• Connecting the building’s history with its present-day purpose
• Making nearby amenities relevant to the experience of working downtown
• Balancing engaging editorial content with leasing messages
• Coordinating permissions and credits for outside photography and video
• Using performance observations to inform future content decisions

A broader story of the building

I built recurring content themes around architecture, building identity, nearby dining, downtown experiences, and leasing. Together, these themes connected the property itself with the neighborhood around it.

The calendar balanced several types of content:

• History and architectural details that reinforced the building’s identity
• Photography and video offering different perspectives on the property
• Dining and neighborhood features relevant to a downtown workday
• Leasing content that kept practical business information visible

This structure supported consistent planning while allowing variety in the subjects and formats audiences encountered.

Working with photographers and creators

I coordinated permission requests for photography and reels, selected content for the account, and planned how those assets would support the broader story. Third-party work was credited to its creators.

I also developed recommendations for professional photography, video, drone footage, and interior coverage to support future content needs.

My contribution centered on strategy, content selection, coordination, and presentation. The photography and video remained the work of the credited creators.

I supported responses to audience questions and comments, including interest in the building’s views and tours. These interactions provided useful context for the topics people wanted to hear more about.

Performance reporting helped inform ongoing content planning. I reviewed account activity to support decisions about future topics and formats.

Recommendations for future growth

I prepared recommendations for LinkedIn expansion and paid promotion as possible next steps. These recommendations were separate from the ongoing organic social media work.

A content strategy connecting a Detroit landmark with its history, neighborhood, and leasing opportunities.

Instagram Performance

Reporting period: July 1–September 29, 2026
Source: Hootsuite, Instagram account @penobscotdet

Post Views

1,568

Post Engagements

110

Profile Reach

693

Reported Follower Count

157

Architecture, building identity, and creator features were among the strongest posts by engagement in the report. These examples illustrate the role of Detroit-focused storytelling within the broader content plan.

Top Posts by Engagement

• September 25 architecture feature: 29 engagements
• September 21 Minecraft recreation feature: 11 engagements
• September 4 red beacon feature: 9 engagements

Figures reflect the report’s Instagram metrics. Views and engagements are activity totals; profile reach is reported separately. The follower figure is a count, not the number of new followers.

Project Deliverables

The ongoing work also delivered:

• A recurring content calendar with distinct editorial themes
• Published history, neighborhood, and leasing content
• Creator permission requests and content coordination
• Photography options and recommendations for additional channels
• Performance reporting to support future content decisions

The project brings together strategy, creative coordination, and day-to-day account management to support a consistent social presence.