Challenge

Turning a complex mission into a brand experience people could understand.

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Opportunity

Create a clearer brand experience that communicates Upstream's value proposition while improving conversion and audience engagement.

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Strategy 

• Dedicated Content Pillars

• Homepage Messaging

• Integrative Marketing Strategy​

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Work

• ​Revamped messaging across all channels​

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Results 

Translated complex campaign messaging into clear, engaging nonprofit communications that resonated with Minnesotans across diverse backgrounds and helped make important issues more accessible to broad audiences.

Challenge

Homes for Heroes needed to strengthen its digital presence and create more meaningful ways to connect with its national audience while elevating the stories of the heroes and communities it served.​

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Opportunity

Create a clearer digital experience that communicates why heroes should choose to work with the organization while driving higher conversion and stronger audience engagement.​

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Strategy 

​I developed a social content strategy centered around community storytelling, video content, and conversion-focused optimization using social as both a brand-building and audience-growth channel.​​

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Work

• Social Strategy & Growth
  Refined content strategy and channel execution, growing Instagram 63% and Facebook 15.9% in 2020.

• Conversion Optimization
  Optimized Instagram content and strategy to increase conversions by 154%. 

• Storytelling & Video
  Created and produced a video series spotlighting community heroes and bringing the organization's mission to life through human-centered storytelling.

• Internal Communications
  Launched an employee e-newsletter to strengthen internal communication and keep employees connected to organizational news and initiatives.

• Foundation Communications
  Managed content strategy and communications for the Homes for Heroes Foundation.

• Thought Leadership
  Selected to speak at the Homes for Heroes National Conference on social media best practices, sharing strategic recommendations with a national audience.

 

Results 

Created a clearer, more compelling digital experience that strengthened the organization’s appeal to heroes, increased engagement, and improved conversion.

Challenge

The property needed to increase awareness and drive measurable demand across both leisure guests and business/event audiences, while maintaining consistency with the Delta Hotels brand.​

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Opportunity

Create a more cohesive digital marketing experience that clearly communicates the property’s unique guest experience, strengthens its connection with travelers, and drives increased engagement and direct bookings.​

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Strategy 

​I developed and executed an integrated marketing approach spanning organic content, paid campaigns, website optimization, influencer partnerships, and sales enablement with marketing efforts directly aligned to occupancy, direct bookings, and event inquiries.​​

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Work

• Deman Generation through organic and paid B2B and B2C campaigns designed to increase event inquiries and direct bookings​

• Digital Optimization
  Optimized website and landing page content to improve search visibility, organic traffic, and the path to conversion.

• Social and Content
  Built a video-first content strategy designed to showcase the guest experience and increase Instagram engagement and brand awareness.

• Influencer Marketing
  Developed and launched an influencer campaign that doubled web traffic in two weeks while accelerating follower growth.

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Results 

Strengthened the hotel’s brand presence, increased audience engagement, and created more compelling marketing touchpoints that supported guest acquisition and direct bookings.

Challenge

Reflect Salon was looking to strengthen its employer brand and attract new talent in a competitive salon market. The opportunity was to communicate what made the salon different, its culture, people, and employee experience in a way that felt authentic to prospective stylists.​

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Opportunity

​Rather than relying solely on traditional recruitment messaging, there was opportunity to turn Reflect Salon’s brand story into a talent attraction tool. By showcasing the people and culture behind the brand, this campaign built an emotional connection with prospective employees while positioning Reflect as a destination for top talent.

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Strategy ​

Develop a recruitment-focused creative concept that brought Reflect Salon’s culture to life through human-centered storytelling and video. The strategy centered on showing the employee experience rather than simply telling candidates about open positions, creating content that felt native to the brand while supporting a clear recruitment objective.

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Work

Led the strategic and creative direction for a recruitment video designed to showcase Reflect Salon’s culture, team, environment, and employee experience. Collaborated across strategy, creative, and client teams to translate the recruitment objective into an engaging visual story.

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Results 

The recruitment video became a brand storytelling asset that could serve both talent acquisition and broader brand awareness, extending Reflect Salon’s marketing beyond customer acquisition to employee engagement and recruitment.