LinkedIn Channel Launch — Audience Growth & Channel Strategy
Role: Lead Content and Channel Strategist
Channel Strategy ● Market Research ● Audience Development ● Content Strategy ● Stakeholder Management ● Cross-Channel Marketing
Project Overview
I identified a gap in the Child Welfare Information Gateway's digital presence — while the organization had strong existing channels, it lacked a direct line to the decision-makers and thought leaders it needed to reach most. Child welfare professionals, agency directors, and sector influencers were networking on LinkedIn, and CWIG wasn't there.
I proposed and led the full LinkedIn channel launch end-to-end — from market research and content strategy through visual identity, cross-channel promotion, and growth execution.
The Challenge
CWIG had built a loyal audience through social, email, and its website, but had no presence on the platform where its biggest audience—child welfare leadership and professionals—was most active.
My Approach
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Analyzed historical performance and benchmarked against similar organizations to identify gaps and opportunities.
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Restructured the editorial framework — clear hierarchies, prioritized CTAs, and a flex feature format for consistent monthly production.
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Redesigned the template in GovDelivery to reflect the new content architecture — modular, scannable, and brand-consistent.
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Partnered with the product development team, gathered feedback throughout, and iterated before full launch.
The redesigned newsletter featured:
A modern, mobile-first design with clear hierarchy
A newly designed branded banner
Consistent branding and visual identity
Simplified navigation with modular content blocks
Stronger CTAs that guided readers toward priority actions
Two "ad" spaces for recurring features
The Solution
The Results
Within the first 6 months post-launch, the newsletter achieved:
Key Takeaways
This project demonstrated my ability to combine marketing strategy with editorial instincts to deliver measurable results. By leading the project end-to-end — from content architecture and editorial planning to template design and stakeholder management — I strengthened one of the organization's most critical communications channels and grew an engaged audience of over 30,000 readers.