Digital Marketing Strategy & Measurement Proposal

Developed a comprehensive digital marketing strategy proposal for one of the region's legacy music retailers. The company had no meaningful performance tracking, no KPIs beyond basic Constant Contact metrics, and no structured approach to digital engagement. I built the case for changing that.

Marketing Audit & Gap Analysis Assessed Brook Mays' existing marketing infrastructure and identified critical gaps: no performance measurement framework, no social media strategy, no paid advertising, and heavy reliance on a single email platform with no optimization. The diagnosis was clear: they were broadcasting, not marketing.

Brook Mays had decades of brand equity but was running marketing like it was still 2008. No social presence with strategy behind it, no ad spend, no way to measure ROI on anything. The proposal wasn't about adding channels for the sake of it. It was about building a system where every dollar and every post could be traced back to a business outcome.

I approached it the way I approach any communications challenge: start with what's broken, build the framework, then make the recommendation impossible to ignore.

Multi-Channel Strategy Development Designed an integrated digital marketing strategy spanning Instagram, Facebook, email campaigns, and paid advertisements. Each channel had a defined role: Instagram for brand storytelling and community building, Facebook for audience engagement and event promotion, email for nurture sequences and direct conversion, and paid ads for targeted reach beyond their existing audience.

KPI Framework & Measurement Plan Built a performance measurement framework from scratch. The proposal introduced trackable KPIs across every channel so the team could actually see what was working, what wasn't, and where to allocate budget. Moving from "we send emails" to "we know what drives revenue" was the core shift.

This project demonstrates how I think about marketing strategy from the ground up. Not just "what should we post" but "what are we trying to achieve, how do we measure it, and what's the most efficient path to get there." Even when a proposal doesn't move forward, the strategic thinking and presentation quality speak for themselves.

Instagram brand storytelling and community engagement strategy

Facebook audience development and event promotion framework

Email campaign optimization beyond basic Constant Contact blasts

Paid advertising strategy for targeted audience acquisition

Full KPI framework replacing zero-measurement status quo

Implementation roadmap with channel-specific milestones