Crafting impactful consumer and recruitment marketing strategies on local and national scales.
Professional Highlights
ENCOMPASS HEALTH
Encompass Health, one of the largest providers of post-acute healthcare services in the United States, improved recruitment cost efficiency by adopting omni-channel strategies across its network of over 160 inpatient facilities nationwide and in Puerto Rico.
Through extensive projects centered on enhancing the employer value proposition (EVP) and optimizing the Careers site, the company implemented a highly targeted approach to candidate recruitment.
Impact of Work: By strategically leveraging Programmatic media alongside mid-funnel SEM and upper-funnel social media, Encompass Health has established a cornerstone for driving consistent growth through high application volumes. This approach has delivered significant cost efficiencies, reducing cost-per-acquisition (CPA) by 52% or more year-over-year in hard-to-fill, highly skilled roles, while achieving over 100,000 applications within a quarter for the first time.
Additionally, new hospital openings have seen a remarkable improvement in staffing levels, reaching near-full capacity (90%) on their first day of operation—a substantial increase from approximately 65% in previous years.
KPIs: Application Volume, $CPA
Ref: https://careers.encompasshealth.com/
COMMUNITY HEALTH SYSTEM
Community Medical Centers, a non-profit healthcare network based in Fresno, California, has achieved year-over-year (YoY) growth in applicant numbers by streamlining its formal application process and making targeted out-of-market investments to support large-scale relocation hires. By implementing a comprehensive omnichannel strategy and delivering highly tailored content across platforms like Meta, YouTube, and LinkedIn, the organization has successfully attracted interest in specialized roles, driving higher engagement and application rates.
Impact of Work: The strategic integration of virtual and in-person hiring events, supported by highly targeted digital campaign promotions, has successfully engaged local candidates.
Complementing these efforts, layered paid media and content-rich organic tactics ensure a consistent pipeline of qualified candidates, effectively supporting the company's dynamic recruitment goals and driving a 49% increase in application volume year-over-year between Q1 and Q2 2024.
KPIs: Application Volume, $CPA, Hires Per Month (By Segment)
Ref: https://jobs.communitymedical.org/
MERITUM ENERGY
Meritum Energy, a leading name in the propane and natural gas liquids industry, has achieved substantial growth by strategically revamping its paid media initiatives across its decentralized, multi-brand portfolio. This expansion was further bolstered by the revitalization of over eight consumer websites, enhancing accessibility and driving increased engagement among local consumers.
Targeted paid advertising campaigns played a pivotal role in generating inbound sales leads for specific product lines, fueling new customer acquisition. These efforts were complemented by segmented email marketing and consumer outreach campaigns, which enhanced customer engagement, boosted local reputation, and improved retention rates.
Impact of Work: Leveraging third-party platforms for streamlined reputation management initiatives significantly enhanced the company's reputation, generating over 4,000 reviews in 2022—a remarkable 1,500% increase in feedback compared to the previous year.
KPIs: Leads, $CPClick, $CPConversion
Ref: https://www.meritumenergy.com/
LG JORDAN OIL CO.
LG Jordan, a century-old heating services provider serving over 5,000 residential and commercial customers across seven counties, capitalized on rapid residential expansion in the Durham, NC area by overhauling their branding and digital presence.
The launch of a modern, user-friendly website significantly boosted their organic SEO, increasing keyword rankings by over 430% within the first six months. The redesigned site provided a comprehensive range of information, including updated product and service offerings, promotions, financing options, and helpful resources.
This enhancement improved the visibility of these key areas in local search results and provided valuable exposure to support the company’s expanding product offerings.
Impact of Work: Highly targeted Google SEM campaigns were implemented, cost-effectively driving new business leads across LG Jordan's product lines to their sales team. These efforts resulted in over $84,000 in new business opportunities in Q3 2022, more than tripling their campaign ROI.
KPIs: Leads, $CPClick, $CPConversion, Social Media Engagement
Ref: https://www.lgjordanoil.com/
POORE’S PROPANE AND OIL
Poore's Propane and Oil, a premier provider of propane, heating oil delivery, and HVAC services across Delaware, Maryland, and Eastern Pennsylvania, achieved rapid market expansion over the past five years through a multifaceted strategic initiative leveraging diverse media channels.
The launch of a new website served as a cornerstone for attracting and converting organic traffic. Coupled with a robust investment in SEM and display advertising, the company has significantly boosted visibility and scaled inbound lead generation. Additionally, a highly segmented email marketing strategy has driven record-breaking upsell opportunities and enrollment in service plans, further solidifying its market presence.
Impact of Work: Through strategic marketing and outreach initiatives, Poore's Propane and Oil achieved over 21% year-over-year growth in new business leads in 2022, reinforcing its position as a regional market leader and driving sustained business expansion.
KPIs: Leads, $CPClick, $CPConversion
Ref: https://www.poorespropane.com/
BENEVIS
Benevis, an industry leader in providing both clinical and non-clinical support services to dental practices across 13 states and the District of Columbia, manages 1.2 million patient visits annually.
To meet their decentralized hiring needs, Benevis launched highly targeted programmatic campaigns aimed at boosting inbound application volume. These campaigns employed tailored bidding models that supported local and statewide marketplaces, aligning with supply, market demand, and price points.
In addition, Benevis implemented brand awareness campaigns on platforms like Meta and LinkedIn, while refining their Google campaign parameters to improve cost efficiencies and drive deeper down-funnel engagement.
Impact of Work: In Q4 2024, Benevis achieved a remarkable quarter-over-quarter improvement in Quality Applicant volume, increasing it by over 110%, while simultaneously reducing their cost per hire by nearly 20% within the same timeframe with an enhanced programmatic campaign framework.
KPIs: Hires Per Month (By Segment), Qualified Applicants, $CPA
Ref: https://careers.benevis.com/careers-home
D.R. HORTON HOMES
DR Horton, the largest homebuilder by volume in the United States, successfully generated consistent new sales opportunities for multiple communities in Northern Virginia through a strategic blend of print and digital advertising, alongside several on-site grand opening events that required promotional advertising and day-of coordination.
Beyond traditional homebuilder ads focused on pricing, DR Horton adopted a contemporary advertising approach across their regional portfolio, drawing inspiration from movie advertisements to create unique appeal and stand out in a competitive marketplace.
Impact of Work: The "Half-Off" movie poster-inspired content and marketing strategy successfully captured the attention of potential buyers across multiple channels, including print, mailers, email, and radio. This campaign garnered local acclaim, winning the 2014 GALA Awards for Best Direct Mail Campaign and Best Radio Advertisement.
KPIs: Leads, Website Traffic Volume
Ref: https://www.drhorton.com/
VAN METRE HOMES
Van Metre Homes, a leading real estate developer and builder in the Washington DC metro area, achieved significant success in driving new home sales through a comprehensive marketing strategy. They utilized both print and digital platforms, with a particular focus on the broad reach of local publications like the Washington Post.
In addition, Van Metre Homes capitalized on traditional media, including billboards, signage, and collateral, to promote new community openings and enhance brand awareness on a regional scale.
Impact of Work: The contemporary rebranding of Van Metre Homes' consumer website prioritized user experience, featuring an intuitive and visually appealing interface. This user-centric approach has significantly boosted consumer sentiment and played a key role in driving continued sales growth for the company.
KPIs: Leads, Website Traffic Volume
Ref: https://vanmetrehomes.com/
MARRICK HOMES
Marrick Homes, a prominent player in commercial real estate with a portfolio exceeding $200 million and over 4,000 homes built in Southern Maryland, sought to significantly boost new home sales in 2018.
By strategically enhancing their social media presence, Marrick Homes leveraged compelling photo, video, and consumer-focused content to engage with their audience across various platforms. This initiative increased interest and interaction, enhanced their community notoriety, and fueled growth. As a result, the company saw a higher ROI compared to previous organic and agent-driven outreach efforts.
Impact of Work: An enhanced social media strategy led to a nearly 1,900% increase in followers across prominent social media channels, including Facebook and Instagram, driving over one million engagements throughout the 2018 calendar year.
KPIs: Leads, $CPClick, $CPConversion, Social Media Engagement
Ref: https://www.marrickhomes.com/index.html
DISCLAIMER: The client project details displayed on my personal online portfolio are intended solely for demonstrative purposes. Any sensitive or confidential information pertaining to the client, their business operations, or proprietary methodologies has been omitted or altered to maintain confidentiality and protect intellectual property rights. The inclusion of project details or imagery does not imply endorsement or authorization by the client for public disclosure. Furthermore, the views and opinions expressed regarding the projects are solely my own and may not reflect the views of the client or any affiliated parties.