Sample Work
Annual Report: Telling the Story of a Landmark Year
Award-Winning Website:
FlyteVu.com
Marketing Campaign:
Inaugural ‘Plein Air in the Smokies’ Event
To launch the first Plein Air in the Smokies event — a week-long series where nationally acclaimed artists painted “en plein air” throughout Great Smoky Mountains National Park — I developed and executed a robust, multi-channel marketing campaign. The goal: raise awareness, drive attendance, and generate funds to support the park.
Strategy & Execution
Paid Media: Digital ads, targeted social media campaigns, and select print placements in local and regional publications.
Owned Media: Dedicated event landing page, email marketing to organizational subscribers, social media content calendar, and behind-the-scenes features blog series.
Earned Media: Leveraged my ongoing media relationships to target press outreach to local and regional outlets. Distributed press releases and pitched tailored story angles, securing pre-event features, week-of coverage, and live broadcasts. Coordinated interviews with artists and event organizers to maximize exposure across TV, print, and online platforms.
Media Coverage Highlights
WATE announcement (ABC Affiliate), WATE week of event, WBIR (NBC Affiliate) + live coverage, WVLT (CBS Affiliate) live coverage, Knoxville News Sentinel, The Mountain Press, The Daily Times, Kingsport Times News, The Tennessee Star, My Pigeon Forge, Smokies Life, VIP Magazine and Cityview Magazine.
Results
Exceeded fundraising goal with over $270,000 raised for Great Smoky Mountains National Park.
Secured multi-channel media presence with significant regional reach.
Established a strong foundation for the annual signature event.
Social Media
Applewood Farmhouse Restaurant & Grill
Managed June 2016-August 2017
Restaurant sales increased 20% YOY (Source: Knoxville News Sentinel, Dec. 2016)
Twitter Strategy: Media outreach, travel blogger engagement and SEO signaling.
Lenoir City Utilities Board
Launched June 2016, Managed through August 2017
Reduced negative sentiment by 70% (Source: Hootsuite)
Twitter Strategy: Alert customers of Outage & Service Disruptions: Media outreach and customer engagement through #LCUB.
Engagement Strategy: Create positive sentiment with utility customers during and after outages.
Rusty Wallace Toyota & Ford Dealerships
Managed July 2016-August 2017
Raised profile of new Ford location to local audience. Social Media ad campaigns had a direct correlation to increased sales. (Source: Internal Reporting)
Social Media Strategy: Emphasize wide selection to locals in the market for a Ford. In copy, leverage target demographic's value for "no-hassle" sales experiences.
The InSite Group
LinkedIn & Facebook Support, May-November 2016
Mined leads & Equipped sales team with best practices for LinkedIn.
Advertorials
Managed the HGTV Pinterest page, which became the leading source of social media referrals. Huffington Post named HGTV one of the Top Pinners to Follow for 2013.
Produced top-performing HGTV newsletter franchises, each with an average of 2+ million subscribers.
Created new pages on HGTV.com surrounding 42 home category keywords, which yielded +38% in search engine referrals.
Developed and curated content for HGTV.com, including the CableFAX award-winning blog "Design Happens."
Led the production of HGTV Magazine’s print-to-web conversion, from trial to launch.
Ad Age awards named HGTV Magazine the 2012 “Launch of the Year”
Content strategies yielded 22 million page views
Repositioned digital offerings to focus on programming. Great American Country show content: +164% increase in traffic YOY.
Network delivered No. 1 ratings growth (Nielson, June & July 2014)
SEO strategies: +63% increase in traffic YOY.
Created original content for the website, e-newsletters, blog and promotional platforms, including syndication and social outreach: Facebook, Twitter, Pinterest, Instagram, Google+
Facebook following +40% increase YOY
Key Projects: CMA Awards Red Carpet, CMA Fest Coverage, ACM "Reader's Choice" Voting Platform, Wrangler National Rodeo Finals