Marketing Showcase
Marketing is More Than Promotion—It’s the Story You Tell and the Impact You Make.
The power of marketing lies not just in delivering a message but in crafting an experience. From strategic branding to targeted campaigns, effective marketing shapes perceptions, drives engagement, and fosters lasting connections. Whether through visual storytelling, digital engagement, or community initiatives, every touchpoint is an opportunity to inspire and create value.
People don’t buy products; they buy stories, solutions, and experiences.
Connect United:
A Strategic Branding &
Growth Transformation
When I joined Connect United, the organization was in need of strategic cohesion across its four branches: Connect Church, Metrowest Christian Academy, WeeConnect Early Learning Centers, and Connect Caribbean Mission. Each branch operated with its own fragmented branding, lacking a unified vision and internal processes to support sustained growth. My mission was clear: Establish a consistent brand identity, optimize internal workflows, and build a creative team that could execute our evolving vision.
The Challenge
Connect United's challenges were multi-faceted:
Fragmented Branding: Multiple logos and designs with no cohesive brand strategy.
Operational Overload: The creative team was overwhelmed with incoming requests and lacked a streamlined process.
Limited Volunteer Engagement: The volunteer team was sparse, contributing to burnout among full-time staff.
Inconsistent External Communication: Mixed messaging and inconsistent visual identity across marketing channels.
The Approach
Establishing Internal Processes: The Weather Method
One of my initial steps was to develop “The Weather Method,” a proprietary workflow model designed to optimize creative team performance. The method focused on aligning day-to-day tasks with overarching strategic goals, allowing for adaptability and consistent progress.
Implemented Project Management Software: Led the adoption of Asana, creating tailored workflows that improved task management and transparency.
Volunteer Team Expansion: Grew the volunteer team from 4 to over 40 within three months, enabling scalable creative output.
Branding Overhaul & Market Segmentation
With internal operations on track, I turned my focus outward. We established regular meetings with department heads to understand pain points and foster collaboration. From there, we conducted a thorough market analysis:
Developed Target Audience Archetypes: For each branch, including geographic, demographic, psychographic, and behavioral insights.
Established Channel Segmentation: Tailored our messaging for each channel to ensure maximum engagement.
Creative & Marketing Initiatives
Built Four New Websites: Developed and launched websites for each branch, ensuring a cohesive yet distinctive brand presence online.
Refined Social Media Strategy: Implemented a fresh, updated look for content that drove engagement and attendance.
Launched Legacy Outreach Campaign: Successfully generated over $10 million in donations through a strategic multi-channel marketing approach.
Key
Accomplishments
20% Increase in Church Attendance: Strategic social media and event marketing contributed to consistent growth.
Record Engagement for Metrowest Christian Academy: Supported highest registration numbers to date.
Expanded Reach in the Dominican Republic: Scaled the Connect Caribbean Mission from a few hundred to several thousand children served.
Innovative Creative Nights: Instituted monthly volunteer events for skill-building and appreciation, enhancing team morale and productivity.
Conclusion
The transformation at Connect United was nothing short of remarkable. By introducing structure, refining branding, and focusing on community engagement, we built a sustainable model for growth. Today, Connect United is a testament to what strategic marketing, operational excellence, and a unified vision can achieve. I’m proud of the lasting impact we’ve made and excited to bring this level of dedication and innovation to future projects.