Comms Strategy
/ Case Study
2024
Illinois Science & Technology Coalition
Rebranding a statewide innovation program’s voice — and turning campaign data into a 137% jump in engagement.
Role
Communications Manager, Strategy & Analytics
Timeline
2023 – Present
Services
Brand voice & messaging · Integrated campaigns · Event marketing · Analytics & reporting
01 — The Challenge
The Coalition runs statewide programs and events, but its messaging wasn’t landing with the right audiences and registration was flat. Leadership needed campaigns that could prove their impact — not just run.
02 — The Approach
Rebranded the program voice and refined messaging to connect with specific target audiences.
Built integrated campaigns across digital and in-person events, timed to real audience behavior.
Translated marketing and event performance into clear, actionable narratives for leadership.
Built systems to make communication more intentional, measurable, and scalable across the org.
When the message finally matched how the audience actually behaved, engagement didn’t just recover — it jumped 137%.
03 — Deliverables
Messaging & voice framework
Integrated campaign playbook
Event landing pages
Email & social sequences
Performance dashboard
04 — Results
137%
increase in registrations
High
sustained attendance
Statewide
program reach
Campaigns aligned to audience insight drove a 137% increase in engagement — and gave leadership a repeatable way to read performance.