Pyramid Hill Social Media Marketing
The ETBD Capstone course serves as the culminating experience for the Emerging Technology in Business and Design program, bringing together design, marketing, technology, and project management in a real-world client partnership. For my capstone, my team collaborated with Pyramid Hill Sculpture Park, a 470-acre nonprofit sculpture park and museum in Hamilton, Ohio, known for its large-scale outdoor sculptures, natural landscape, and the Pyramid House, a historic building featuring ancient art collections. The overarching challenge of the project was to elevate Pyramid Hill’s digital presence while reimagining the visitor experience of its annual holiday lights attraction.
My capstone class was divided into three specialized groups: website, social media, and lights, allowing us to approach the problem from multiple angles while working toward a shared goal. Each team addressed a different aspect of audience engagement, digital modernization, and experiential innovation. Collectively, our work aimed to strengthen Pyramid Hill’s connection with current visitors, attract new audiences, and introduce technology-driven strategies that support long-term growth both online and onsite.
I worked on the social media team, which focused on clarifying Pyramid Hill’s target audience and building a more strategic, consistent, and engaging social presence. We began by analyzing existing social media metrics and researching visitor motivations and demographics to better understand who the park is reaching, and who it could reach more effectively. From there, we developed a comprehensive content calendar, created evergreen visual assets to support year-round posting, and explored opportunities to expand across platforms. A major recommendation was introducing TikTok as a new channel, supported by research demonstrating its potential to engage younger audiences and expand the park’s reach through creative, shareable content.
The social media team emphasized design, digital marketing, web strategy, and analytics while following an Agile project management structure. The semester was organized into four two-week sprints, each concluding with a client showcase where we presented progress, gathered feedback, and iterated on our work. Using Agile and Scrum methodologies allowed our team to remain flexible, responsive to client needs, and aligned across all three groups. Regular sprint planning, stand-ups, and reviews ensured strong communication and steady progress throughout the project.
The final deliverables from the social media team included a sustainable social strategy, a functional content calendar, and a set of drag-and-drop evergreen assets that Pyramid Hill can easily repurpose with minimal effort. We also provided evidence-based recommendations for launching and managing a TikTok presence tailored to the park’s brand and audience. Success for this project is measured by Pyramid Hill’s ability to clearly understand its audience, maintain consistent digital engagement, and confidently make data-driven marketing decisions moving forward. This capstone experience challenged me to apply strategic thinking, collaboration, and creative problem-solving in a professional client setting, preparing me for real-world work in digital marketing and brand strategy.
Click the button below to view my capstone's final process book.