To protect institutional confidentiality, client and employer names have been generalized. All metrics, timeframes, and performance data are drawn directly from verified historical analytics.
Case Study: The Institutional Social Media Overhaul
Entity Type: National Cultural Heritage Foundation
Role: Lead Digital Strategist
Core Focus: Multi-Channel Content Strategy, Community Building, Lead Generation
The Challenge
The organization posted identical Canva templates and captions across platforms. The social calendar relied heavily on low-impact filler content, comment engagement was minimal, and social traffic rarely converted into donor or customer acquisition funnels.
The Pivot
Using deep audience insights, I developed a content strategy native to each platform – Facebook, Instagram, LinkedIn, YouTube, and TikTok – rather than relying on templates and posting the same content across all platforms. After establishing and nurturing a loyal core audience, the strategy shifted to converting newsletter subscribers.
The Result:
- 150%+ YoY cross-channel organic views growth for two consecutive years.
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Went from 2.36M views to 6.5M views (cross-channel) per year in Year 1. By July of Year 2, the cross-channel view count was 13.8M for the first seven months of the year. Engagement rates increased from ~6% to 8+% rather than dipping as the accounts scaled. Website traffic on the newsletter subscribe page increased ~3,000% with 96% of the traffic coming from social media.
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This strategy was recognized as exceptional both internally and externally – most significantly as a finalist for the Ragan/PR Daily Nonprofit Communications Awards, for which it is currently a finalist in the Content Marketing Strategy category.
Case Study: The Talent/Applicant SEO/SEM Campaign
Entity Type: Nationally accredited parks & recreation agency
Role: Fractional Marketing Lead
Core Focus: Talent Acquisition, SEO/SEM, Trend Analysis & Recruitment Marketing
The Challenge
Critical community programming was facing cancellation during the “Great Resignation” of 2021 due to a lack of applicants for program leader positions. Due to governmental policy constraints surrounding social media advertising for employment, the positions were not reaching a qualified applicant pool.
The Pivot
Organic social was not delivering candidates. Positions on the website were not being indexed on the Google SERP. The approach leveraged research with Google Trends to tap into the current zeitgeist surrounding flexible work and the rejection of “hustle culture” to develop new position descriptions seeded with keywords that candidates were actually searching. At the same time, we leveraged budget into a targeted Google Ads campaign using these same keywords to bolster the organic search efforts.
The Result:
- A roughly 30% increase in employment applications and minimal program cuts, in contrast to competing agencies.
Case Study: The Audience Insight Pivot
Entity Type: National Cultural Heritage Foundation
Role: Lead Digital Strategist
Core Focus: YouTube Shorts Optimization, AI Voiceover Integration, Scale & Efficiency
The Challenge
Staff bandwidth and hardware limitations made recording high-quality voiceovers for YouTube Shorts a major bottleneck for consistent publishing.
The Pivot
The audience on this organization’s YouTube channel is 96% male. A male staff member’s voiceovers received ~90% higher view counts and 80% more watch time than my voiceovers. I didn’t take it personally. We leveraged hyper-realistic AI speech tools to create voiceovers when staff were unable to do so.
The Result:
- An immediate 500% increase in views and engagement sustained over several months.
- Combined with a platform-native content strategy, the org saw a 1080% increase in subscribers YoY; a 2505% increase in total views YoY; and 4339% increase in interactions YoY.