Content Production Specialist
Tell Your Story Inc.

As a content producer and social media specialist for Tell Your Story, a brand communications and marketing agency, I produced creative content to promote USG’s partnership with Team USA and their first-ever marketing slogan, "It’s your world. Build it."

 

Social media content

After taking a hit in the 2008 recession and housing crisis, USG was hungry to reinvent itself and create a new brand identity. To do this, they entered a four-year sponsorship of Team USA to promote their new slogan, “It’s your world. Build It.” They wanted customers and employees to know that USG had not only endured the recession but was poised to emerge stronger and energized. My job was to spread this message using social media and public relations.

I created content, managed more than 30 USG social channels, facilitated social media contests and promotions, and ran training for employee ambassadors and Team USA-sponsored athletes.

The results:

  • Our social media activities led to a 742% increase in audience size. We grew the number of channel followers from 4,000 in April 2012 to more than 31,000 by the end of 2014.

  • Social media engagements (likes, comments, and shares) increased by more than 300%, and social referral traffic to the website jumped 175%.

  • During the week of the brand re-launch and U.S. Olympic partnership announcement, the #USGBuildIt hashtag received 950+ mentions from sponsored athletes, employee ambassadors, industry media, customers, and other influencers.

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Media relations

I helped write a series of product press releases and successfully pitched them to various trade media outlets. As a result, USG secured 350+ favorable articles and segments, garnering 59 million impressions and $1.6 Million in advertising equivalency, effectively increasing brand awareness and reach.