The Well Social Media Management
The Brand
There are many christian-based creatives living in West Michigan that feel far from valuable connection as most large-scale networking opportunities meet in big U.S. cities. The Well Ministry for Creatives wanted to provide West Michigan with a place for these creatives to be encouraged and make lasting connections so they can improve their craft and use their God-given gifts.
What started as the Lake Michigan Writers Conference in 2016 soon expanded into the multifaceted creative conference it is now. From 70+ sessions during The Well Conference to workshops, retreats, and social gatherings with the monthly Splashes of The Well, The Well creatives and supporters can access the brand's encouraging creative community through multiple touchpoints.
The Approach
The Midwest isn't the first place you think of when you consider creative hubs or artistic networks, let alone a prominent region for christian creative connections. The Well Ministry for Creatives finds its home in West Michigan, networking, equipping, and refreshing christian creatives to use their God-given gift. Since 2016, The Well's focuses on the annual conference that provides more than 70 breakout sessions and events. Additionally, The Well is proud to host retreats and meetups, virtual and in-person, throughout the year for creatives all over the world.
We dove into a campaign to support awareness of The Well's brand and The Well Conference in June 2025. 12 creative professionals participated in our Splash of The Well, a monthly meetup dedicated to The Well’s mission to network, equip, and refresh christian creatives. These monthly meetups served as direct investment into past conference attendees and an invitation for newcomers to explore what The Well offers. Additionally, our team organized a Splashmas holiday giveaway running on the 12 days before Christmas Day. This included 8 conference faculty and 4 directors who offered a free gift, corresponding to the 7 breakout tracks offered at The Well Conference (Speaking, Writing, Theater, Music, Art, Marketing, Biblical Studies, and Personal Growth). The main goal with Splashmas was a classic “enter-to-win” giveaway for positive brand reach and engagement across all socials with mention of the early bird conference prices.
The Strategy
The Splash of The Well monthly meetups consisted of 12 creative professionals who aligned with the Well’s brand value of faith and creative exploration. These monthly meetups included skills classes, interviews, and live events that were shared on The Well’s main Facebook, Instagram, Newsletter, and Website with cross-posting and re-sharing of meetup advertisements or links utilized by the creative professional to their social media.
Similarly, with the “12 Days of Christmas” campaign, our 12 leaders provided user-generated content to announce their participation in collaboration with our holiday giveaway to optimize brand visibility on platforms like Instagram and Facebook.
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Highlights
In 10 months, we hosted 9 Splashes of The Well and one Splashmas giveaway. With our 12 day Splashmas giveaway having the highest rate of unique visitors, the brand was able to see an increase of 14% more followers on Instagram and 20% more followers on Facebook. After The Splashmas giveaway, The Well Ministry saw 8 new registrations for The Well Conference 2025, a primary goal for our holiday campaign.
What the Client Had to Say
"Jazlyn has a gift for sharing your message through social media". Kathy Bruins, Founder
"Jazlyn is a talented graphic and brand designer who is easy to work with for your social media, branding, and design needs." Kimberly, Website Lead
Say hello at 616network@gmail.com to chat about creating your next branding project.