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CASE STUDIES
CLIENTS
Pittsboro-Siler City CVB
Content Writing
Client
Pittsboro-Siler City Convention & Visitors Bureau
The Pittsboro-Siler City Convention & Visitors Bureau (CVB) is Chatham County's official Destination Marketing Organization (DMO). The CVB acts as a liaison between potential visitors, media, event organizers, film scouts, and the local travel industry.
Timeline
September 2022 - PRESENT
Overview
In September 2022, I was brought on to the CVB team as a Marketing and Events assistant to help ensure our team is equipped to receive more guests and to enhance the level of services provided by our organization.
Project Details
My responsibilities include providing support for CVB projects, including Chatham Concierge, the Hampton Inn & Suites - Pittsboro opening, and the Chatham Sports Alliance microsite in collaboration with Chatham County Parks & Recreation. I also work closely with our Department Head on partnering with media contacts to create itineraries for journalists and influencers and coordinating travel plans with visitor businesses.
I also write and distribute the monthly Tourism CHITCHAT and our quarterly Venues & Vendors newsletter. Additionally, I publish evergreen and seasonal content on Discover Chatham, the CVB's blog. I ensure our website is up to date with the latest events in our area and location pages for our visitor businesses, maintain logs tracking media coverage and visitor businesses requests, and create templates for our newsletters, press trip itineraries, and social media assets.
Results
So far in fiscal year 2023, I've introduced new tools and procedures to organize the CVB's workflow and enhance the level of services provided to visitors and businesses. I've also produced infographics, reports, and presentations sharing the CVB's mission and accomplishments and our impact on visitor-related economic development.
Berkshire Hathaway HomeServices
Social Media Management & Agent Retention
Client
Berkshire Hathaway HomeServices Carolinas Companies
Berkshire Hathaway HomeServices Carolinas Companies employs over 900 sales associates in 14 offices across North Carolina’s three major real estate markets - the Triad, the Triangle, and Charlotte metropolitan area. They exist to redefine the home buying, selling, and ownership process by offering a suite of in-house services, including mortgage options, title insurance, home warranty protection, and relocation services.
Timeline
October 2020 - January 2022
Overview
While working for Berkshire Hathaway HomeServices Carolinas Companies as a Marketing Coordinator, I quickly took on the role of an unofficial in-house social media advisor and specialist. I led several initiatives to improve our digital reach, support our agent recruitment and retention efforts, and refine our social media strategy.
Job Description
As a Marketing Coordinator, I was responsible for implementing important leadership requests including campaign announcements and reminders, creating and issuing monthly email sends, and daily management of the CEO’s social media handles. I also supported capture goals for affiliated services by communicating ongoing campaigns, creating and issuing monthly newsletters, and sharing organic content on our social media channels and blog.
My responsibilities as the team’s social media coordinator included managing multiple social media handles, our blog, Google My Business pages, and digital ad campaigns; launching two Instagram handles to promote local offices, and strategizing new ways to grow and improve our online presence. I trained other coordinators and our sales associates on social media best practices and provided them with templates and assets to share on the pages that they managed.
Results
Some initiatives I took included incorporating Instagram Reels, LinkedIn articles, and Twitter into our social media mix, as well as creating localized assets for our sales associates to share with their spheres of influence. In November of 2020, I launched the BHHSRaleigh Instagram handle and grew our account to over 500 followers in less than a year. I also expanded the number of personalized marketing services our team offered to our sales associates, including a quarterly local newsletter for our Raleigh and Cary offices, as well as localized postcard content for our Durham and Chapel Hill locations.
NC State Executive Education
2018-2019 Annual Report
Client
NC State Executive Education
In an increasingly automated and uncertain world, NC State Executive Education equips organizations to overcome challenges in leadership, innovation, and analytics. Over the past ten years, they have successfully delivered subject matter expertise and applied learning activities to Fortune 500 industry leaders like Cisco and MetLife.
Timeline
September 2018 - May 2019
Background
In 2017, I was brought on to their team as a Student Program Assistant to write marketing content and assist with program management. Within three years, I became an integral member of our expanding marketing team, unifying our brand identity across channels and supporting the launch of several new programs through content writing, graphic design, and social media marketing.
Project Details
During my second year with Executive Education, I initiated a major undertaking - producing the 2018-2019 annual report. This was our first-time creating year-end documents for the organization, and nobody else on our team had previous experience assembling them. Our project goals were broad - we wanted a general document to share with university stakeholders that discussed who we are and what we did in the 2018 fiscal year.
I combined my content writing experience, research skills, and design abilities to produce the report and oversaw the project from conceptualization to implementation, revision, and distribution. I interpreted ambiguous directions and broad project goals, worked within rigorous brand guidelines, and collaborated with our marketing director and college's larger marketing department to meet key performance indicators.
Results
The outcome reached beyond the project’s original scope to include a celebration of our ten-year anniversary, our university contributions and innovations, as well as specific case studies highlighting our strongest programs. The design I created reflected the appropriate format, voice and tone, audience, and delivery channels for our organization and exceeded the original expectations of our team.
ON THE BLOG
