COVID Pivot Strategy: From Onsite Programming to International Impact
From Shutdown to Surge: Pandemic Pivot Drives Record Engagement
Summary:
I led a multi-channel messaging strategy during the COVID-19 shutdown that transformed a complex, multi-tiered, public-facing entity into a digital engagement, support, education, and entertainment platform, expanding its reach to national and international audiences with exponentially increased web traffic and online engagement.
Challenge / Need:
When the pandemic halted all in-person programming, the organization faced a sudden gap in public engagement, education, and service delivery. Leadership needed a fast and comprehensive plan to transition everything online—while maintaining accessibility across generations.
Strategic Approach:
I assessed the existing communications landscape and developed a two-phase strategy: (1) immediate digital reformatting of core services and (2) proactive educational content to guide users through the transition.
Execution:
I wrote and managed a comprehensive content rollout—email campaigns, website updates, social posts, educational materials, and public service videos. These were crafted in multigenerational voices, bridging gaps between tech-fluent users and older or underserved audiences.
Results:
The organization saw record-breaking digital traffic and a sharp rise in community engagement. Their content was shared widely and reached national and international followers—far beyond its original local footprint.