The State of Michigan enlisted Domain7 to gather input from Michiganders on what it would take to bring or keep them home. In under four days, we needed to drive a large audience to the digital engagement. I worked with the VP of Strategy to identify three key personas: Michigan professionals, out-of-state professionals, and Michigan alumni and students. We designed essential persona briefs, and then tailored our messaging and targeting to each group on LinkedIn and Instagram, leveraging key attributes. We exceeded our goal of 2,500 survey completions with over 3,800 engagements driven by our paid ads, showing the effectiveness of our strategy.

As the Social Media Specialist for LOJEL, I excelled in driving sales and engaging the brand's audience through my copywriting skills. I successfully shaped and maintained LOJEL's brand voice across digital channels, while creating photography and visual content, contributing stories to the online journal, and managing a portfolio of 15 to 20 influencer and creator partnerships. I led the social strategy for the brand, consistently aligning all campaigns and content with the overall brand objectives, resulting in an increase in conversions. My experience as a Social Media Specialist for LOJEL helped me develop my copywriting skills to become an expert in crafting persuasive and effective language.

At Versett, I played a key role in updating the company's website following the acquisition of two large agencies. The VP of Strategy reached out to me for assistance, and I stepped in to conduct interviews with leadership to fully grasp the new service offerings. Utilizing this knowledge, I developed compelling taglines and in-depth copy for each service. The end result was a polished and informative services page, complete with click-through pages featuring detailed descriptions and calls-to-action to convert website visitors into leads.