Features Overview
Back To School Community Event
Role: Digital Strategist / Campaign Lead
Situation
A client partnered with a local barbershop to host a back-to-school event offering free backpacks and haircuts to families. There were less than two weeks before the event, and the client needed a fast turnaround digital strategy to maximize attendance and drive awareness.
Task
Develop and execute a plan in under a week.
Deliver creative using unseen client assets and stock photography.
Identify the channel mix to reach parents and guardians effectively.
Action
Deploy a hyper-targeted campaign using Meta (Facebook and Instagram) advertising that combines boosted posts and organic engagement to optimize for reach in the community.
Create a centralized Facebook event page to drive RSVPs and provide a destination for community members to have conversations about the event and stay updated.
Collaborate with the creative team to iterate ad specs and align with the client’s internal PR team to integrate paid ads with local earned media.
Results
The campaign generated 3,479 reach and 18.6K impressions on $199 in spend, producing 17 event responses at a $11.74 cost per response.
The event gained local media coverage and further boosted awareness of the event in the community. A total of 112 backpacks were given to families.
Legacy Client: Brand Refresh and Paid Social Relaunch
Role: Digital Media Strategist/ campaign Lead
Situation
After securing a major regional health plan client ending their 20-year partnership with their previous agency, our team was charged with executing a complete brand refresh. The challenge was to introduce a modernized version of the brand, maintain customer trust, and establish a new digital presence across paid channels.
Task
Adapt a new brand identity and guidelines into highly engaging channel-specific paid social assets.
Align digital touchpoints with offline channel rollouts for a unified brand story.
Establish new digital KPIs for digital strategy and outperform the previous year’s benchmarks to further establish trust with the client.
Action
Collaborate with creative teams to refresh visual identity across Meta and other key social channels, and tailor messaging for all different formats including video, in-feed, and stories.
Build brand awareness with new audiences while reengaging current customers and building on trust-centered messaging.
Establish Impressions, reach, CTR, and CPC as KPIs. Determine cadence for reporting and monitor analytics to seek opportunities for swapping out current creative to new iterations.
Results
Outperformed the previous year’s benchmarks by adding +1M in unique reach and +5M total impressions
Reduced average CPC by $5.34, which maximized client ad spend while delivering on quality engagement.
Boosted Click-Through-Rate by 0.03%, delivered on stronger creative resonance with the audience under the new brand.
Interactive Microsite and Email Campaign
Role: Digital Strategist / Email Marketing Campaign Lead
Situation
An employee benefits client was preparing for their annual Open Enrollment period. The goal was to replace static benefits information with an engaging digital experience where employees can review changes, evaluate their options, and select coverage for the upcoming year.
Task
Build an interactive, step-by-step microsite that also acts as a guide for benefits selection.
Develop a quiz-style user journey that delivers custom plan recommendations based on individual inputs.
Design and execute an integrated email campaign to drive enrollment and microsite traffic throughout the open enrollment window.
Completely restructure the non-responsive microsite architecture to create a seamless user experience across all devices.
Action
Through UX and journey mapping, design a multi-step workflow that informed users on plan updates and guided them to tailored benefit recommendations.
Prioritize a mobile-first design strategy to maintain user engagement on personal mobile devices and ensure the microsite was ADA compliant.
Collaborate with designers on the Email Campaign Integration and strategize on designs that boost click-through rates and send traffic to the microsite.
Results
The microsite generated 8,756 total microsite sessions throughout the open enrollment season.
From the total traffic, 2,396 sessions were initiated through the email campaign and brought a +5% increase in conversion through email.
The mobile-first design captured 41% of pageviews, which led to a 33.5% increase in mobile adoption compared to the previous year.
Multi-cultural marketing campaign + Paid social Strategy
Role: Digital Media Strategist / Paid social lead
Situation
A local health provider serving a Spanish-speaking community needed to optimize their media strategy. Following a legacy campaign across out-of-home and digital channels, the client faced a challenge for the upcoming season: drive significantly higher consumer engagement and website traffic while operating under a reduced budget.
Task
Maximize campaign results and deliver on goals while maintaining the new reduced budget.
Architect a cross-channel digital strategy that integrates upper-funnel and lower-funnel conversions.
Engage and convert the market’s core Spanish-speaking demographic across digital touchpoints.
Action
Built a full-funnel architecture as part of the digital strategy that included Meta (Instagram and Facebook) for upper/mid-funnel engagement alongside Display and Paid Search for high-intent conversion.
Refined paid social targeting and creative formats to reach high-value segments, tailoring assets to resonate with the Spanish-speaking audience.
Established Cost-Per-Click (CPC) and total Link Click volume as primary benchmarks to monitor financial efficiency and direct site traffic.
Results
The reduced average Cost-Per-Click from $3.08 to $1.53 cut acquisition costs in half and delivered on financial efficiency on a tight budget.
Generated over 2x total link clicks YoY, scaling high-intent traffic to the client’s enrollment pages.
Maximized spend efficiency through full-funnel channel distribution. Demonstrated that performance metrics could still outperform the previous year’s even with a lower overall spend.
Rapid WEBSITE REBRAND and digital transformation
Role: Web strategist / social content lead
Situation
An organization needed a total website rebrand delivered on a strict, non-negotiable timeline ahead of the new year. The legacy site no longer felt relevant for the organization and their future goals. They were looking into other CMS platforms that their internal creative team could also manage while maintaining built-in analytics tools to measure success.
Task
Create a rebrand and launch a high-performing site within 12 weeks without compromising design quality or security.
Transition to a designer-forward CMS and train the client’s creative team to manage ongoing updates independently.
Integrate full CRM tracking and launch organic social strategy to capture high-intent leads.
Ensure the website was accessible by all users by following ADA standards.
Action
We selected Wix Studio to deliver a responsive, visually sophisticated design while providing an intuitive backend, custom-built for the client’s creative team.
Partnered with developers to audit hosting, safeguard against security vulnerabilities, and ensure seamless domain and backend migrations.
Connected the platform to HubSpot CRM to track visitor analytics, map user journeys, and capture incoming leads.
Led an organic social media campaign on LinkedIn and Instagram that targets key decision-makers to build momentum
Developed custom CMS documentation and led live training sessions for the internal team.
Results
Generated 5,598 total unique visitors in the first month, representing a 68% YoY increase
Captured retention and achieved 886 returning users (+42% YoY increase), with month-over-month engagement continuing to rise.
Captured tier-one clients through integrated CRM flows
Reduced internal publishing time by enabling the creative team to make live CMS updates
Travel Company MICROSITE
Role: Mobile UX & Content Strategist
Situation
A major travel company needed to communicate to its employees about upcoming benefits changes. The current microsite that they were using as the source for benefits information lacked mobile responsiveness.
Task
Partner with strategy and creative teams to refresh the microsite, streamline the information architecture for mobile use, and reduce friction in the decision-making process for employees. Follow ADA standards to ensure the website was accessible by all users.
Action
Led user journey mapping workshops to identify drop-off points in the existing flow. Restructured the information architecture to reduce steps to compare benefits by half.
Designed responsive, touch-friendly UI components including collapsible content cards and a sticky CTA to streamline decision-making on smaller screens.
Partnered closely with content strategists and visual designers to break dense copy into digestible, visual information optimized for reading.
Set up tracking with analytics team to monitor session duration, device breakdown, and drop-offs at key decision points.
Results
There was a +300% increase in engagement duration. Sessions increased from 1 minute and 14 seconds to 4 minutes and 14 seconds. proving emplyees were staying engaged on the site.
Bounce rate was reduced from 66.1% to 36.04%
Total unique users increased by 108% year over year
Mobile usage increased by 5%, exceeding the initial target for mobile engagement.