PORTFOLIO
Bringing Data-Based Analysis and Creativity Together for Strategic Marketing Solutions
Each of the examples below highlights a case in which Moira’s expertise in data and analytics came together with her passion for the creative to understand the whole picture and determine the best possible strategic marketing approach
+35%
Engagement Rate on LinkedIn Showcase from 5.5% to 7.5%
GBTA Convention 2023 | Dallas
June 2023 - August 2023
The Scenario
After two years with the organization, Moira was promoted to the social media lead role at the Global Business Travel Association (GBTA) in June of 2023. The first 70 days in this role were focused on their largest annual event, GBTA Convention. Up to this point, there hadn’t been a modern social media role in the company. So when taking on the social lead role, there wasn’t a strategy to jump in with or work from, Moira led on the fly.
The Analytical Approach
There wasn’t a lot of data available nor were metrics specifically tracked up to this point, so much of the strategy and plan of approach was based on current performance against average benchmarks for the company. Moira reviewed content from the last six months to determine what was the most and least successful and doubled down on external platform research from Sprout Social and Hootsuite to focus the attention on the average top-performing and converting content.
The Creative Approach
For a fast turnaround approach, Moira leaned into the conference and GBTA’s branding, leveraging the brand’s core values of Community, Learning, and Advocacy. All social content focused on highlighting the value of the event based on those elements. By partnering with the Conference’s marketing manager, Moira was able to restructure the graphics created for email communications and reshape the layout into a more social-friendly graphic.
Results of the Approach
See stats to the right
Moira also took a radical leap in the on-site social, taking on scripted live-streamed social content for the first time in GBTA social. On Day One of Convention, we debuted Coffee with Kevin, a short stream featuring CMO Kevin Fliess. Each outlined the day with major highlights. Going into 2024, the show will be longer, more scripted, and feature other GBTA staff members, in a Good Morning America-style show for Convention attendees.
+1,745%
LinkedIn Post
Link Clicks
+1,550%
LinkedIn Post
Engagements
+36%
Facebook Followers
From 2,707 To 3,691
Family Promise
October 2019 - January 2021
The Scenario
Moira worked with Family Promise of the Jersey Shore (then Southern Ocean County) for nearly two years as their first dedicated marketer. She provided strategy, copywriting, and content creation for social media, email, and web design. Family Promise witnessed major growth online by providing a unified marketing strategy and expertise-driven.
The Analytical Approach:
The primary goal of FPJC’s marketing strategy was to begin regular communications with community stakeholders, donors, and volunteers, and establish the organization as a leader in the local non-profit space. Before joining the organization, there was a lack of awareness and understanding of the organization’s mission in the community, as well as brand confusion with other similarly named groups.
The Creative Approach:
The creative approach was shaped in part by the national branding established for affiliates. The core social pillars were focused on highlighting the organization's programs and success stories. This included education, news, and current events, especially during the COVID-19 pandemic.
Results of the Approach
+7%
increase in Instagram Engagement Rate
x15
Increase in Facebook Post Engagements
42%
Average Email Open Rate
+28%
Growth in Email Subscribers
Surf City Hotel
May 2019 - January 2020
The Scenario
Moira worked with the Surf City Hotel in the capacity of Social Media Director. In this role, she lead social strategy and content creation. She was tasked with bringing together the Bistro, Hotel, and Liquor Store elements into one consistent, quality feed.
The Analytical Approach
The data-based approach came from reviewing past social performance and engagement trends. There were no larger marketing goals provided, just the wider business goals to continue to reach their existing audience and bring customers, new and old, in to visit.
The Creative Approach:
When it came to the creative approach, the key focus was bringing people in the doors. The largest focus came on the Bistro and Beach Club elements. Each post was focused on the experience of the Surf City Hotel. Highlighting menu items, drink specials, musicians, and more.
Results of the Approach
Over the course of a little over a year working with the Surf City Hotel, based on Moira’s strategy, the hotel experienced a 63% increase in total followers on social
+89%
Instagram Engagement From 5.48% to 10.36%
+246%
Instagram Followers
From 395 To 1,365
+36%
Facebook Followers
From 2,707 To 3,691