Projects
Here’s a couple of my favorite projects from over the last few years. It was hard to narrow it down. If you’d like to see any examples of services you’re interested in or have questions about any of my feature projects, please feel free to contact me.
Chamber Website Redesign
In 2022 I led the Sacramento Metro Chamber through a website redesign, overhauling and modernizing the website for the first time since 2008. This redesign focused on making information both easy to understand and to locate which were the two biggest pain points for users. Along with a developed ‘human approach’ to the site’s storytelling, it also included developing easy-to-use widgets and tools for both end users and page admins. This included a notification system, integrated event calendars, department contact forms, shortcut buttons throughout, and a blog site. After the successful launch in March 2023, the website experienced the following metrics:
3,778 average monthly users since the new launch
20,469 event counts each month: link clicks, form fills, page scrolls, registration submissions and beyond
114 member leads generated in the first 7 months, a 7.2% conversion rate
Users on average find what they need in 1:12 minutes
Metro Digest
In conjunction with the Sacramento Metro Chamber’s website redesign, I redeveloped the monthly newsletter to utilize the new blog page and drive more web traffic. This included a redesign to mirror the brand elements of the website while creating a more accessible and highly readable format. The newer format also featured more story content with analytics in place to gauge the most successful content. Monthly, these newsletters were also able to provide leads for general participation, sponsorships, and beyond based on new tracking methods.
The newsletter re-design elevated email communications over the first year. This included:
10,000+ subscribers
27% average open rate
2,750+ average monthly clicks for content
20+ lead lists generated for sponsorships, memberships, and program ticket sales
Foundation Social Media
During 2022, the Chamber underwent a soft rebrand including modernizing existing logos and assets. This allowed for a social media rebrand, reshaping the content and best practices for each channel. Leading this strategy, I advocated for the launch of official Metro Chamber Foundation social media channels. These channels launched in September 2022 as a way of elevating Foundation content, reaching specific program participants, and solidifying the Foundation’s prominence about the programs it supports. Through the strategic development of an Instagram, Facebook, and LinkedIn page, the Foundation was able to utilize a different at-large communication style, tone, and Foundation-specific brand elements earning over 1,000 organic followers in its first year and over 35,500 impressions on content.
Go Online Campaign
In response to the COVID-19 pandemic, the Department of Motor of Vehicles modernized by offering many services online. Upon my hire in December 2020, I launched a Go Online campaign to drive more users to the DMV’s online service portal and raise awareness for available services. During my time with CADMV, I created over 400 posts across four platforms: Facebook, Facebook Stories, Instagram, Instagram Stories, Twitter, and LinkedIn.
Visually, the Go Online campaign included its own logo, color palette, gradients, and other expanded elements to distinguish it from regular DMV content. Research into customer comments and Google search queries were conducted daily to create more relatable content. Social media trends and holidays were also used to keep content relevant. In order to reach a wide range of audiences, diverse photos, and imagery were utilized.
Content from the Go Online campaign received 2.1 million impressions in the first four months. Within the first year, 113,173 website users were directly acquired from social media link clinks and accounted for 87,082 conversions. Followers increased by 2% on Twitter, 6% on Facebook, 10% on Instagram, and 12% on LinkedIn after the launch.
The most successful post alone resulted in 2,096 shares, a reach of 149,719 users, 19,885 engagements, 779 direct link clicks for dmv.ca.gov/online, and a 23% increase in organic website searches.
This campaign had a very successful start. It was closely monitored and analyzed to ensure SMART goals set at the directorial level were being met.
Design Week Sacramento
Outreach for 2019 Design Week was extremely difficult. Communication was needed to reach several new audiences that consisted of potential sponsors, partners, and participants. By establishing targeted posts for each audience, Design Week’s main communication goal of local participation was met. The campaign expanded from October 2018 to May 2019. Followers grew 800% from roughly 200 initial followers in October to over 1,800 during Design Week in May. All 28 events were promoted through a social media strategy which included setting up posting schedules and curating content for sponsor features, partner highlights, and final ticket sale posts. Below are some of our metrics for Design Week.
900+ event attendants
22,304 users reached on Instagram, Facebook & Twitter
541 public shares
108 uses of the custom hashtag #designweeksac
4 media mentions from Sacramento News & Review, Sactown Magazine, Comstock, and Inside Sacramento
6 blog entries: Klinger Creative, Great Raven Design Co., Lionakis, Honey, Sacramento with Puneet, and Simplified Wardrobe
8 event website shares
Visit Sacramento Social Media Take-Over
From July 5, 2019 - July 7, 2019, the City of West Sacramento took over Visit Sacramento’s Instagram feed. Preparation of strategic content took six weeks with lots of back and forth with Visit Sacramento’s social media team. The ultimate goal of the take-over was to obtain more account followers while reaching a new potential audience. The take-over consisted of seven posts that highlighted destinations and activities within the West Sacramento community. These posts resulted in the following:
653 additional account followers (22% growth)
19,034 impressions
9,954 “likes” on take-over content
18,149 IGTV video views
This was all achieved on a $0 budget for the takeover content.
“Foodie Friday” Social Media Series
With the goal of promoting local businesses and tourism, I implemented a “Foodie Friday” Instagram series for the City of West Sacramento which highlighted unique local restaurants and eateries. This eight-week series included an original hashtag #eatinwestsac and a popular hashtag #foodiefriday. Participating businesses were tagged and copy-engaged users by asking them to tag their favorite local restaurants. Engagement rates were 7% higher on average than regular weekly posts.
Please feel free to view my social media strategy for this series. This series was designed as a teaching tool for my summer interns to give them a crash course on using social media and techniques for adjusting and creating specialized content. A good social media strategy can be used to successfully guide all levels of expertise on a project.
Insights Report for Cronkite News
Did somebody say Google Analytics?! Even if you already have a very successful online presence there is always room for improvement or a second set of professional eyes on your data. There are a lot of different ways to prepare a report, depending on your goals. For Arizona State University’s Cronkite News team, the goal was to improve engagement with posted content. While the goal was broader, a comprehensive insights report still showed numerous finite ways for the Cronkite News team to further engage their audience with content including targeting Arizona users, posting key content on Thursday at 9 am, and featuring more government news.
Elections Integrity Campaign for West Sacramento
The 2020 elections had a new process in place due to COVID-19 including replacing polling places with Voter Assistance Centers, Official Ballot Drop Box locations, mail-in-ballots for all residents, and extensive tracking systems for ballots. Social media plays a huge role in communicating during COVID-19 which is why an education style social media campaign was necessary. While motivating voting was a goal of election integrity, content was also aimed at educating residents about new processes. The campaign was centered around a “Voting in 5 Easy Steps” informational graphic; ensuring everyone in the community had the right information to receive and submit their ballots. Content was shared with Facebook, Instagram, Twitter, Next-door, and the City’s News Blog. This included:
• 5 weeks of posting surrounding a “Voting in 5 Easy Steps” concept
• 10 custom graphics
• 5 curated/staged photos
• 2 informational videos
• Strategic reposting of Yolo Elections Content
• 2 generated hashtags #westsacvotes #votewestsac
• Weekly utilization of Ritetag for trendy 2020 elections hashtag
Life by the Horns Digital Marketing Strategy
Life by the Horns’ primary business objective is to create revenue by renting their fleet of trailer campers for both short-term and long-term use. To help them meet this goal, a full-scale digital marketing campaign was created: social media posts/ads, email marketing, and Google Ads. Audience analysis of their existing channels and website data revealed that they were not reaching their largest potential audience. Google Analytics indicated regionally located men and women between the ages of 25-34 were most likely to browse their website catalog, however, their social media catered to women 45-65 from within the city of Raleigh, NC. Research into the psychographics of the new potential audience revealed an interest in jumping, adventuring, and pet-friendly vacation rentals. SPYFU research revealed competitors and keyword data. Custom content and a budget were created using this data.
This campaign resulted in:
• Increased bookings for the month of July/August
• Comprehensive insights report for future marketing
• 6 custom social media posts (Facebook, Twitter & Instagram)
• 3 Facebook Ads
• 4 Google Ads
• 1 email promotion through MailChimp
• 7% higher engagement
• 30 new local followers
Facebook Strategy for the City of West Sacramento
Developing a social media strategy for a specific channel is important when looking for ways to better connect with an existing audience. Because each channel may host different types of audiences, it’s important to treat each individually. In 2019, I developed a strategy for the City of West Sacramento’s Facebook channel which analyzed what the account was already doing successfully and potential areas of improvement based on the needs and interests of their existing followers. While this may be easier to evaluate for accounts that offer products or retail services due to the competition aspects, I still was able to identify regional leaders for similar information. Different areas of improvement were identified through the account’s marketing funnel and key demographics that were not being reached. In conclusion, recommendations were made to feature a weekly post, related to food, social or popular culture, to raise awareness for the account’s Facebook presence.