After leading the charge on Luckie's early social media efforts for clients such as Little Debbie, Asheville Tourism and McAlister's Deli, I saw the potential for the agency to offer a service that went far beyond Facebook and Twitter. The result was the creation of the Digital Content department, overseeing the content strategy and development for a wide array of client sites, social media channels, mobile apps, integrated promotions and public relations campaigns.
Our stellar team of content strategists, planners, coordinators, writers and community managers grew quickly, becoming a central component of almost every digital project based out of the agency's headquarters.
• Little Debbie: Generated 1.7 million Facebook fans, 64,000 Twitter followers, along with early growth in Instagram, Vine and Pinterest. Named in 2013 one of the "Top 20 Food Brands in Social Media."
• Captain D's: Helped the 600-location restaurant chain announce its new head chef and improved menu with an exclusive YouTube video series and Facebook promotion, growing the fan base by 77% (53,000 new fans).
• Alabama Tourism: Led content strategy for a dramatic, industry-leading overhaul of Alabama.travel, along with the state's award-winning "Year of Alabama Food" campaign and Alabama Civil Rights Trail smartphone app.
• Bayer Advanced: Personally wrote the national home and garden brand's "Social Media Policies and Procedures," coordinated its launch into social media and generated 72,000 Facebook fans.
• Regions Bank: Strategized and developed dozens of informative articles, case studies and interactive tools for one of the nation's top financial institutions.
• McAlister's Deli: Increased the 300-location restaurant chain's Facebook audience by 200% (68,000 new fans) with one six-week promotion.
• Asheville (N.C.) Tourism: Oversaw the CVB's first-ever viral campaign, The Five Day Weekend, and created the city's popular Foodtopian Society local-food campaign.