“The online presence we built helped turn followers into family. We’ve never felt more seen — or more supported.”
— Jason Elliott, Founder & Executive Director, Out and About VA
Out and About VA is a grassroots LGBTQ+ event and community brand based in Charlottesville, VA. Our partnership began with a mission to amplify queer visibility and create welcoming, high-energy, highly shareable content that brings people together in real life. Over the past year, we’ve grown a small but passionate audience into a powerful digital community — one that drives measurable impact both online and on the ground.
Objectives
- Develop and implement a unified brand voice across content, visuals, and events
- Increase audience engagement and local visibility
- Grow event attendance and digital reach
- Raise funds for local LGBTQ+ initiatives through creative campaigns
Approach
1. Digital Brand + Voice Development
- Refined tone and visuals to reflect bold, community-first energy with a Gen Z and millennial-optimized aesthetic
- Created Canva brand templates for repeatable, recognizable content across Instagram Facebook and email
2. Social Media Content + Scheduling
- Managed Instagram feed, stories, and reels using data-backed scheduling
- Built content calendars around monthly campaigns, queer holidays, and cultural moments
- Created original video content and graphics with viral potential
3. Campaigns + Community Engagement
- Launched highly visible campaigns like “Little White Party Time” and “Queer Coffee Date”
- Organized giveaways and activations with local queer-owned businesses
- Supported event promotion and on-the-ground storytelling at every step
Results
Social Growth + Engagement
- 70%+ increase in Instagram followers YoY
- Average engagement rate of 7–10%, well above industry benchmarks
- Multiple reels surpassed 10K views, with one hitting 40K+ views organically
- DM and story interactions increased 3x, signaling deeper engagement and community trust
Real-World Impact
- Helped Out and About VA raise over $7,000 in grassroots funds through merch sales, donation campaigns, and benefit events
- Branded content and strategy contributed to the team’s win in C-VILLE Weekly’s 2024 Best Of Awards for Best Local Voice and Best Activist
Brand Visibility + Event Participation
Played a key role in the most successful year yet for community turnout at Out and About events
Posts consistently reshared by local businesses, government accounts, and aligned nonprofits
Conclusion
With a clear digital strategy rooted in community, visibility, and purpose, Out and About VA has grown into a trusted platform for connection and celebration in Central Virginia’s queer community. This partnership is a perfect example of what happens when consistent brand storytelling meets grassroots power — real people show up, donate, share, and keep coming back for more.
Jared Hardy 