Over 8+ years, I've honed my skills in campaign management, developing and executing multi-channel marketing initiatives that achieve measurable goals. This section highlights my experience leading campaigns that integrate social media (with a focus on Instagram and TikTok), email marketing, public relations, and more. My work is driven by a commitment to staying ahead of industry trends, a deep understanding of analytics, and a passion for creating engaging, platform-native content that resonates with target audiences. Dive into my featured campaigns, including the "Give a Cookie" and "Be Like" initiatives for Ronald McDonald House Charities, to see how I've delivered impactful results through strategic planning and execution.

OVERVIEW

“Give a Cookie" Campaign

Project Overview:
A comprehensive, two-month, multi-channel campaign (November - December 2024) designed to raise funds for Ronald McDonald House Charities Inland Northwest through the "Give a Cookie" initiative. The campaign leveraged the holiday season, and the emotional connection associated with giving, using the metaphor of a cookie to represent comfort, joy, and normalcy for families facing a child's illness.

The campaign incorporated social media, email marketing, public relations, video editing, media relations, and collaboration with the development team to maximize fundraising and engagement.

Goals:

  • Increase awareness for Ronald McDonald House Charities of the Inland Northwest and its mission of supporting families with sick children.

  • Drive engagement and build community on Instagram around the "Give a Cookie" initiative.

  • Highlight the impact of donations and how they provide comfort and support to families.

  • Utilize email marketing to drive donations and amplify the campaign's message.

  • Collaborate with the development team to reach their donor base and maximize fundraising opportunities.

My Role:
Social Media Strategist & Content Creator, Email Marketing Strategist

    • Social Media:

      • Leverage Instagram's features (posts, Stories, Reels) to create a focused campaign promoting the "Give a Cookie" initiative and its symbolic meaning.

      • Use a combination of visually appealing graphics, heartwarming stories, and behind-the-scenes content related to the metaphor of a cookie representing comfort and support.

      • Emphasize the impact of donations and how they help RMHC Inland Northwest provide a "home away from home" for families.

      • Feature real families served by RMHC Inland Northwest to showcase the real-life impact of the organization.

      • Utilize relevant hashtags (e.g., #GiveACookie, #RMHC, #KeepingFamiliesClose, #ComfortAndJoy) to expand reach and track campaign performance.

    • Email Marketing:

      • Develop a series of 10 targeted emails to be sent throughout November and December 2024.

      • Segment the email list to ensure relevant messaging (e.g., past donors, volunteers, general supporters).

      • Create compelling email content that highlights the "Give a Cookie" initiative, the symbolic meaning of the cookie, the impact of donations, and stories of families served by RMHC.

      • Include clear calls to action, encouraging recipients to donate and share the campaign with their networks.

      • Utilize email marketing best practices (e.g., A/B testing subject lines, optimizing for mobile) to maximize open rates, click-through rates, and donations.

    • Social Media:

      • Created a variety of engaging content for the two-month campaign, including:

        • Visually Appealing Graphics: Using imagery of cookies, families, and heartwarming moments to visually represent the campaign's message. Incorporating the designed logo.

        • Stories of Impact: Featuring families served by RMHC Inland Northwest to illustrate the importance of donations.

        • Reels: Utilizing trending audio and engaging visuals to promote the "Give a Cookie" message and the emotional connection to the cookie metaphor.

        • Instagram Stories: Sharing time-sensitive updates, behind-the-scenes glimpses of RMHC, and interactive elements to engage followers.

      • Managed the campaign's rollout on Instagram, ensuring consistent posting and active engagement with the audience during November and December.

      • Responded to comments and messages, fostering a sense of community and encouraging participation.

      • Tracked campaign performance using Instagram Insights, monitoring key metrics like engagement, reach, and profile visits.

    • Email Marketing:

      • Developed and designed 10 engaging emails for the campaign, incorporating compelling visuals, persuasive copy that emphasized the cookie metaphor, and the newly designed logo.

      • Segmented the email list and tailored messaging to different audience segments.

      • Implemented email automation to send timely reminders and thank-you messages.

      • A/B tested subject lines and email content to optimize campaign performance.

      • Tracked email marketing metrics, including open rates, click-through rates, and donations.

Results:

  • Email Marketing:

    • Raised $300,000+ in donations through marketing efforts between November and December.

    • Achieved an average email open rate of 29% and a click-through rate of 15% across the 10 emails.

  • Social Media:

    • Increased awareness for Ronald McDonald House Charities of the Inland Northwest, as evidenced by reaching 8.1k unique accounts, a 2% increase compared to the previous period.

    • Generated 44.1K views on campaign content, a substantial 31.3% increase compared to the previous period.

    • Achieved 1.7K content interactions (likes, comments, shares, saves), representing a remarkable 58% increase compared to the previous period.

    • Drove a 7% increase in link clicks compared to the previous period.

  • Development Team Collaboration:

    • Successfully collaborated with the development team to distribute the "Give a Cookie" fundraising letter to their donor base.

“Be Like" Campaign
Volunteer Recruitment Initiative

Project Overview:
A 3-week social media campaign designed to increase volunteer engagement and recruitment for Ronald McDonald House Charities of the Inland Northwest. The campaign utilized a replicable "Be Like" template to showcase the contributions of existing volunteers and inspire others to sign up.

Goals:

  • Increase volunteer sign-ups.

  • Raise awareness about the impact of volunteering for Ronal McDonald House Charities of the Inland Northwest.

  • Generate engagement and positive sentiment around the organization's volunteer program.

  • Drive traffic to the organization's volunteer sign-up page.

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My Role:
Social Media Strategist & Content Creator

    • Developed a 3-week social media campaign centered around the "Be Like" theme.

    • Highlighted exceptional volunteers, showcasing their stories and contributions to inspire potential volunteers.

    • Created a consistent and visually appealing template for all campaign posts to ensure brand recognition and shareability.

    • Focused on organic and potentially some paid social media promotion to maximize reach and engagement.

    • Designed a visually appealing and adaptable "Be Like" template for social media posts, ensuring brand consistency throughout the 3-week campaign.

    • Wrote compelling copy for each post, highlighting individual volunteer achievements and connecting their stories to the organization's mission.

    • Managed the campaign's rollout across Instagram and Facebook ensuring consistent posting and active engagement with the audience.

    • Monitored campaign performance using relevant social media analytics tools, tracking key metrics like engagement, reach, and website traffic.

Results:

  • Successfully increased volunteer sign-ups by an average of 2 per week during the 3-week campaign, resulting in a total of 6 new volunteers.

  • Achieved 15% increase in engagement (likes, comments, shares) on campaign-related posts.