← All work
30-day goals: a week-1 baseline, then targets by week 4 
The teach, prove, connect split 
Part of the 12 video formats, each with a sample
The strategy in three moves 
Four specialist clusters, each with a credential check 
Real creators already open to brand deals 
How partnerships are built 
The bottom line of the deck 
The persona the plan was built around 
The key takeaway from the competitor teardown (competitor name blurred) 
Video themes with sample ideas 
Takeaways from the competitor analysis (competitor names blurred) 
Week 1: three channels, each post with its own tone 
The daily engagement routine 
The messaging framework and creator criteria 
One of the six outreach templates, written in his voice 
The outreach tracker from week one (creator names and emails blurred) 
Tracking setup and next steps
Client work
Strategies I've written for other brands
Most of my strategy work sits inside the case studies on this site, next to the results. These five are different: the plan was the job. Each client hired me to think through a problem and hand over a strategy their team could run.
Clients5, in 5 industries
My roleStrategist
Time2025 to 2026
- Content strategy
- Creator programs
- Community
- Calendars and KPIs
How to read these. Each file follows how I think: the brief, what I noticed, the calls I made and why, how it would run, and what I recommended. Screenshots come from the documents I handed over.
File 01 · Content and community strategy
A managed IT firm in Kansas City
Content strategy to book IT assessments
- When
- Aug 2025
- Platforms
- LinkedIn, Facebook, Instagram, X/Twitter
- Delivered
- The strategy, as a written plan
The brief
Their Facebook ran on autopilot. They wanted social to bring in booked IT assessments from businesses within 50 miles.
What I noticed
Before writing a single post
The buyer is not an IT personOwners, office managers and the staffer who became "IT by default". They want fewer outages and plain English.
Proof beats promisesThey value reliability over buzzwords and respond to proof more than claims.
Each platform has a different jobLinkedIn for business, Facebook for local credibility, Instagram for culture, X/Twitter for quick alerts.
Facebook ran on automationThe page kept posting, but nothing on it was human or local.
The insight the plan stands onBe the helpful name local businesses recognize when something breaks, so booking an assessment feels safe. Every post had to teach, prove or start a conversation.
The calls I made
Each decision, and the reason for it
Keep the automated Facebook feed and add human, local posts on top.
The automation already kept the page active. What it lacked was a local, human voice.
Give each platform one job: LinkedIn for leads, Facebook for local proof, Instagram for visual proof, X/Twitter for security alerts.
The audience already uses each one for a different reason.
Split every week three ways: teach, prove, connect.
Every seven days people see something useful, something reassuring and something that invites a reply.
One call to action everywhere: book a no-obligation assessment.
One action is easy to say, easy to track and easy to say yes to.
Plan video for a team that may not want to be on camera: hands-only demos and screen recordings as a fallback.
A plan only works if the team can actually make it every week.
How it would run
4-5LinkedIn posts a week
3-4human Facebook posts a week
4-6booked assessments targeted by week 4
1 dayreply time on every comment and DM
What I recommended
- Set a baseline in week 1 before chasing targets.
- Never show client names, emails or dashboards in videos. Blur screens and use dummy data.
- Hold the competitor audit and community map until kickoff, so they are built on their real competitors and groups.
Ideas from the plan
Budget vs Breach
Ransomware math: $480 for MFA vs $18k in downtime
Two-Path Demo
Password reset storm: 27 minutes DIY vs 6 with the help desk
Satisfying Fix
Network cable chaos to color-coded calm in 30 seconds
Vendor Decoder
What '24/7 monitoring' actually means, and what it doesn't
Inbox Autopsy
3 red flags in this invoice email your team will miss
First Week With Us
Day 1 to 5: what happens after you book the assessment
From the document
File 01 of 05
File 02 · Medical creator strategy
A medical compression brand
30-day TikTok creator launch
- When
- Jun 2026
- Platforms
- TikTok, Instagram, Facebook
- Delivered
- The strategy, as a written plan
The brief
Find credible clinical voices for clinical-grade compression wear and launch on TikTok, with TikTok Shop built in.
What I noticed
Before writing a single post
The market talks to the wrong patientMost compression marketing assumes older varicose-vein patients.
The real communities are elsewhereLipedema, lymphedema, POTS and EDS patients trade recommendations in Facebook groups and on TikTok.
Trust comes from credentialsIn medical niches, a therapist with a CLT means more than a big follower count.
The pool is smallFew creators fit, so drop-off has to be replaced every week.
The insight the plan stands onThe real opening is lipedema and EDS/POTS, reached through people with clinical credentials.
The calls I made
Each decision, and the reason for it
Group creators into 4 clusters, each with a credential to verify before outreach.
Medical claims need voices that can stand behind them.
Start with lymphedema therapists and patient advocates.
Compression is their daily practice, so a code reads as a clinical recommendation, not an ad.
Offer by creator type. Physicians get product for an honest review, not affiliate deals.
Their value to the brand is credibility, not sales volume.
Build partnerships in order: gift, affiliate, paid, then ambassador. No upfront payments in month 1.
Pay only after the data shows who converts.
Set conservative targets.
With a small pool, hitting real numbers matters more than big projections.
How it would run
30-35creators vetted
20-25creators contacted
3-5gifting agreements by day 30
3tracking layers: Shop, codes, UTMs
The offer, by tier
| Tier | Offer | When it applies |
|---|---|---|
| Low | Gifting only: free product for an honest review | Default for month 1. Most patient advocates and many therapists accept it. |
| Medium | Gifting plus 15-20% TikTok Shop commission | Creators who want ongoing upside. The backbone of the program. |
| High | Gifting plus 20-25% commission plus a flat fee | Proven converters only, with client sign-off. |
$25-500per post, nano creators (1K-10K). Many accept product alone.
$500-5,000per post, micro creators (10K-100K)
10-25%lower on TikTok than Instagram at these tiers
8-12%engagement for small creators, vs 1-2% for mega accounts
What I recommended
- Set the budget and offer tiers before research starts. The offer decides who takes the call.
- Keep claims to what compression is documented to do. No cure claims.
- Judge sales at 60 to 90 days, once content has had time to compound.
Ideas from the plan
Clinician demo
Donning demos, swelling management and how to pick a garment
Honest review
A gifted TikTok review with clear disclosure, tagged in TikTok Shop
Recovery guidance
Procedure education and recovery tips from a vein-clinic voice
From the document
File 02 of 05
File 03 · Pre-launch social strategy
A UK job platform for students
Pre-launch plan and waitlist push
- When
- Dec 2025
- Platforms
- LinkedIn, Instagram, TikTok
- Delivered
- The strategy, as a written plan
The brief
A new job platform for finance and tech students, starting from zero, needed trust, a community and waitlist sign-ups before launch.
What I noticed
Before writing a single post
Josh, 21, studies computer scienceHe finds roles late because companies hire on rolling timelines.
He uses LinkedIn to research, not to socialiseHe saves checklists and breakdowns he can use right away.
He shares in privateUseful posts go to course mates in DMs more than in public comments.
The best-known rival leans on memesGood reach, but the guidance stays surface-level and LinkedIn gets 2 to 3 posts a month.
The insight the plan stands onThe gap was depth. Be the credible, sector-specific voice the meme accounts are not.
The calls I made
Each decision, and the reason for it
Go deeper, not funnier: role breakdowns, hiring steps and myth-busting for finance and tech.
That is the gap the competition leaves open.
Open with the pain students feel most: finding roles too late.
A launch post should name the problem in one glance.
1 TikTok a week, 3 designed posts and 1 reel on LinkedIn and Instagram.
Video grows with the team's capacity to film, not before.
Build the week around the in-house designer: calendar, design, review, schedule, track.
The plan has to fit how the team already works.
Spend 1 to 2 hours a week in student conversations about assessment centres and grad schemes.
A brand with no audience has to go where the audience already is.
How it would run
9posts planned for week 1
6step designer workflow
Weeklysnapshot in Slack
Monthlyperformance report
What I recommended
- One link hub across every profile, with pinned guides and CV tips.
- Write every post with a reason it should work, so the team learns what to repeat.
- Review reach, saves, watch time and link clicks every week, and let them shape the next calendar.
Ideas from the plan
Hook
The line you should remove from your CV today
Myth
Applying late is fine. The truth: most roles use rolling deadlines.
Video
Do you need a perfect GPA? Here's the truth.
From the document
File 03 of 05
File 04 · Content and community strategy
A SaaS for auto recyclers
Beta community plan before launch
- When
- Jul 2025
- Platforms
- Facebook, LinkedIn, private group
- Delivered
- The strategy, as a written plan
The brief
An all-in-one tool for auto recyclers and salvage yards, in closed beta, needed trust and early adoption before public launch.
What I noticed
Before writing a single post
Carlos the Yard Boss, 38He runs orders from his own phone and juggles 5+ disconnected tools.
Peers beat adsRecyclers trust word of mouth and ask each other for advice on Facebook.
Tech-cautious, not tech-averseHe wants tools that just work, and to have a say in how they are built.
Facebook was emptyThe biggest competitor posted 8 times on Facebook all year.
The insight the plan stands onFacebook was open ground, and beta users wanted ownership. So the community became the marketing.
The calls I made
Each decision, and the reason for it
Lead on Facebook, with LinkedIn for credibility.
That is where recyclers already talk shop, and where the competitor is absent.
Turn beta users into a Founders Circle: a badge, early access and votes on features.
People who feel heard become the ones who recommend you.
Show workflows, not features: a return label in 3 clicks, inbox and payment on one screen.
A cautious buyer needs to see it is simple.
Make giving back a pillar, with users voting on trade school, safety and cleanup projects.
It ties the brand to the community it serves.
Treat every group post like a support ticket.
Fast replies are what make a beta group feel worth joining.
How it would run
5-6posts a week in the group
3-4Facebook posts a week
24 hrsmax reply time
3user insights a month for the product team
What I recommended
- Run small founder sessions on one problem at a time, like cutting chargebacks.
- Spotlight early users in videos, not only in quotes.
- Report weekly with a simple green, yellow or red read on group sentiment.
Ideas from the plan
Myth buster
Myth: you need 4 tools to do this. Truth: one screen can manage it all.
Poll
What's the most frustrating part of handling returns?
Soft prompt
What's one small workflow win you've had lately? Doesn't have to be ours.
From the document
File 04 of 05
File 05 · Creator partnership strategy
A breathwork author and teacher
Creator partnership program
- When
- Aug to Sep 2025
- Platforms
- Instagram, TikTok, YouTube Shorts, podcasts
- Delivered
- The strategy, as a written plan
The brief
Grow sales of a free book offer, a membership and breathwork courses through long-term creator partnerships.
What I noticed
Before writing a single post
A warm network already existedHe had been a guest on 170+ podcasts.
One audience, three mindsetsAthletes, wellness creators and spiritual guides each care about different things.
Wellness creators prefer a personal approachA message from the author lands better than a brand pitch.
Small creators fit bestValues and story matter more here than reach.
The insight the plan stands onStart with people who already know him, then speak to each niche in its own language.
The calls I made
Each decision, and the reason for it
Reach out to past podcast hosts first.
They already know him, so the first yes comes faster.
One message per niche: athletes hear performance and breath, wellness hears stillness and strength, spiritual hears energy and purpose.
The same book means something different to each group.
Lead with value: a free book, a 20-40% affiliate share and creative freedom.
Creators say yes to what respects their voice.
Use email for formal invites and DMs from his own account for wellness and spiritual creators.
It builds trust and lifts reply rates with people who prefer direct contact.
Micro and mid-tier creators with at least 1.5% engagement.
Fit and engagement matter more than follower count.
How it would run
25creators sourced a week
5niches mapped
6outreach templates
4tracker stages to a signed partner
What I recommended
- Offer bundles by audience, like a Peak Performance Pack for athletes and an Energy Reset Series for busy founders.
- Give long-term partners access to premium courses.
- Track every link and code from day one, so the next round of offers follows the data.
Ideas from the plan
Subject line
Let's co-create something powerful
Athlete angle
Mind-body training with the author's new book
Performance Pack
The book, the membership and a personal affiliate code
From the document
File 05 of 05
