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 most needed to reach. Child welfare professionals, agency directors, and sector influencers were networking on LinkedIn, and CWIG wasn't there.
I proposed and led the end-to-end launch of the full LinkedIn channel — 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.
6-month follower target: 300–500 followers
My Approach
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Competitive analysis of peer organizations to identify high-engagement content formats and topics resonating with child welfare professionals.
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Made the case for LinkedIn specifically. The primary CWIG audience is credentialed professionals who network, share resources, and follow trusted organizations there.
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Built a content framework around high-engagement topics and a "crawl-walk-run" posting schedule — starting at 1-2 posts per week to test audience appetite before scaling.
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Created a cross-channel acquisition strategy mobilizing email lists, partner networks, and internal staff, as well as cohesive "Follow Now" CTAs across every existing touchpoint.
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Created launch assets maintaining brand consistency. Integrated the channel into existing editorial workflows to ensure sustainability without adding staff burden.
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Focused on unique impressions, click-through rate, and engagement depth — not vanity metrics — to ensure the channel was driving real professional engagement.
The Results
vs. ~2% govt/nonprofit benchmark
driving traffic to CWIG resources
Key Takeaways
This project demonstrated my ability to identify a strategic communications opportunity, build the case for it, and execute from zero. Launching a channel isn't just a production task; it requires audience research + insight, cross-channel thinking, and the discipline to measure what matters.
By focusing on quality engagement over vanity metrics from day one, the CWIG LinkedIn presence became a credible, high-performing channel that reached the professionals the organization most needed to influence.