PREVIOUS WORK

(all content ideation, copy, design, and execution done by me unless otherwise noted)

Christmas Lights at North Point Ads

The Goal: Grow awareness of North Point Community Church from people in the Alpharetta area through a Christmas tree on the church property through only Facebook ads and a few newspaper print ads.

The Strategy: Through Facebook ads, my role was to target only non-attendees who live in an 8 mile radius around North Point Community Church and invite them to drive by.
The Results: 2,700+ cars came to watch the tree. There were 15,986 link clicks on the ad with a 3.15% click-through-rate.
Key Takeaways:
- This was the second of two campaigns testing a video instead of a graphic with this audience. Both campaigns had significantly higher results that previous campaigns using a graphic. Moving forward, we learned to keep using videos for this audience when it fits.
- Our two Christmas campaigns were the most successful campaigns we have run with this specific audience. We learned that if we want to keep building awareness in years to come, we should keep inviting the community in for Christmas events.

*video created by RVRB

The Goal: As COVID began to shut the world down, create valuable content to encourage followers and non-followers in new ways.

The Strategy: Create relevant content to current events of the day that would likely be shared or saved to boost engagement and grow awareness of North Point Community Church.
The Results: Across all pieces from this campaign (6), there were 1,844 shares, 722 saves, and 53 direct follows on Instagram and 718 shares on Facebook.
Key Takeaways:
- Saying exactly what we wanted the user to do (“share” or “save”) resulted in significantly higher shares or saves verses the posts that did not include the directive.
- This was one of the first times we tested felt-need content relevant to current events. It was clear that most of our followers appreciated it from direct messages and comments.
- This was a test to see how our audience would respond to a Spotify playlist. From posting about the playlist from a story and grid post, we gained 470 followers on Spotify. So, we learned that our audience likes Spotify playlists from us.
- Our “thank you” post was one of the lowest performing. The colors in this graphic made it hard to read and was not eye-catching. We learned that our audience doesn’t like to work to read graphics.

The Goal: Build awareness of North Point Community Church with young adults.

The Strategy: Test different types of TikTok videos to find our niche and watch how our audience interacted.
The Results: Video views ranging from 63K to 350 and 1,600 new followers.
Key Takeaways:
- Short clips from Sunday’s message performed the best on average. If we wanted to pursue TikTok after this test, this should be our niche area.
- Worship videos have the potential to do really well. Unfortunately, this was an incomplete test due to shutting down from the pandemic.
- Behind-the-scenes videos of staff and attendees doing challenges or trends were the least effective.
- The more frequently we posted, the more momentum we seemed to get.

*first video created by NPM

The Goal: As Sunday message views began to go down during the pandemic, we needed to find a way to keep our current social media followers engaged even if they didn’t watch the message.

The Strategy: Create message “notes” that would be helpful to our followers regardless if they watched the message.
The Results: 409 saves across these four posts on Instagram.
Key Takeaways:
- These carousel posts received higher saves and shares (on average) than pulling a quote from the message thus helping us reach more people. Going forward, we learned to keep making “notes” to help followers stay partially engaged.

*designed by a contractor