Content

Social Media

Sports Illustrated

It is incredible to open a Sports Illustrated file from the photo archive. You can smell the history.

The envelopes contain the finest moments in sport. Labeled only with the a photo credit and a short assignment title, opening the folder was like unearthing some treasure from a bygone era: you never know what you were going to find.

The images garnered 4500 Instagram likes on average. By contextualizing present events with the changes or similarities of the past, SI had another avenue to showcase its rich history and connection to sports.

Public Transit Posts

LinkedIn provides the best opportunity in social media to connect with transit agency folks. At its core, content needs to be helpful, not overly promotional. Identifying and distributing content that solves problems improves metrics.

As part of an organic social strategy, publishing new feature releases can support change order revenue for existing clients. It also reinforces capabilities for organizations kicking the tires.

In addition to delivering website traffic and CTAs, it can also facilitate paid promotion. Posts are designed to be boosted with limited ad spend to assist awareness campaigns.

US Rowing

As a freelance writer, I pitched a story placing the rowing history of Atlanta and New England into the context of the football feats of these respective regions. With no concept of rowing's rich tradition, I researched and wrote a piece that detailed the sport's place in time within the heritage of their city's gridiron background. The story was released on the homepage of USRowing (the American governing body) before the Falcons and the Patriots met in Super Bowl LI. Over 200 people engaged with the story on social media.

Printfly Blog

For Rush Order Tees, the flagship brand of Printfly, partnerships were key to expanding brand awareness to meet customers where we hadn’t been before. Red Bull GRC was one such an example. As sponsors, there was now access to customer email lists and event marketing opportunities. In addition, sports sponsorships announce to the world a new level of maturity and growth for a business. Beyond running contests (to support lead gen) and event activations, it was important to coordinate a push for public relations and inbound content.

Content Guideline

Running a content team demands placing trust in your writers, but it also needs structure. The aim of the style book for writers is to create a framework for the expression of the brand's copy. The goal is not to restrict creativity though. The benefits of balancing great storytelling with a consistent voice resonate throughout the business (from brand equity to lead generation). This is as important for the brand as the color palette and typography. I created a writing guide to help other writers adopt the voice, as well as help shape the linguistic heart of CPI.

Paid Media

Payments, in every industry, are rapidly evolving. Introducing widespread credit and debit card usage to public transit agencies was an obstacle due to onerous fees associated with low-value transactions.

Things change. As bundled transactions become more prevalent, educating the marketplace required additional outreach.

After researching paid channel options, I worked with Mobility Payments for an editorial placement. Together with the Bytemark director of payments, we crafted an article that addressed concerns, highlighted processing changes, and (lightly) showcased our capability. This thought leadership article was sent out to nearly 10k contacts, featured on LinkedIn, and promoted on the publisher’s website. As a result, two speaking placements were secured.