Content & Engagement Strategy
From concept to implementation, here are some client challenges solved through strategic execution
Case: Capturing the Story Flow
Who: A pharmaceutical brand with a therapeutic treatment indicated for Parkinson’s disease featuring unique attributes of the gold standard CD/LD.
Challenge: Enacting a first-time influencer program, the client needed an overall outlook of organic content efforts from a cross-channel lens. Creating a story flow, gave the client a 12-month outlook that showed the collective story between the brand’s paid media efforts and the influencer content.
Executions: Using a content calendar format, the story flow included channel recommendations, dedicated messaging to reflect the journey stages, content pillars, asset adaptations, and key moments for evergreen content.
Results: Produced content based on story flow with high metrics that showed organic content outperformed paid media as a driver to the patient website. Visitor key site actions (KSAs) favored educational resources inciting content optimization dedicated to disease state education (DSE) and doctor-patient communication tools.
Case: Fine Tuning the Message
Who: A pharmaceutical brand with a therapeutic treatment indicated for Parkinson’s disease featuring unique attributes of the gold standard CD/LD.
Challenge: Awareness of brand attributes needs to be connected to the target audience. To ensure future programs move patients and HCPs closer to treatment adaptation, a message architecture was proposed to show how the brand can communicate its value proposition along the journey stage.
Executions: Chart elements include the brand vision statement, audience barriers, communication objectives, dedicated messaging, content pillars, and proposed topics.
Results: Provided client with a stronger connection with messaging related to how each audience segment can experience the brand and how the messaging connects to the programs that link back to the value proposition and business goals.
Case: Amplifying My Brother’s Keeper
Who: A non-profit organization focused on mentorship and development of young Black men in systemically displaced communities.
Challenge: Working as the social coordinator, the task was to bring awareness and promote a national summit located in Newark, NJ, with only three (3) to promote and gain a minimum of 100 RSVPs.
Executions: In collaboration with the Creative Director, we worked together to create promotional ads to run on Facebook and Instagram, as well as organic content on both platforms along with X.
Results: The event garnered approximately 1,000 young Black boys and men ages 13-21, a first for any youth-based event in Newark. Through live tweeting during the event, generated a trending hashtag, as well as earned media coverage (TV and online), with a record-breaking registration and participant total.
Case: Sex-Ed Through Social Awareness
Who: A sexual wellness brand with a strong Gen-Z audience.
Challenge: Condense and adopt the most important STD stats into a leaflet format that appeals to the Gen-Z audience and supports the rollout of the brand’s messaging app, answering anonymous questions and offering sexual wellness tips.
Executions: Collaborated with the brand team and creative team to gather relevant stats and ensure the copy remained relevant to the brand's tone of voice and guidelines. Worked with the design team in an effort to highlight key points important to the reader and overall brand message.
Results: A 3-panel leaflet that captures and promotes the messenger app, while affirming the importance of sexual education with the app as a solution.
Case: The Makings of a JEDI (Justice, Equity, Diversity, Inclusion)
Who: A creative agency niched in healthcare communications, medical education, and med-comms.
Challenge: Build a DEI-focused framework that defines what DEI means for the agency, and create internal and external programs to strengthen employee relations and engagement.
Executions: Designed a framework focused on diversity beyond the skin, created DEI Council to forward equity and inclusion efforts, worked across departments to activate DEI-specific content on internal and external channels, and selected to assist with the DEI campaign initiative.
Results: Implemented health literacy guidelines to support accessible messaging, established BIPOC and LGBTQIA+ members to help maintain cultural competence with creative works, implemented brave space talks to support employee mental health, and designed resource guides to bring awareness to various cultures within the employee community.
