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: In a little over a year, metrics across all channels were trending upward significantly - web traffic, email open and click rates, social media engagement and membership purchases and renewals:
Modernized brand and voice: Our brand better matched PACT's role as the go-to resource for fast-growing companies and underrepresented founders.
Reworked website, email an and social media presence: Updates made it easier for startups, investors, and partners to find resources, events, and ways to engage.
Triple digit growth: Increased Twitter and LinkedIn followers and impressions 300%+ in 8 months, consistently adding organic followers and significantly boosting engagement. Developed an organic and paid social strategy that spotlighted member wins, events, and ecosystem stories rather than just organizational announcements. Expanded media outreach and PR efforts by leveraging relationships with local tech press and partners.
VALUE: At PACT, I showed how a focused brand and content reset can transform a small nonprofit into a visible, metrics-backed platform for its entire ecosystem.
I connected brand, web, social, email, and PR into one coherent story, that built a growing community that keeps coming back.
