Multi-Platform Content Strategy Framework

Development of a comprehensive content strategy framework spanning multiple platforms and media types. Building on earlier innovations in real-time content creation, this project evolved our social media strategy to encompass coordinated hashtag campaigns and pioneering video content approaches.

Strategy Innovation Earned Media
Content Strategy Multi-Platform Media Relations Analytics Campaign Development Distribution Systems

Innovation Timeline

Hashtag Campaign Innovation: #AskSeaWorld (2015)

Pioneered a landmark example of strategic hashtag response and real-time content creation that demonstrated the power of coordinated social media activism:

SeaWorlds #AskSeaWorld Twitter Campaign Backfire Massively Magazine Press Coverage Clipping

Refinery 29 Coverage of PETA Campaign that made "SeaWorlds #AskSeaWorld Twitter Campaign Backfire Massively, with image of a Orca biting the glass and text "if you were in a bathtub for 30 years you'd be a little psychotic too" that I created.

PETA Pokes Fun at Ongoing SeaWorld PR Campaign Press Coverage Headline Clipping

AgencySpy headline clipping about campaign effectiveness, "PETA Pokes Fun at Ongoing SeaWorld PR Campaign"

Video Content Innovation: Britches Animal Testing Story (2016)

Led the evolution into video content strategy, achieving industry recognition and record-breaking engagement rates:

PR News posts the emotional rescue investigation press clipping

PR News posts the emotional rescue investigation video of Britches the tortured baby primate video that I produced.

PR New Pro Comparison of Engagement Rates press clipping

PR New Pro Comparison of Engagement Rates, has all the metrics included in a longer article with photo of my mentor.

Britches before rescue

The Britches story powerfully demonstrated the impact of video content in driving engagement.

Britches after rescue

The Britches story powerfully demonstrated the impact of video content in driving engagement.

Campaign Results & Recognition

4.5M
Consumer Actions
15%
YOY Engagement Increase
61%
Video Engagement Rate

This strategic evolution marked a fundamental shift from reactive social media to sophisticated, coordinated campaigns. By pioneering video content adoption before widespread platform support and developing emotion-driven frameworks, we established new industry benchmarks for campaign coordination.

Our multi-channel distribution approach and focus on replicable frameworks not only led the nonprofit sector in Facebook engagement metrics but created lasting impact on social media strategy.