Brand + Content Strategy
social content strategy
Managed a 5-person content and design team to overhaul the Scholastic Book Fairs editorial calendar and social media creation process, launching year-long customer stories, representation project, and product features campaigns.
Our work increased average reach by 275%, and our content strategy was adopted by other Scholastic business units.
rebrand with digital strategy overhaul
I oversaw Eurasianet’s $54,000 website redesign and brand refresh, from the proposal stage to launch, with the goals to: increase our active readership, develop a mobile-responsive and multimedia-rich website, and integrate social media production into the CMS.
After the launch, Eurasianet saw an increase in direct (130%), referral (150%), and social — direct (104%) and automated (457%) traffic.
multimedia content for reader acquisition
In mid April 2018, Armenians began protesting former President Serzh Sargsyan’s attempt to extend his rule as the country’s prime minister. On April 23, Sargsyan resigned amid mass protests. The demonstrations continued across Armenia until protest leader Nikol Pashinyan was elected prime minister on May 8.
Our reporter in Yerevan wrote daily updates and other contributors provided background and analysis pieces. I coached him on how to capture video with his iPhone and sent him shot lists as he followed the movement. With this footage, I created two videos: Armenia protests and Armenia celebrates, then mourns. These were used to leverage a new reader base in Armenia.