Case Studies
Video Storytelling
Case Study No. 1: Drive Brand Awareness
Challenge: Create awareness for Centers for Independence and its Employee Training Program
Solution: Highlight graduates who are excelling with their employers through video storytelling
How the project comes together:
The video outlines and scripts are pitched to a program manager. At that time, it is requested with a program manager to connect with one or two individuals who have completed the program and are thriving in the work environment.
Interview times, dates, and location(s) are set between myself and the program manager, as well as the client's employer.
Filming and editing then takes place, with an approval process set up once editing is completed.
Results:
Videos averaged 2,766 impressions
62% average length watched.
Case Study No. 2: Lead/Referral Generation
Challenge: Create an awareness campaign for Centers for Independence and its new Children's Behavioral Health Therapy program with goal of adding leads/referrals.
Solution: Highlight program offerings featuring on-staff psychotherapists
How the project comes together:
The video outlines and scripts are pitched to the department manager. Planning meetings are held to get an understanding of program offering, and set up interview time, day(s) and location(s).
Filming and editing takes place, with approval process set up once editing is completed.
Results:
Engagement rate = 4.4%
57.9% average length watched.
Case Study No. 3: Fundraising
Challenge: Create a fundraising campaign for Centers for Independence to support programming.
Solution: Highlight an employment services training graduate.
Additional tidbit: The story was an extension from a Disability Employment Awareness Month campaign earlier in the year. It focused on a client's ability to be able to save money to replace a ceiling fan in his bedroom and assist his mother with bills. The client's name was Johnny. He was 33 years old and it was his first job.
How the project comes together:
The idea is pitched to a program manager. Planning meetings are held, and interview times, dates and locations are set up. Planning is also coordinated with Culver's location manager and corporate headquarters' marketing department. Filming and editing takes place, with approval process set up once editing is completed, which includes approval from Culver's.
Results:
More than 14,500 impressions on YouTube (organic)
Nearly 1,000 impressions on Facebook/Meta (organic)
Engagement rate = 6.5%
Case Study No. 4: Ecommerce & New Product Launch
Challenge: Mueller Sports Medicine was unveiling new compression therapy equipment.
Solution: Create a teaser video to be used on website and on social media channels
How the project comes together:
Collaborate with marketing team members to develop digital assets such as B roll footage.
Collect the assets.
Editing takes place, with approval process set up once editing is completed.
Email & Automation Campaigns
Case Study No. 1: New product launch
Challenge: Cambro Manufacturing announces the launch of a wall shelving series for production kitchens.
Solution: Create an email campaign highlighting the new product and send to a target audience.
How the project comes together:
Collaborate with the marketing team at Cambro to understand the target audience
Collect digital assets
Collect key talking points
Results:
Open rate = 36.3%
Click rate = 3.6%
Case Study No. 2: Email newsletter
Challenge: Keeping external and internal shareholders informed of company/organization happenings/news.
Solution: Create a monthly email newsletter featuring program highlights and news.
How the project comes together:
Collaborate with department/program managers to discover what's going on in their programs aimed at highlighting success stories
Collect digital assets whether through photo and/or video, and/or department submissions.
Interview people associated with the story.
Results:
Open rate = 23.1%
Click rate = 1.6%
Case Study No. 3: Employee Recruitment
Challenge: Recruiting new employees to fill vacancies.
Solution: Create a monthly email newsletter featuring an interviewing tip with featured jobs to apply for.
How the project comes together:
Collaborate with HR department to discover their needs such as what positions have the greatest need to be filled.
Research trending job interviewing topics to provide a value for the user.
Collaborate with HR to get job descriptions and tailor the description to best fit recognizable content, such as keywords.
Results:
Open rate = 34.1%
Click rate = 1.2%
Paid social ad and organic campaigns
Case Study No. 1: Audition for "A Christmas Carol"
Challenge: Actors and actresses needed to sign up for auditions for upcoming production of "A Christmas Carol" by the West Bend Theatre Company.
Goal: Increase link clicks to website.
Methods used
Paid social ads
Organic social posts
Results:
Increased number of signups from 12 as of Sept. 1 to 46 by end of campaign on Sept. 16.
Reach = 8,167
Cost per click = $0.31
Link clicks = 226
Post engagement rate = 3.1%
Show was successfully cast
Case Study No. 2: Buy Tickets for "A Christmas Carol"
Challenge: To generate ticket sales for “A Christmas Carol” by the West Bend Theatre Company
Goal: Sell out six shots; about 900 tickets
Strategy methods used
Organic social media posting
Email to subscribers
Done through six emails
Paid social ads
1 from the Facebook event page
2 from boosted social posts
Organic Social Posts Results
Engagement Rate = 8.9%
Paid Social Post Results (3 posts)
Impressions = 80,524
Reach = 25,808
Avg./Cost per click = $0.23
Link clicks = 1,697
Click rate = 2.1%
Post engagement rate = 3.1%
Email Results
Set goals: 15-25% open rate; 2-5% click rate
Open rate: 23%; click rate: 2.2%
All shows SOLD OUT.
Case Study No. 3: Farm 2 Table Fundraiser
CFI's Farm 2 Table program connects clients with local restaurants and providing freshly grown foods from gardens at greenhouses and on-site gardens.
The event was a celebration of community partnership, but also a fundraiser with a portion of proceeds benefitting CFI clients and programs.
Among the goals for the campaign were to increase awareness about the Farm 2 Table program, but also to sell tickets to the dinner. The goal was to sell out the event (60 people) at $90 per person.
Various methods were used to achieve the goal, which was reached.
Organic social media posting
Email to subscribers
Paid social ad from an event page
