The internet is a wild, weird, and wonderful place to find your people.
I delight in developing social and email content that aligns with brand voice, strategic goals, and targets current audiences while striving to reach new members.
WORK
WORK
As a life-long theatre kid, it was a dream to join Berkeley Rep’s team as their Digital Marketing Manager. Working cross-functionally with marketing, artistic, production, and development departments, as well as Berkeley Rep’s School of Theatre, I produced and managed owned and paid social media content, found innovative ways to highlight earned media in our communications, while simultaneously owning the end-to-end process for sales and newsletter emails.
Berkeley Repertory Theatre
Social Media
As I began contributing to Berkeley Repertory Theatre’s storied narrative, it was my goal to create content that informed, entertained, and inspired our existing followers while enticing new audiences to smash that like/subscribe/follow button. I used a mix of branded content, audience-centered copy, and videos featuring the artists and audiences who bring Berkeley Rep’s productions to life to make it happen.
While managing Berkeley Rep’s social media pages, our team published 1,181 posts which earned an average engagement rate of 5.09%. We also gained 3,998 new followers across platforms over 9 months. Collaborating with Capacity Interactive, our digital marketing consultants, we boosted our top performing content on Facebook, Instagram, and TikTok, which in turn generated 1,458 purchases, $297,714 in ticket revenue, and averaged a 691% ROI. Using my background in video editing for social media, I supervised our team’s Video and Multimedia Content Creator with a strong focus on storytelling and pacing to create 45 social-first videos with compelling narratives which received over 2 million views across platforms.
Email was a vital source of revenue generation for Berkeley Repertory Theatre. Using my strong creative writing and project management skills, I collaborated with the Director of Marketing and Audience Services, Associate Director of Marketing, Creative Director, Audience Development Manager, and Web and Database Specialist to develop and refine copy, create visuals, implement promo codes for flash sales, create segmented email lists and generate anchor links. To keep up with the demands of content creation for both email and social, I often had the two mediums mirror each other, but created a greater sense of urgency via email with sales-driven copy paired with strong calls to action.
Working cross-functionally, I drafted, built, and sent 85 sales and newsletter emails to our audience of 90,000, which generated $257,709 in revenue.
HubSpot
I’ve been a big fan and user of HubSpot’s CRM platform in previous marketing roles, and I became an even bigger fan when I joined the team as a contract Campaign Manager to support the development and placement of daily promotional content for their newsletter, The Hustle, which has over 2 million subscribers. Using my project management and analytical skills, I created monthly content calendars and tasks for each promo in Asana, and collaborated with the sales, co-marketing, design, media, and editorial teams to develop promo-specific copy and visuals to drive HubSpot leads.
I shared campaign analytics with key stakeholders on a regular basis to inform decision making, strategy, and course correct as needed to meet our monthly goals. Over the course of 5 months, I produced and placed 78 email promotions which consistently drove 2,000+ leads per month.
“Sarah was an excellent addition to our team during her tenure! She came on board and very quickly got up to speed. Her position required much cross-collaboration to ensure that stringent editorial deadlines were met and we were always able to count on Sarah to be sure they were! Sarah is a highly organized, team player willing to challenge herself in new positions and environments and learn at a quick pace. Rarely have I worked with someone so reliable.”
Muttville
I began working with Muttville Senior Dog Rescue as a foster while I was getting my digital marketing certificate. During COVID lockdowns, they had to get creative in the ways to place the mutts in forever homes without being able to have in person visitors. I produced adoption videos and took over the production of their weekly News and Newbies series to introduce incoming dogs to their followers and reach new audiences. I paired my strong video editing and storytelling skills with my knowledge of social media trends and SEO to give the mutts the signal boost they needed.
I developed a fast, repeatable formula for storytelling based on the patterns I observed in performance analytics. The 33 videos I produced earned over 164,000 views, 12,500 likes, and 2,400 shares across platforms. The News and Newbies YouTube Shorts series earned 46,635 views, 278 hours watch time, and increased channel subscriptions by 6.83%.
Over time, my responsibilities expanded into working on a special project, a video highlighting Muttville’s foster program, which helped them earn the maximum $10,000 for a foundation grant. Most importantly, over the 5 months I worked with Muttville, my video editing and production skills helped 354 senior dogs get adopted.
“Sarah is a wonderful creator and colleague - diligent, inventive, independent, and great to work with. She took on the often-difficult task of piecing together scarce raw material - snippets of video and photos about Muttville dogs- into cohesive and persuasive mini-campaigns for their adoption. She did a great job! Some of them got thousands more views than these videos normally do, and I credit Sarah for that.”