Portfolio
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Portfolio
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Portfolio
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Portfolio • Portfolio • Portfolio •
CASE STUDY
Social Media Growth Through Music-Based Content
Project Role: Content Strategy, Short-Form Video, Audience Engagement
Platform: Instagram Timeline: June – December
OBJECTIVE
Increase top-of-funnel awareness by using music-based content to reach non-followers and convert passive viewers into profile interactions. The goal was to test whether short-form video, emotional framing, and timely posting could expand reach and stimulate measurable audience behavior without paid promotion. This initiative prioritized discovery, retention, and outbound action.
ACTION
I positioned the content as an attention-driver by leading with visual hooks, motion, and emotionally resonant themes. I used short-form video to increase watch-time potential and pushed personality-based material during high-traffic periods to capitalize on algorithmic lift. Captions were optimized for response rather than length, and distribution relied on consistent posting to maintain momentum. The strategy focused on broad reach first, then conversion by moving viewers from feed exposure to profile visits and external link taps.
OUTCOME
The campaign generated 22,835 views in 90 days, with non-followers representing the majority of viewers, confirming successful reach expansion. Accounts reached increased 243.9 percent, indicating distribution strength. Top content pieces earned between 2,400 and 7,400 views, demonstrating repeat performance rather than a single outlier. Profile visits increased 28 percent and external link taps rose 83.3 percent, validating behavioral conversion tied to content exposure.
INSIGHT
Discovery requires motion, emotion, and timing. When content is optimized for visibility rather than explanation, audiences move. When non-followers respond, conversion becomes behavioral instead of promotional.
CASE STUDY
Vendor Spotlight Campaign
Project Role: Content Creation, Social Strategy, Community Engagement
Organization: Macon County Farmers Market
Timeline: July 2025 – December 2025
OBJECTIVE
The market needed stronger weekly engagement and better visibility for individual vendors. Many small producers were active on Saturdays but invisible online during the week, which limited turnout, vendor sales, and repeat interaction. The goal was to create content that put a face, a story, and a personality behind each booth.
ACTION
I developed a recurring Vendor Spotlight series that combined short-form storytelling with approachable visuals. I interviewed vendors informally on-site, photographed their products and personalities, and wrote short captions that explained who they were, what they offered, and why the community should support them. I published these spotlights on Instagram and Facebook in the days leading up to the market, establishing a weekly rhythm.
OUTCOME
The Vendor Spotlight series became one of the market’s most interacted-with weekly posts. Vendors began sharing the content from their own pages, extending reach organically. Audience comments increased, vendors reported more pre-event questions about product availability, and the series contributed to clearer market identity beyond Saturday operations.
INSIGHT
Local marketing responds to immediacy and personality. When a vendor’s face and story are present online, the market becomes a relationship, not a transaction.
CASE STUDY
B2B Sales Materials for Digital Scoreboards
Project Role: Digital Marketing Support, Messaging Development, Sales Enablement
Organization: Major Display Scoreboards and Edge Technologies
Timeline: September 2024 – November 2025
OBJECTIVE
Churches, community organizations, and local departments needed simple explanations of how digital signage could support outreach, communication, and engagement. Many buyers were unfamiliar with content scheduling, real-time messaging, or the promotional value of LED displays. The goal was to produce sales materials that demonstrated practical uses, emotional value, and return on investment in language that resonated with decision-makers.
ACTION
I created marketing flyers that highlighted specific communication outcomes, such as volunteer recruitment, donor appreciation, holiday messages, community event promotion, safety announcements, and recognition of milestones. I developed messaging categories including ready-to-go content, outreach, belonging, announcements, weather alerts, countdown timers, and seasonal programming. I paired short feature language with simple examples, helping prospects understand how signage improves visibility, strengthens outreach, and builds community identity.
OUTCOME
These materials became core leave-behinds for sales conversations, helping prospects visualize how digital signs serve their members and audiences every day. Sales staff reported clearer early-stage communication and fewer questions about “what would we use it for.” Community organizations responded positively to examples that emphasized recognition, communication, ministry outreach, volunteer recruitment, and holiday messaging.
INSIGHT
B2B buyers respond to clarity, not complexity. When revenue placement becomes visible, hesitation decreases and purchasing decisions accelerate.