Greatest Marketing Opportunity

Shifting from traditional promotion to audience-first social strategy

Overview

At WNDU, I identified an opportunity to rethink how we promoted content by shifting from traditional daily TV topicals to a more audience-first approach. Instead of promoting scheduled programming, I focused on identifying the story most likely to resonate with audiences and building a social strategy around it.

This approach prioritized content performance over routine promotion, using social platforms and paid media to extend reach and engagement.

Outcome

This strategy improved engagement by focusing on high-performing content rather than fixed promotional schedules. By pairing strong editorial choices with targeted paid support, we were able to amplify reach, drive audience interaction, and create a more efficient and impactful approach to marketing local news content.

My Role

I identified the highest-impact story each day, developed social-first content around it, and supported distribution through targeted paid promotion. I shifted the team’s approach from routine promotion to performance-driven decision-making, aligning content selection with audience behavior and engagement trends.

Why It Matters

This work demonstrates my ability to identify high-performing content, adapt strategy based on audience behavior, and drive measurable engagement through social and paid media. It reflects a shift from traditional promotion to a more modern, data-informed approach to audience growth.