Proudly served one of the nation’s largest quick-service restaurant (QSR) chains, increasing internal engagement and operational success.

Background
As one of the nation's largest quick-service restaurant (QSR) chains, my client recognized the importance of delivering a consistent brand experience across their vast network of locations. Their objectives included the development of comprehensive training materials, effective crisis communications and internal channel optimization.

Solutions

Optimization of Internal Channels
Worked with key stakeholders to implement channel-specific filters, conducting a collaborative review of internal newsletters, targeted emails and web content to ensure channel alignment.

Internal Editorial Resources
Regularly contributed to internal style guide, identifying and implementing stakeholder needs and feedback to maintain a comprehensive set of content guardrails and entries.

Documentation
Created departmental process documentation for content distribution teams, increasing departmental efficiency and excellence.

Content Refinement
Created corporate communications-facing resources to assist in content refinement. Reviewed, edited and refined internal content across all channels.

Editorial Process Refinement
Worked with corporate communications leadership team to refine editorial process, define ways of working and increase process efficiency.

Outcomes
Analytics on overall content from the company’s website continue to show increased engagement. My work with this client continues to grow, and we continue to explore new ways to make each message more meaningful.

Enabled the success of a leading healthcare management and leadership organization in their 2023 credential campaign through the development of internal campaign engagement materials.

Background
As a professional association focused on advancing healthcare executives and leaders, my client aimed to further position their brand as an industry expert, increase new memberships and increase the total number of credential-holding members and fellows with their 2023 credential campaign. To enable and empower leaders, content owners, SMEs and stakeholders to succeed during the course of the campaign, we created a Campaign Engagement Playbook to achieve the following objectives:

Member Positioning
Outline a plan to position our client as the leading professional society for all healthcare executives and employers.

Messaging Strategy
Define and align messaging for internal and external audiences, develop a clear and consistent strategy for community engagement and support implementation of messaging strategy at each stage of member journey.

Content Owner Enablement
Equip client with reference materials for campaign style, brand voice and tone, along with a library of creative collateral including digital and print graphics.

Data and Insights
Define campaign performance indicators and create a plan to monitor campaign success and refine strategy.

Persona Development and Audience Research
Identify and segment key audience groups and tailor messaging strategy to meet the unique needs of each group.

Channel Strategy
Define a clear content and channel strategy, outlining the ways each channel meets audience segments where they are to create community around key brand pillars.

Deliverables
The campaign playbook served as a resource to clearly define campaign objectives, audience insights, roadmaps and performance metrics, while connecting key stakeholders with audience segments through a string of problem-solution narratives. The campaign playbook ensured alignment between internal stakeholders, agency partners and creative teams while explaining how each group could leverage campaign assets, data and insights to meet the campaign objectives.

People-First Approach, Data-Driven Strategy
Leveraged an original message mapping framework to connect overarching brand positioning, key audience messaging and specific targeted communications with performance data for an accessible, holistic, formulaic approach.

Brand Positioning
Segmented overarching brand goals into three distinct brand pillars, creating a campaign roadmap to support and strengthen each brand pillar.

A Message-Mapping Framework
Created an original message-mapping framework that addressed overarching brand goals, key campaign messages and targeted messages, while identifying where each intersected with brand pillars and key audience segments and GaP insights, creating a holistic and formulaic way to increase the impact of every campaign deliverable.

Content Strategy, Creative Assets and Content Owner Enablement
Outlined a content and channel strategy including a sample editorial calendar for each campaign channel and objective.

Provided client with campaign creative assets and content governance strategy to ensure a flawless execution at each stage of the campaign.

A Unique Performance Metric
Empowered our client build contentment, capability and community within each key audience segment, enabling our client to leverage proprietary performance metrics in a meaningful way through problem-solution narratives.

Audience Research
Conducted extensive audience research, identifying three key audience segments and developing personas and problem-solution narratives for each.

Outcomes
In 2023, 2,359 healthcare leaders joined our client’s organization or attained the campaign credential, representing roughly 26% of the total number of credentials held that year. In 2024, 22.5% of members and fellows held the credential.

Increase in Members and Fellows Holding Credential
A remarkable 22.5% of members and fellows held the credential as of 2024.

An Increase in Total Credentials Held
A total of 2,359 credentials were awarded in 2023, representing roughly 26% of total credentials held.