About Me
I am a creative strategist with over five years experience in non-profit, in-house, and agency environments. I’m a passionate problem-solver and empathetic leader skilled in strategic and critical thinking, with a strong background in graphic design, project management, and strategic communication. I am always excited to find new ways to leverage my experience and creativity to drive successful outcomes across diverse projects and initiatives, furthering the mission of an organization.
social media & digital marketing
organic
purpose
Promote Cenikor’s Prevention program by sharing awareness content to educate youth and their parents on the dangers of substance use and encouraging them to have conversations.
purpose
Introduce a new online pharmacy that delivers locally, highlighting ease of use, community support, convenience, and positive experiences with the company.
purpose
Premiere a new talent booking app and provide them with templates that they can utilize to advertise available artists and connect with potential clients.
display
Impressions | Clicks | CTR |
82,425,771 | 82,425,771 | 0.05% (at benchmark) |
Traffic Junky is a low-cost, high delivering channel that drives a significant portion of Cenikor’s website traffic (11%). The audience targeting is limited, based on the nature of users for this network, but with extremely low CPMs, averaging $0.19, the utilization of this channel presents a cost-effective opportunity to amplify brand visibility and reach a broad audience within budget constraints.
campaign strategy
As a lead strategist, copywriter, and designer, I've managed numerous social media campaigns—both paid and organic—over my career.
This Mental Health initiative, launched in May 2023, holds a special place in my heart, not just for its performance, but for its profound significance. Being the first of its kind within my organization, it gathered leads for the foundation to market a future service aiming to provide care for individuals dealing with co-occurring mental health and substance use disorder.
purpose
The focus of this campaign was to promote awareness and de-stigmatization of anxiety in Texas during Mental Health Awareness Month.
target audience
The targeting utilized was users with the top 30 most stressful jobs and users who are experiencing high-stress life events such as job hunting, attending college and grad school, getting married, getting divorced, and becoming widowed.
outcomes
The campaign ran from May 12 - May 31 and saw strong success, driving over 300 on-facebook leads of users' contact information.
Impressions | Clicks | CTR | Form Fills | Conversion Rate (Conversion rate benchmark: 13%) |
256,075 | 1,977 | 0.77% | 306 | 30% |
writing samples
As a master's-level communicator, I enjoy crafting captivating narratives, engaging content, and persuasive copy that achieves goals.
Cenikor
case study
$350,000 budget
non-profit
www.cenikor.org
overview
Cenikor is a 501(c)(3) non-profit organization that offers an array of rehab programs, for those battling substance abuse. Operating 10+ treatment facilities across Texas and New Mexico, Cenikor offers a wide-range of substance use treatment options, from Detox to Sober Living and Alumni/Recovery Support services.
After 55 years in the industry, Cenikor completed a full rebrand of their website, logo, and color palette in September 2021. This required a fresh take on all of the org's visual collateral, a brand awareness push, and promotion of returning events.
I was brought on as the Marketing Coordinator in October of 2021 and implemented various tactics to rebrand and create new collateral, manage the website, direct development of the annual report, and craft copy for projects ranging from social media posts to CEO messages.
Through strategy, creativity, project management, and process improvement, Cenikor is now able to sustain their brand and reputation for the forseeable future.
obstacles
multiple facilites
Cenikor has over 10 facilities throughout Texas and New Mexico. This required advanced communication strategy with a large internal audience, to ensure that the team understood and implemented the new brand direction.
Low engagement
Due to the new branding and staffing turnover, the social media and email marketing channels had been put to the side. The organization averaged an engagement rate of less than 2% across all platforms, and needed a re-focus on sharing content that connected with their various audiences.
dated branding
Founded in 1967, Cenikor went through it's first visual brand update in 2021.This rebranding only included the logo, brand colors, and internal collateral.This left a large amount of 90s style sales and social collateral to be rethought.
process improvement
With the recent expansion of the company, Cenikor was in need of seamless processes and structure for facility leadership to efficiently request collateral stock, graphic requests, and social media promotions.
approach
R
research
- Compare Cenikor's new branding to market competitors
- Meet with facility leaders to get feedback on process improvement opportunities.
- Audit existing collateral, email, and social media content to establish brand voice and tone.
o
objectives
- Create processes that help remove barriers facilities faced accessing marketing.
- Improve email marketing open rates and retention.
- Increase Facebook and LinkedIN following through improved content strategy.
P
programming
- Implement an online "Marketing Request Form" and dashboard for routine facility requests.
- Re-establish the distribution of internal and external newsletters to engage stakeholders.
- Develop a "library" of proven social media content that connects with clients, referral partners, and employees.
e
evaluation
- Track the number of form requests and communicate with teammates about the usability and convenience.
- Monitor the open and click-rates of email campaigns. Note what content and messaging stakeholders engage with.
- Observe the engagement levels on different types of social media content
results
87%
department approval rating
In a 2023 company-wide satisfaction survey, the Marketing department was given an 87% satisfaction rating.
53%
Increase
in internal email campaign opens
Increase
in external email campaign
opens
48%
6.17 avg
engagement rate
on Facebook
7.28 avg
engagement rate
on linkedin
manager feedback
"The mastery with which Johnella crafts internal and external corporate communications, inspires awe.
She clearly understands the need to speak in a different 'voice', using a different tone to effectively reach the different audiences with whom Cenikor communicates. This skill is rare in today’s world of social media snippets."
- Brian Reeves,
director of marketing (retired)
thank you!
Interested in learning more? Contact me or review my resume to get more details about my marketing experience.
employment opportunites:
freelance inquiries:
jlcreativart@gmail.com