Brand, Website and Social media Refresh
ROLE: Director of Content Marketing and PR
Date: 2021-2022
PACT is the non-profit central connector for Philadelphia’s tech and innovation ecosystem, bringing together founders, investors, and corporate partners through programs, events, and the annual Capital Conference. When I joined, the brand and digital channels weren’t fully reflecting that influence or making it easy for startups and partners to see the value PACT delivered.
As Director of Content Marketing & PR, I led a full brand and voice refresh, drove a website redevelopment, and turned social and email into disciplined, metrics-backed channels. In less than one year, we modernized how PACT showed up online and grew Twitter and LinkedIn followers and impressions by more than 300% while increasing email open rates more than 10% and most importantly, gave a jolt to new membership revenue.
THE CHALLENGE
PACT is a 20+ year old membership-based non-profit in the Philadelphia area. Coming out of COVID, membership sales were down, their website, social media and email marketing were dormant. And a key source of revenue, live events, was on-hold due to COVID
WHAT WASN’T WORKING
PACT plays a critical role in Philly's innovation ecosystem but its brand and digital channels weren't reflecting that energy or reach.
The visual identity and voice felt dated, the website was difficult to navigate, and social channels underperformed relative to the size and influence of the community. As a result, membership purchases and renewals were lagging.
WHAT I DID
Rebuilt the brand and voice: Messaging was updated across social, email, and website, developing messaging that spoke to founders, investors, and partners. Established guidelines for tone, visual style, and storytelling so every touchpoint felt like the same PACT.
Redeveloped the website: Partnered with internal stakeholders and external resources to spearhead redevelopment of the website, focusing on clearer navigation, stronger positioning, and better promotion of programs, events, and membership sales.
Built content and email engine: Produced multi-channel content—design, video, and copy—for newsletters, blogs, social, and event promotion, keeping PACT visible between big tentpole moments. Created daily CRM-driven lead-gen and nurture emails using segmentation to highlight relevant events, programs, and member stories.
Reintroduced in-person events: PACT hosted the first large scale business gathering in the Philadelphia area post-COVID. Convincing members to attend a 500+ person event, coming out of COVID was no small feat but we ended up selling out - partially due to aggressive and relatable marketing. The event was taking place in the Springfield suburb of Philadelphia so what better way to promote than create a Simpsons theme?
IMPACT
300% SOCIAL MEDIA GROWTH
Increased Twitter and LinkedIn followers and impressions 300%+ in 8 months while consistently adding organic followers and significantly boosting engagement.
MODERNIZED BRAND & VOICE
Our brand better matched PACT's role as the go-to resource for fast-growing companies and underrepresented founders.
REWORKED WEBSITE, EMAIL & SOCIAL
Updates made it easier for startups, investors, and partners to find resources, events, and ways to engage.