FEATURED CASE STUDY
A Strategic Approach.
Thoughtfully Executed.
A strategic approach to building cultural relevance, driving engagement and delivering results. My proven process ensures every decision is intentional and every action is aligned with the brand's goals.
Industry
Sports
Brand
Detroit Pistons
Team
5 people
Scope
Playbook development, process implementation and content restructure
Focus
Performance, storytelling and fan engagement
Duration
36 months -
strategy refresh every twelve months
01. The Challenge
The Pistons' social channels lacked a unified strategy, brand voice, and operating model, resulting in inconsistent content, fragmented execution, and missed opportunities to engage fans and drive growth.
02. The Strategy
Developed a comprehensive social strategy that repositioned the Pistons' digital presence around a clear brand identity, platform-specific content strategy, and operating model rooted in Detroit's culture and the franchise's legacy.
03. The Execution
Redesigned the social operating model by defining clear ownership, optimizing workflows, and implementing scalable governance to improve organizational alignment, execution, and content consistency.
The Social Playbook
Built for Impact.
A custom playbook designed to guide content, maintain consistency, and provide structure.
“Use this space to share reviews from customers about the products or services offered.”
Community Persona Development
This framework converts audience insights into a strategic persona that aligns content, creative, and community engagement around a shared understanding of the target audience.
Audience Intelligence & Cultural Segmentation
This audience intelligence framework moves beyond demographics to identify the behaviors, motivations, and cultural drivers that shape engagement, brand affinity, and consumer decision-making.
Social Brand Purpose & Strategic Positioning
Social should function as a strategic business asset, not simply a publishing channel. This framework establishes a clear mission that guides content strategy, partnerships, community engagement, and brand storytelling.
Brand Persona Development
A strong brand is defined by more than its visual identity. This framework establishes the personality and behavioral principles that create a consistent presence across content, community engagement, partnerships, and audience interactions.
Voice & Tone Architecture
A strong social presence is built on a distinctive brand voice. This framework defines the brand's personality, tone, and communication principles to ensure consistent, authentic, and recognizable interactions across every touchpoint.
Content Filters & Creative Principles
Creative excellence requires a clear decision-making framework. This approach establishes the principles that guide content creation, ensuring consistency, authenticity, and cultural relevance across every format.
Content Standards & Creative Direction
A strong visual identity requires clear creative standards. This framework establishes the principles that guide content production, prioritizing authenticity, human connection, and storytelling over polished perfection.
Platform Strategy Framework
This framework creates a disciplined approach to platform strategy by defining the purpose, audience, and success metrics for each channel, ensuring resources are invested where they deliver the greatest impact.
Content Ecosystem & Distribution Model
This framework provides a strategic blueprint for content planning by connecting audience insights with business objectives and platform strategy, ensuring every content investment supports measurable outcomes.
Social Risk & Reputation Management Framework
This framework establishes a governance model for social risk management, providing clear protocols for evaluating conversations, assessing risk, and guiding consistent, timely responses.
The Results
" The #1 team for social media growth across the entire NBA." - Zoomph (2024-25)
+187%
increase in impressions
+127%
increase in engagements
+197%
increase in video views
+69%
increase in post cadence
+25%
increase in audience
