This will be a quick post today, but I wanted to highlight something that’s caught my eye recently.

I rarely scroll my Instagram feed these days, but when I was doing so this morning I found the usual suspects – beautiful sunsets, smiling people, slushy bumps, etc. – but I also found something that both stood out but fit right in.

Let me know you what I mean and then dissect where my brain went as I pondered deeply (at least as deep as you can ponder on a Friday) the situation.

View this post on Instagram

Between 2016 and 2017 Jiminy Peak installed high efficiency LED bulbs on all 21 night trails, helping us reduce the electrical energy consumption. This initiative, combined with the use of compact fluorescent lights in the Country Inn, the use of more efficient Snowmaking technology, among others, have allowed us to save up to 2,511,419 kWh a year. #jiminypeeks #renewableenergy #sustainableinitiatives

A post shared by Jiminy Peak (@jiminypeak) on Jun 20, 2019 at 6:23am PDT

Notice three things.

First, a great photo.
Instagram is about scrolling through a beautiful feed of photos. So the fact this post starts with a high quality photo is key.

Second, great design.
But then they’ve layered on some clear, sharp visual design to get a simple message across. In other words, they’ve made sure that even though they strayed from a pure image, they made sure the quality didn’t disappear with it.

Third, balance.
You’d never want to fill a feed solely with this type of post, that’s not the primary reason people follow you. So I really like how Jiminy is on a 2:1 ratio with these. Two normal posts, one Sustainable Initiatives post.

It’s always tricky to balance pure visual branding with your other key messages on channels like this, but I think Jiminy has done a fabulous job.

Strong visual, well designed, not too often. Seems like a good recipe.

About Gregg & SlopeFillers
I've had more first-time visitors lately, so adding a quick "about" section. I started SlopeFillers in 2010 with the simple goal of sharing great resort marketing strategies. Today I run marketing for resort ecommerce and CRM provider Inntopia, my home mountain is the lovely Nordic Valley, and my favorite marketing campaign remains the Ski Utah TV show that sold me on skiing as a kid in the 90s.