Across sectors and niches, I’ve managed marketing and social media workflows for campaigns targeting specific goals. Read each case study below to see examples of my campaign work.
Case Study: Vocal Coach Videos
GOAL: Reach YouTube Partner Status
Video Playlist: Vocal Coach Reactions
PLATFORM: YouTube
DURATION: 90 Days
As a solopreneur, my vocal coach client was looking for ways to expand her content reach and set up new streams of monetization among countless priorities, including: boosting her clients, selling a book, and boosting her as an artist.
I consulted with her and suggested making high-quality YouTube videos targeting specific topics and audiences. Then, I created an easy workflow with her to do so weekly (at her discretion).
This was our workflow for higher engagement:
- Research key topics relevant to her niche and pitch to client
- Conduct weekly film shoot with my camera and direction
- Edit first pass on videos to create main composition
- Consult on final edits and best social media practices
- Create branded thumbnail and final video edits for best practices
- Post video using best practices
Impact/Results
Together, we created and posted 7 long videos (7-20 minutes) and 13 shorts to her channel (1-3 minutes) in her content niche: vocal coach, before focusing on other business priorities.
In those 90 days, we accomplished the following:
- Added 70,000+ views from 0 previously (saving the channel)
- 75% progress to YouTube’s Partner Program (requirement is 4000 watch hours)
- Created evergreen content that continues to grow the channel long-term and reach her goal passively when she’s unable to add new videos.
I am continuing to work with this client to stay focused and achieve her goal of monetization.
Case Study: Live Wellness Webinars
GOAL: Increase Email Subscribers
Video Playlist: Non-Profit Webinars
PLATFORM: YouTube
DURATION: 1 Year
Working as the in-house marketing team for a Non-Profit wellness client with courses, I strategized ways to gather new audiences for our social media and email list.
This client primarily sells online courses to the public and contracts programs to organizations in different sectors (i.e. health and law enforcement).
As an individual marketing generalist with a lean budget and team, I suggested we create a pipeline of free webinars to increase audience acquisition and engage our current community (which needed new incentives to stay engaged).
This was the workflow for increasing engagement:
- Schedule 1-2 webinars every 2 months (permitted by guest speaker’s availability)
- Create the following items with collateral: Webinar webpage, free email sign-up pop-up, and YouTube stream setup.
- Once set up, create campaign social content to promote organically (2-6 weeks out).
- (Optional) If budget allowed, create an advertising campaign to drive sign-ups.
- Set up predictable email campaigns to both wide and sign-up list (to increase live and on-demand viewership).
- Produce live program and engage live viewers with Q&A.
Impact/Results
Together, we produced 13 live webinars on a variety of topics to stay engaged.
Over the course of 1 year (across each campaign), we accomplished the following:
- Added 10,000+ views from 0 on webinars (or similar content)
- Added 20% to wide email list (over 1-2K new sign-ups)
- Engaged 10% of wide list to view webinars.
- Utilized live webinars for high-level donor collateral
- Contributed to the overall goal relating to building a YouTube presence and evergreen content (helping to triple existing subscribers).
The non-profit organization felt we accomplished our goals while working together.
Case Study: B2B Virtual Events Videos
GOAL: Create B2B SaaS Sales-Supportive Collateral
Video Playlist: B2B Product Videos
PLATFORM: YouTube
DURATION: 60 Days
Working as the in-house marketing team for a B2B Virtual Events company with online products, I strategized ways to communicate about the product for a variety of use cases. Internally, this work was primarily for the purpose of supporting the sales process.
This was the workflow for building a presence:
- Discuss client needs for active prospects in the sales process.
- Create video ideas to fulfill the client’s needs and begin to build a social media presence on YouTube.
- Write out video scripts to explain the product concisely.
- Conduct a film shoot (if applicable) where I hosted and explained the video topics.
- Edit videos in batch with company collateral to emphasize the product, use cases, and benefits.
- Post video using best practices for sales process (e.g. strategic calls-to-action links, etc.)
Results
Together, I helped fulfill 14 product videos (1-5 minutes each), including two product trailers for YouTube.
Over the course of the campaign, we accomplished the following:
- Booked 50 new sales leads (up from 5-10 new leads per month).
- Supplemented B2B materials to active sales leads (including between 15-30 prospects)
- Built the YouTube channel’s first presence (totalling the first 1,000+ views on the channel; this is a lot for their specific niche)
- Inspired a live Digital Engagement Summit utilizing the B2B product and live attendees, utilizing the videos and more edits for an interactive experience.
The B2B SaaS company felt we had made great impacts to sales prospects.
Case Study: Theatre Content
GOAL: Increase Community Engagement
Images: Theatre Show Campaigns
PLATFORM: Instagram
DURATION: 2 Months
Working as the in-house marketing team for a new student theater company focused on contempoary realism at USC, I focused on getting people excited for our upcoming productions via our social media, supporting brand presence and ticket sales.
This was our workflow to engage our audience:
- Discuss priorities at our board meetings (which was paramount as we had to budget and strategize like a real theater company).
- Create static post content supporting priorities, including graphics, original photography (taken by me), and captions with best practices.
- Edit photos showcasing rehearsal process and dress rehearsals to release in batches 2 months leading up to the shows.
- Create a content calendar to schedule posts ahead of time.
- Add content to stories and manage social media community with interactions.
Results
Over the course of each show campaign, we were able to accomplish the following:
- Built a quick first-time presence of 1,000+ followers matching (and exceeding at times) the other legacy student-run theater companies.
- Sold enough tickets to turn a profit for the company and invest in our subsequent shows, including original productions.
- Excitement and engagement remained high both on digital and in-person as the student theater company has only grown and thrived since then with student showcases and further productions.
As one of the original co-founders of the student theater company, I am proud of the work we did. Together, we left a lasting legacy that continues almost a decade later.
No matter the sector or niche, I work with all of my clients to strategize and reach towards their goals. With my varied skillset in content/social media and an M.S. degree, I can fit into most situations and leave a great impact.
Do you want to grow your social media? Or engage your audience further? Click the button below to book a free call with me.