Digital Campaigns
Social Media Strategy and Execution ​
Early on in my role with ODOC, I was responsible for creating content, as well as managing the content calendar and scheduling posts for the Division of Financial Institutions' social media presence, which was primarily via the Division's Twitter (X) account, but also the agency's social channels which consisted of Facebook, LinkedIn, Twitter and eventually Instagram. (State agencies are banned from using certain social media platforms, like TikTok.)
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​I developed a strategic approach to content creation, focusing on engaging Twitter posts that raised awareness of financial fraud and literacy while showcasing the Division of Financial Institution’s efforts to protect Ohioans. Balancing multiple responsibilities, I efficiently crafted 2-3 posts weekly, contributing to Commerce’s broader social media presence. I established a social media calendar to highlight financial-focused national days and trending consumer complaints, collaborating with SMEs to refine CTAs and determine the best resources to share. When collaborating with others, I ensured all content was approved and scheduled through HooteSuite and then SproutSocial, maintaining a consistent and impactful online presence.
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Creating and growing and online presence for a state agency isn't an easy task. Since you are not promoting or selling a product/service, engaging the community is a bit tricky, but not impossible. The Ohio Dept. of Commerce believed that creating informative content for consumers was important and also fell under outreach initiatives. I did not use social ads or paid advertising for any posts. During a six month span I was able to obtain 756 Engagements, 190 Reactions, 137 Shares and 17,925 Impressions.​​
Fraud and Identity Theft Report Slides
To complement the fraud and identity theft overview I crafted for National Consumer Protection Week, I designed a series of informative slides for our agency’s social media channels. These slides effectively communicated key messages and engaged our audience with valuable information on protecting against fraud and identity theft.
National Financial Capability Month Campaign
To enhance brand loyalty and raise awareness, I spearheaded a digital collaboration with libraries across the state of Ohio to promote financial literacy for K-12 students through reading. I developed a comprehensive digital toolkit that provided a step-by-step guide for libraries to engage with this initiative, ensuring they have the resources and direction to successfully participate. This toolkit included instructional materials and templates for easy implementation.
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To further elevate the campaign, I designed social media graphics and a dedicated webpage to amplify the effort and create a central hub for all campaign-related content. Additionally, I wrote all content across multiple formats; email, newsletters, and website copy, to ensure consistent messaging and audience engagement. Through these efforts, I aimed to not only educate families on how young readers can learn financial literacy, but also establish long-lasting partnerships with libraries across Ohio, solidifying brand loyalty and fostering a deeper connection with the community.
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Holiday Gift Guide IG reels
The Ohio Dept. of Commerce communications team created an Instagram account in 2023 and relied on the Divisions for content. It is rare that a state agency would have multiple social media accounts and have the capacity to create consistent content in-house, but it was a focused initiative to increase education and outreach to Ohioans.
Strategy: Since I was already highlighting financial focused conversations and gifts for parents/guardians through website content, podcast interviews and media interviews, I thought this was another opportunity to contribute to our mission of furthering financial literacy.
Ideation: This was a great opportunity to jump on a trend that a lot of influencers partake in, which is holiday gift guides. Since we are a state agency, I was limited on the ability to link or promote items, but I was able to provide context to why the gift is a great suggestion and showed visuals to give them an idea of what to look for when purchasing gifts.
Goals: With a new account and a smaller following, we wouldn't see a large number of likes and views, but the goal here was further awareness and to contribute to the IG account's organic growth. I created 3 separate reels with different age ranges and pushed them out in November, during peak holiday shopping.