01 / FLETCHER JONES MOTORCARS
Prestige.
With proximity.
Make luxury feel approachable without weakening the brand.
Insight → concept → production → refinement
ACCOUNT PERFORMANCE
During the reporting period, a May follower-count drop appears consistent with broader Instagram removal of inactive or inauthentic accounts; the audience subsequently recovered.
BUSINESS NEED
Earn attention beyond inventory.
Create a stronger human connection to the dealership through people, product knowledge, ownership experiences and Newport Beach culture.
MY RESPONSIBILITY
Lead the content operation.
Strategy, concepts, filming, editing, copy, publishing, community, reporting and cross-functional coordination with staff, management and production collaborators.
ACCOMPLISHMENT
Build a repeatable program.
A recurring editorial approach supported by production briefs, planned publishing and performance review, alongside the account results above.
The operating system behind the output
Selected structure from the May–August 90-day content engine.
Audience × editorial pillar
Assign each concept a primary audience, format and KPI. Maintain a concept backlog so production starts with a clear purpose.
Two production tracks
Coordinate specialist shoots and recurring in-network capture through separate briefs for feed posts and Reels.
A working calendar
Sequence polished posts, education, lifestyle and events. Track each item from planning through publication.
Post audit → next brief
Log response by pillar, format and audience. Use the review to choose what to repeat, adjust or retire.
Inside the content calendar / sample outputs, cadence & review loop
A representative view of how the Fletcher Jones content calendar translated strategy into publishable work: monthly themes, weekly production slots, channel-ready deliverables and review notes that fed the next brief. This is a sample structure, not a fabricated dated calendar.
01 / MONTHLY CONTENT MAP
What the calendar planned
Each month balanced prestige, proximity and proof across recurring lanes: hero vehicle features, ownership lifestyle moments, staff expertise, service trust, delivery and customer moments, event and community coverage, and performance review. The calendar made sure the account was not relying on one-off posts or inventory alone.
Reel + feed caption + story cutdown
Interview prompt + short Reel + carousel copy
Location shot list + caption angle
Behind-the-scenes clip + educational caption
Advance Story + recap Reel + photo set
02 / WEEKLY PRODUCTION RHYTHM
What a week produced
A typical production week moved from brief to capture to packaged assets, so the calendar created usable output rather than vague content ideas.
Choose the priority vehicle or brand theme; write the brief, hook and shot list.
Film product, staff or ownership content; gather B-roll and Story assets.
Edit the Reel, prep the cover, captions, hashtags and posting notes.
Publish or schedule; manage comments, Stories and recap moments.
Record response and note what should repeat, change or retire.
03 / CHANNEL-READY DELIVERABLES
What came out of it
That is the point: the calendar connected strategy to actual assets and decisions.
04 / 90-DAY REVIEW LOOP
How the calendar improved
Every cycle reviewed which pillars, formats and openings earned attention, then turned those learnings into the next round of briefs. The proof is not only the posts; it is the operating discipline behind them.
Selected creative
The decisions behind the work.
G-Class / the departure
Creative analysis
- 01 / Objective
- Make the vehicle desirable through a recognizable ownership moment.
- 02 / Creative rationale
- Move from door detail to departure, turning a product presentation into a short ownership story.
- 03 / My contribution
- Concept, capture, editing and publishing within the FJM content program.
- 04 / Outcome & learning
- Refined my use of sequence, pacing and detail to communicate the ownership experience.
AMG / the reveal
Creative analysis
- 01 / Objective
- Build anticipation around a vehicle reveal.
- 02 / Creative rationale
- Move from the covered silhouette to exterior and cabin details, giving the reveal a clear payoff.
- 03 / My contribution
- Vehicle storytelling, shoot planning and social production.
- 04 / Outcome & learning
- Practiced controlling anticipation and pacing without relying on a feature list.
S-Class / the walk-around
Creative analysis
- 01 / Objective
- Help viewers compare two expressions of the same vehicle.
- 02 / Creative rationale
- Use a guided tour of exterior color and interior materials, then invite a preference.
- 03 / My contribution
- Product presentation, filming and editorial structure.
- 04 / Outcome & learning
- Made a detailed comparison easier to follow through a consistent decision prompt.
People / the equity specialist
Creative analysis
- 01 / Objective
- Give audiences a personal connection to the dealership.
- 02 / Creative rationale
- A conversational staff portrait introduces the people behind the brand.
- 03 / My contribution
- Staff-focused capture and presentation within the FJM program.
- 04 / Outcome & learning
- Developed my approach to filming nonprofessional talent naturally in a working environment.
Service / behind the expertise
Creative analysis
- 01 / Objective
- Make the service team’s expertise visible.
- 02 / Creative rationale
- Follow a technician from introduction to workshop explanation, connecting the person with the work.
- 03 / My contribution
- Team-led content, production coordination and editing.
- 04 / Outcome & learning
- Developed a clearer way to communicate technical work through people and process.
Movement / a different perspective
Creative analysis
- 01 / Objective
- Connect the vehicles with an active lifestyle.
- 02 / Creative rationale
- Contrast athletic movement with the G-Class and showroom; quick cuts create an unexpected opening.
- 03 / My contribution
- Lifestyle concept, creative execution and social distribution.
- 04 / Outcome & learning
- Extended the brand beyond inventory content while keeping the vehicle central.
G-Class / the coastal setting
Creative analysis
- 01 / Objective
- Connect the vehicle with Newport Beach life.
- 02 / Creative rationale
- Combine exterior detail, driving and coastal context to connect the product with its setting.
- 03 / My contribution
- Creative development, production coordination, editing and distribution.
- 04 / Outcome & learning
- Refined visual continuity and pacing across product and location footage.
AMG / two ways to drive
Creative analysis
- 01 / Objective
- Give a product comparison a memorable human premise.
- 02 / Creative rationale
- Contrast two vehicles through presenters, features and everyday occasions.
- 03 / My contribution
- Concept development, coordinated production and social storytelling.
- 04 / Outcome & learning
- Balanced product information with personality and a clear choice for the viewer.
Delivery / the customer moment
Creative analysis
- 01 / Objective
- Show the emotional experience of collecting a vehicle.
- 02 / Creative rationale
- Follow the arrival through the reveal and reaction so the customer remains the focus.
- 03 / My contribution
- Customer-experience content and in-dealership capture.
- 04 / Outcome & learning
- Strengthened timing and observational storytelling around an unscripted moment.
Coastal living / product in context
Creative analysis
- 01 / Objective
- Place the vehicle within a broader lifestyle.
- 02 / Creative rationale
- Alternate automotive details with the setting’s materials, rooms and outdoor spaces.
- 03 / My contribution
- Location-led creative, filming and visual sequencing.
- 04 / Outcome & learning
- Practiced maintaining one visual story across different subjects and environments.
Creative judgment under brand constraints, cross-functional production, and the discipline of connecting editorial decisions to performance.
