Post Guide — Interview Season Phase 1
Two options for every post. Pick the title, copy, and design you prefer for each slot.
A/B Legend
- Option A = standard LLM authored approach with a humble, human, honest prompt.
- Option B = standard LLM authored approach with a sharper, hook-driven, social-first prompt.
Note: Both options use the same approach with different authoring instructions for comparison.
Full copy for both options is on the Week pages.
Cadence & Timing
- IG Feed Posts: 3 per week — spread across Monday, Tuesday/Wednesday, and Thursday/Friday. At least 1 should be a Reel. Space feed posts at least one day apart to avoid crowding.
- IG Stories: Daily updates — aim for 3–5 story frames per day. Use a mix of behind-the-scenes, polls, quizzes, question stickers, and "Add Yours" prompts to keep engagement high between feed posts.
- X (Twitter): 3–4 posts per week — text threads, clip drops, and engagement posts at 8:30–9:00 AM Eastern for maximum visibility.
- LinkedIn: 1 per week — long-form storytelling, typically on Monday or Tuesday at midday.
- Weekend: Keep Stories active Friday evening through Sunday. Feed posts are optional on weekends; prioritize Stories for casual, low-lift content.
Week 1 — "This Is Montefiore Urology"
| Day/Time/Platform | Option | Suggested Title | Design / Visual Notes | Hashtags | Asset |
|---|---|---|---|---|---|
| Monday, August 3 — 9:00 AM — X | A | 24 Weeks of Real Answers | Text-only thread. Number each tweet 1/6 through 6/6. Quote-tweet this thread at 9:05 AM with the Schoenberg clip. | #UroMatch #MontefioreUrology #MedEd | Text |
| B | 24 Weeks of Real Answers | Text-only thread. Number each tweet 1/6–6/6. Quote-tweet the 9:05 AM Schoenberg clip from the final tweet. | #UroMatch #MontefioreUrology #UroSoMe #MedEd | Text | |
| Monday, August 3 — 9:05 AM — X | A | What Makes This Place Different? | Attach the Schoenberg vertical video. Pillarbox or crop to 16:9 for X if needed. Navy and cream end card with the text "More this week." | #UroMatch #MontefioreUrology | Mark Schoenberg — What makes Montefiore special — Vert.mp4 |
| B | What Makes This Place Different? | Attach the Schoenberg vertical video. Pillarbox/crop for X 16:9 if needed. | #UroMatch #MontefioreUrology #UroSoMe #MedEd | Mark Schoenberg — What makes Montefiore special — Vert.mp4 | |
| Monday, August 3 — 12:00 PM — Instagram Reel | A | What Makes Montefiore Special? | Use the vertical Schoenberg clip. Add subtle caption text overlay with his quote: "The program belongs to the residents." End card in navy #003da5 with cream #f5f5f0 text: "More this week." Clean sans-serif type (Inter or Helvetica Neue). | #UroMatch #MontefioreUrology #FutureUrologist #UrologyResidency | Mark Schoenberg — What makes Montefiore special — Vert.mp4 |
| B | What Makes Montefiore Special? | Use the vertical Schoenberg clip. Add subtle caption text overlay with his core quote. End card: “More this week.” in navy #003da5 on cream #f5f5f0. |
#UroMatch #MontefioreUrology #FutureUrologist #UrologyResidency #MedStudent | Mark Schoenberg — What makes Montefiore special — Vert.mp4 | |
| Monday, August 3 — 12:30 PM — LinkedIn | A | The Question Most Applicants Don't Ask | Long-form text post. Embed the Schoenberg clip at the top. Use the standard Montefiore header or navy accent bar. End with a question to encourage comments. | #Urology #GraduateMedicalEducation #Leadership #ResidencyTraining | Mark Schoenberg — What makes Montefiore special — Vert.mp4 |
| B | The Question Most Applicants Don't Ask | Long-form text post. Embed the Schoenberg clip at the top. End with a question to encourage comments. | #Urology #GraduateMedicalEducation #ResidencyRecruitment #Leadership | Mark Schoenberg — What makes Montefiore special — Vert.mp4 | |
| Tuesday, August 4 — 8:30 AM — X | A | 30 People, One Department | Single photo post. Use the full 30-person department shot. Keep the caption short and warm. No heavy filters — candid, photojournalistic style. | #UroMatch #MontefioreUrology | screenshot-2.jpeg |
| B | 30 People, One Department | Single photo post. Use the full 30-person department shot. Keep the caption short and human. | #UroMatch #MontefioreUrology #UroSoMe | screenshot-2.jpeg | |
| Tuesday, August 4 — 12:00 PM — Instagram Carousel | A | 5 Things We Wish Every Applicant Knew | 7 slides total. Slide 1: navy #003da5 cover with cream #f5f5f0 headline text. Slides 2–6: clean cream background with navy headline and teal #0d9488 icon accent. Slide 7: CTA slide with teal background and navy text. Use clean sans-serif type; generous whitespace. No text in generated image — add all copy in post-production (Canva/Figma). | #UroMatch #MontefioreUrology | Generated carousel graphics |
| B | 5 Things We Wish Every Applicant Knew | 7 slides: navy #003da5 cover, 5 fact slides with cream #f5f5f0 type and teal #0d9488 accent icons, CTA slide. Clean sans-serif type, generous whitespace. No text baked into the generated image — add all text in post-production. |
#UroMatch #MontefioreUrology #FutureUrologist #UrologyResidency #MedStudent | Generated carousel graphics | |
| Thursday, August 6 — 9:00 AM — X | A | The Numbers Behind the Place | Clean stat graphic. Navy #003da5 background with cream #f5f5f0 text, or cream background with navy text and teal #0d9488 accent icons. List the 5 numbers with simple icons. Ask a question in the CTA. | #UroMatch #MontefioreUrology | Stats graphic |
| B | The Numbers Behind the Place | Clean stat graphic in navy #003da5 and cream #f5f5f0. List 5 numbers with small icons. Ask a question in the CTA. |
#UroMatch #MontefioreUrology #UroSoMe | Stats graphic | |
| Thursday, August 6 — 12:00 PM — Instagram Feed | A | The Team | Single 15-person candid group photo. Short, human caption. Warm, photojournalistic editing — no heavy filters. | #UroMatch #MontefioreUrology #FutureUrologist | 15-person department photo |
| B | The Team | Single 15-person candid group photo. Short, human caption. Let the faces do the talking. | #UroMatch #MontefioreUrology #FutureUrologist #MedStudent | 15-person department photo | |
| Friday, August 7 — 8:00 PM — Instagram Stories | A | Week 1 BTS | 5 stories. Use retreat and graduation photos. Keep text minimal and conversational. Use teal #0d9488 accent stickers for interactive elements. Add subtle navy bar at the top or bottom for branding. | — | Retreat + graduation photos |
| B | Week 1 BTS | 5 stories. Use retreat and graduation candids. Add native stickers (slider, quiz, poll). Keep text minimal and warm. | — | Retreat + graduation photos | |
| Saturday, August 8 — 10:00 AM — Instagram Stories | A | Study Setup + Honest Check | 3 stories. Use a frame from the Schoenberg clip for Story 1. Keep sticker colors consistent with brand: navy #003da5, teal #0d9488, cream #f5f5f0. | — | Story templates |
| B | Study Setup + Honest Check | 3 stories. Tease the Schoenberg clip, invite UGC with the “Add Yours” sticker, run a mood poll. | — | Story templates |
Week 2 — Faculty & Teacher of the Year
| Day/Time/Platform | Option | Suggested Title | Design / Visual Notes | Hashtags | Asset |
|---|---|---|---|---|---|
| Monday, August 10 — 9:00 AM — X | A | What Dr. Schoenberg Asks Before Every Case | Text thread 1/5 through 5/5. Attach the Schoenberg clip in the final tweet. Keep the thread focused on Dr. Schoenberg's mentorship style without naming or comparing other programs. | #UroMatch #MontefioreUrology #SurgicalMentorship | Mark Schoenberg — What makes Montefiore special — Vert.mp4 |
| B | What Dr. Schoenberg Asks Before Every Case | Text-only thread 1/5–5/5. Attach the Schoenberg clip in the final tweet. | #UroMatch #MontefioreUrology #SurgicalMentorship #UroSoMe | Mark Schoenberg — What makes Montefiore special — Vert.mp4 | |
| Monday, August 10 — 12:00 PM — Instagram Reel | A | The Question Our Chairman Asks | Vertical Schoenberg clip. Caption overlay: "What would you do if I wasn't here?" in navy #003da5 with cream #f5f5f0 text. End card in teal #0d9488 with "More faculty stories this week." | #UroMatch #MontefioreUrology #SurgicalMentorship #FutureUrologist | Mark Schoenberg — What makes Montefiore special — Vert.mp4 |
| B | The Question Our Chairman Asks | Use the vertical Schoenberg clip. Caption overlay: “What would you do if I wasn't here?” in navy #003da5 on cream #f5f5f0. |
#UroMatch #MontefioreUrology #SurgicalMentorship #FutureUrologist #UrologyResidency #MedStudent | Mark Schoenberg — What makes Montefiore special — Vert.mp4 | |
| Tuesday, August 11 — 8:30 AM — X | A | Three Teachers of the Year | Photo post of the award winners. Keep the caption celebratory and grounded. Use the official award photo or screenshot. No comparative language. | #MontefioreUrology #MedEd #SurgicalEducation #UroMatch | screenshot-6.jpeg |
| B | Three Teachers of the Year | Photo post of the award winners. Keep text celebratory, specific, and about the people — not about rankings. | #MontefioreUrology #MedEd #SurgicalEducation #UroMatch #UroSoMe | screenshot-6.jpeg | |
| Tuesday, August 11 — 12:00 PM — Instagram Carousel | A | Meet the Faculty | 6 slides. Cover: navy #003da5 with cream #f5f5f0 text. Faculty slides: cream background with navy headline, teal #0d9488 role label, and faculty photo. Boczko slide: cream background with award laurel icon in teal. CTA slide: teal background with navy text. Add all text in post-production. | #UroMatch #MontefioreUrology #MedEd | Faculty photos + screenshot-6.jpeg |
| B | Meet the Faculty | 6 slides: cover + Schoenberg, Watts, Sankin, Boczko winners, teaser for next week. Use navy #003da5, cream #f5f5f0, and teal #0d9488 accent. Clean sans-serif type. |
#UroMatch #MontefioreUrology #MedEd #FutureUrologist #UrologyResidency #MedStudent | Faculty photos + screenshot-6.jpeg | |
| Tuesday, August 11 — 12:05 PM — Instagram Feed | A | Faculty Trio | Single outdoor portrait of three faculty. Short caption. Confirm the third faculty name before posting and replace the placeholder. Warm, natural lighting. | #MontefioreUrology #UroMatch | screenshot-4.jpeg |
| B | Faculty Trio | Single outdoor portrait of 3 faculty. Short caption. Fill in the [Name] placeholder before posting. |
#MontefioreUrology #UroMatch #FutureUrologist #MedStudent | screenshot-4.jpeg | |
| Tuesday, August 11 — 12:30 PM — LinkedIn | A | The Program Belongs to the Residents | Long-form text post. Embed the Schoenberg clip at the top or include a thumbnail image. Keep the story specific and humble. No superlatives about the program being better than others. | #Urology #GraduateMedicalEducation #Leadership | Mark Schoenberg — What makes Montefiore special — Vert.mp4 |
| B | The Program Belongs to the Residents | Long-form story. Keep it specific and humble. Embed the Schoenberg clip at the top. | #Urology #GraduateMedicalEducation #ResidencyRecruitment #Leadership | Mark Schoenberg — What makes Montefiore special — Vert.mp4 | |
| Wednesday, August 12 — 9:00 AM — X | A | 5 Residents on Their Best Mentor | Text-only quote thread. Attribute each quote by PGY year. No images needed. Use line breaks to make each quote breathe. | #UroMatch #MontefioreUrology #SurgicalMentorship | Text |
| B | 5 Residents on Their Best Mentor | Quote-only thread. Attribute each quote by PGY year. | #UroMatch #MontefioreUrology #SurgicalMentorship #UroSoMe | Text | |
| Friday, August 14 — 8:00 PM — X | A | Friday Night Plans | Casual text post. Weekend-vibe. No program pitch. Could optionally include a candid photo of the climbing gym or a weekend gathering. | #ResidentLife #UroMatch | Text |
| B | Friday Night Plans | Casual text post. Weekend vibe, no program pitch. | #ResidentLife #UroMatch #UroSoMe | Text | |
| Friday, August 14 — 8:00 PM — Instagram Stories | A | Faculty Week Wrap | 4 stories. Use a 15-second frame from the Sankin clip. Interactive stickers in brand colors. Keep captions short and playful. | — | Sankin clip + story templates |
| B | Faculty Week Wrap | 4 stories. Tease the Sankin clip, use native slider/poll/quiz stickers for engagement. | — | Sankin clip + story templates |
Week 3 — More Faculty
| Day/Time/Platform | Option | Suggested Title | Design / Visual Notes | Hashtags | Asset |
|---|---|---|---|---|---|
| Monday, August 17 — 9:00 AM — X | A | Dr. Sankin: Why Montefiore Is Different | Attach the vertical Sankin clip. Crop or pillarbox for X 16:9 if needed. Keep the caption grounded in what Dr. Sankin values here, without putting other institutions down. | #UroMatch #MontefioreUrology #RoboticSurgery | Alexander Sankin — What Makes Montefiore Special — Vert.mp4 |
| B | Dr. Sankin: Why Montefiore Is Different | Attach the vertical Sankin clip. Pillarbox/crop for X 16:9. | #UroMatch #MontefioreUrology #RoboticSurgery #UroSoMe | Alexander Sankin — What Makes Montefiore Special — Vert.mp4 | |
| Monday, August 17 — 12:00 PM — Instagram Reel | A | Operate Early. Present Nationally. | Vertical Sankin clip. Quote overlay in navy #003da5 and cream #f5f5f0. Use a clean lower-third with the quote. End card in teal #0d9488: "Faculty Week continues." | #UroMatch #MontefioreUrology #SurgicalTraining #FutureUrologist | Alexander Sankin — What Makes Montefiore Special — Vert.mp4 |
| B | Operate Early. Present Nationally. | Use the vertical Sankin clip. Add quote overlay in navy #003da5 / cream #f5f5f0. |
#UroMatch #MontefioreUrology #SurgicalTraining #FutureUrologist #UrologyResidency #MedStudent | Alexander Sankin — What Makes Montefiore Special — Vert.mp4 | |
| Tuesday, August 18 — 8:30 AM — X | A | Dr. Watts in 3 Words | Vertical Watts clip with pillarbox for X. Ask a question in the CTA to drive engagement. | #UroMatch #MontefioreUrology #FPMRS #WomenInUrology | Kara Watts — What makes Montefiore special — Vert.mp4 |
| B | Dr. Watts in 3 Words | Attach the vertical Watts clip with pillarbox for X. Ask a question in the CTA. | #UroMatch #MontefioreUrology #FPMRS #WomenInUrology #UroSoMe | Kara Watts — What makes Montefiore special — Vert.mp4 | |
| Tuesday, August 18 — 12:00 PM — Instagram Reel | A | #UroMatch #MontefioreUrology | |||
| B | #UroMatch #MontefioreUrology #FutureUrologist #UrologyResidency #MedStudent | ||||
| Thursday, August 20 — 9:00 AM — X | A | 5 Faculty. 5 Subspecialties. | Text thread 1/6 through 6/6. No images needed. Keep the tone grounded and appreciative. | #UroMatch #MontefioreUrology | Text |
| B | 5 Faculty. 5 Subspecialties. | Text-only thread 1/6–6/6. No images needed. | #UroMatch #MontefioreUrology #UroSoMe | Text | |
| Thursday, August 20 — 12:00 PM — Instagram Reel | A | Dr. Donnelly on Making the Call | Vertical Donnelly clip. Pediatric-urology focused caption. Lower-third with name and title. End card in teal #0d9488 with "Faculty Week continues." | #UroMatch #MontefioreUrology #PediatricUrology | Jillian Donnelly — How would you encourage a resident to join — Vert.mp4 |
| B | Dr. Donnelly on Making the Call | Use the vertical Donnelly clip. Pediatric-urology focused caption. Add a short text overlay with the quote. | #UroMatch #MontefioreUrology #PediatricUrology #FutureUrologist #UrologyResidency #MedStudent | Jillian Donnelly — How would you encourage a resident to join — Vert.mp4 | |
| Friday, August 21 — 8:30 AM — X | A | What Should We Ask Next? | Engagement text post. No image needed. Use a navy or teal emoji accent. | #UroMatch #MontefioreUrology | Text |
| B | What Should We Ask Next? | Engagement text post. Invite question suggestions. Keep the CTA short and action-oriented. | #UroMatch #MontefioreUrology #UroSoMe | Text | |
| Friday, August 21 — 8:00 PM — Instagram Stories | A | Faculty Week Roundup | 5 stories. Use 15-second faculty clips. Interactive stickers in brand colors. Preview the upcoming resident takeover to build anticipation. | — | Faculty clips + story templates |
| B | Faculty Week Roundup | 5 stories. Use 15s faculty clips + native quiz/poll stickers. | — | Faculty clips + story templates |
Week 4 — Resident Takeover
| Day/Time/Platform | Option | Suggested Title | Design / Visual Notes | Hashtags | Asset |
|---|---|---|---|---|---|
| Monday, August 24 — 9:00 AM — X | A | 5 Things Residents Want Applicants to Know | Text thread 1/6 through 6/6. Attach the Kassam clip in the final tweet. | #UroMatch #MontefioreUrology #ResidentLife | Farzaan Kassam — What do you love about this program.mp4 |
| B | 5 Things Residents Want Applicants to Know | 1/6–6/6 thread. Attach the Kassam clip in the final tweet. | #UroMatch #MontefioreUrology #ResidentLife #UroSoMe | Farzaan Kassam — What do you love about this program.mp4 | |
| Monday, August 24 — 12:00 PM — Instagram Reel | A | Why Kassam Chose Montefiore | Vertical Kassam clip. Text overlay: "Resident Takeover Week starts now." End card in navy #003da5 with cream #f5f5f0 text and teal #0d9488 accent. | #UroMatch #MontefioreUrology #ResidentPerspective #FutureUrologist | Farzaan Kassam — What do you love about this program — Vert.mp4 |
| B | Why Kassam Chose Montefiore | Use the vertical Kassam clip. Add text overlay: “Resident Takeover Week starts now.” | #UroMatch #MontefioreUrology #ResidentPerspective #FutureUrologist #UrologyResidency #MedStudent | Farzaan Kassam — What do you love about this program — Vert.mp4 | |
| Tuesday, August 25 — 8:30 AM — X | A | What Wellness Actually Looks Like Here | Photo of retreat climbing activity. Short caption. Candid, warm, photojournalistic style. | #UroMatch #MontefioreUrology #ResidentWellness | Retreat climbing photo |
| B | What Wellness Actually Looks Like Here | Single photo of the retreat climbing activity. Short, human caption. Let the action speak. | #UroMatch #MontefioreUrology #ResidentWellness #UroSoMe | Retreat climbing photo | |
| Tuesday, August 25 — 12:00 PM — Instagram Carousel | A | This Is What Resident Life Looks Like | 6 slides. Cover: Adirondack chairs outdoor shot with navy #003da5 overlay and cream #f5f5f0 text. Slides 2–5: full-bleed retreat and graduation photos with minimal text overlay in lower third. CTA slide: teal #0d9488 background with navy text. Add all text in post-production. | #UroMatch #MontefioreUrology #ResidentLife | Retreat + graduation photos |
| B | This Is What Resident Life Looks Like | 6 slides: cover, climb, celebrate, little things, challenge, CTA. Navy #003da5, cream #f5f5f0, teal #0d9488 accent. Candid photos only — no stock poses. |
#UroMatch #MontefioreUrology #ResidentLife #FutureUrologist #UrologyResidency #MedStudent | Retreat + graduation photos | |
| Wednesday, August 26 — 9:00 AM — X | A | A Real Day at Montefiore | Text thread 1/7 through 7/7. Link to the IG day-in-life reel. No images needed. | #UroMatch #MontefioreUrology #DayInTheLife #Residency | Text |
| B | A Real Day at Montefiore | 1/7–7/7 thread. Link to the Instagram day-in-life reel in the final tweet. | #UroMatch #MontefioreUrology #DayInTheLife #Residency #UroSoMe | Text | |
| Wednesday, August 26 — 12:00 PM — Instagram Reel | A | 5:30 AM to 7:30 PM | Vertical Loloi day-in-life clip. Consider trimming to 30–60 seconds. Add time-stamp text overlays. End card in navy #003da5 with cream text. | #UroMatch #MontefioreUrology #DayInTheLife | Justin Loloi — Day in The Life — Vert.mp4 |
| B | 5:30 AM to 7:30 PM | Use the vertical Loloi day-in-life clip. Trim to 30–60s if needed. Add a simple time-stamp overlay. | #UroMatch #MontefioreUrology #DayInTheLife #FutureUrologist #UrologyResidency #MedStudent | Justin Loloi — Day in The Life — Vert.mp4 | |
| Thursday, August 27 — 12:00 PM — Instagram Carousel | A | Questions You're Afraid to Ask | 6 slides. Cover: navy #003da5 with cream #f5f5f0 text. Slides 2–5: resident portrait on the left, quote on the right in cream background with teal #0d9488 name/role accent. CTA slide: teal background with navy text. Attribute each answer by name and PGY. Add all text in post-production. | #UroMatch #MontefioreUrology #ResidentQandA | Resident portraits |
| B | Questions You're Afraid to Ask | 6 slides: cover + 4 resident answers + CTA. Attribute each answer by name and PGY. Use resident portraits. Navy/cream/teal palette. | #UroMatch #MontefioreUrology #ResidentQandA #FutureUrologist #UrologyResidency #MedStudent | Resident portraits | |
| Thursday, August 27 — 12:30 PM — LinkedIn | A | I Love This Program Because of the People | Long-form resident perspective. Embed the Kassam clip at the top. Keep it warm, honest, and grounded. Avoid any implication that other programs lack good people. | #Urology #GraduateMedicalEducation #ResidencyTraining | Farzaan Kassam — What do you love about this program.mp4 |
| B | I Love This Program Because of the People | Long-form resident perspective. Embed the Kassam clip at the top. | #Urology #GraduateMedicalEducation #ResidencyRecruitment #ResidentVoice | Farzaan Kassam — What do you love about this program.mp4 | |
| Friday, August 28 — 8:30 AM — X | A | Phase 1 Wrap + What Comes Next | Text post previewing September practical content. Use a simple navy or teal emoji bullet format. | #UroMatch #MontefioreUrology #ERAS2026 | Text |
| B | Phase 1 Wrap + What Comes Next | Text post. Use arrow bullets to preview September practical content. Keep it energetic and forward-looking. | #UroMatch #MontefioreUrology #ERAS2026 #UroSoMe | Text | |
| Friday, August 28 — 8:00 PM — Instagram Stories | A | Phase 1 Done | 5 stories. Use the retreat group shot for Story 1. Interactive stickers in brand colors. End with a clean navy #003da5 text card with cream #f5f5f0 text and teal #0d9488 underline. | — | Story templates |
| B | Phase 1 Done | 5 stories. Thank-you card, poll, quiz, UGC sticker, September tease. Use retreat group shot and native story stickers. | — | Story templates |
Design Principles
- Color: Montefiore blue
#003da5, warm cream#f5f5f0, teal accent#0d9488. - Type: Clean sans-serif (Inter / Helvetica Neue); bold headlines, generous whitespace.
- Photos: Candid, warm, photojournalistic. Avoid stock poses and fake smiles.
- Video: Vertical for Reels/Stories; horizontal (or pillarboxed vertical) for X.
- Text overlays: Add copy in post-production (Canva/Figma), not in generated images.
- Tone: Humble, human, honest. No superlatives. No putting other programs down.