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.
Design Week Sacramento
Outreach for 2019 Design Week was extremely difficult. Communication need to reach several new audiences that consisted of potential sponsors, partners and participates. 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 a 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
During 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 which 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 to promote 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 for 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’s 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 at Thursday at 9 am and feature more government news.
Facebook Strategy for the City of West Sacramento
Developing a social media strategy for a specific channel is important to do 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 in order to raise awareness for the account’s Facebook presence.
COVID-19 Outreach for the City of West Sacramento
Creating dynamic videos can often make your social media content stand out. For the City of West Sacramento’s COVID-19 strategic communication plan, video production played a huge role. Video were instrumental in updating the community on new policies and changes to the County’s existing health order. Videos often communicated high level information so production for videos often included script writing centered around health orders and press releases, voice over acting, animation and extended editing processes before videos were shared on YouTube, City News blog, Facebook, Twitter and NextDoor.
Employee Newsletter Revitalization for City of West Sacramento
After almost ten years without an employee newsletter, in 2019 the City of West Sacramento requested the relaunch of the employee newsletter with a new more modern approach. After several meeting with human resource staff, standard sections were created and a new template for content was designed. Featured sections included an innovation corner, employee spotlight, upcoming event list and social news. The first employee newsletter received a 77% open rate from full time employees.
Virtual 5K Trail Map
City of West Sacramento’s Parks and Recreation Department’s annual 5K Run/Walk went virtual for 2020 due to the COVID-19 pandemic. This map was given to participates so they could easily locate existing trails, parking and parks.
Water Treatment Plant Poster
Informational posters showcase water treatment efforts used by West Sacramento’s Water Treatment Plant. This poster is one in a series of six posters which are visual aids used in guided student tours.
Community Relations by the Numbers
An info graphic style poster used to showcase the yearly communication efforts and success achieved by the City of West Sacramento’s Community Relations team.