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marketing strategy

Ray Antonison is a marketing director and content creator who drives brands and campaigns forward through creative, data-driven strategies that increase views and engagement, exceed KPIs, and foster community building.

Spearheading Social Media Growth

Ray has grown social media accounts through emotionally engaging digital videos, infographics, and community engagement strategies. Some examples include:   

  • For a social media influencer, Ray developed and executed digital content strategies that grew an influencer’s Instagram account from 2,000+ followers to 30,000+ followers within three months. This success led to the influencer’s first paid brand deal valued at several thousand dollars, with more future projects in the works.

  • For a youth-led social change organization, Ray, as Video Lead, grew their Instagram account by 75,000+ followers through documentary-style video content and managed an international digital video team. 

  • For a non-profit organization, Ray increased an Instagram account's reach from the previous quarter through organic efforts: total views increased by over 300%, interactions doubled, and interactions from non-followers grew by 20%. Ray also created their TikTok account and gained their first 1,000 followers from just eight videos. 

Creating a Data-Driven Impact Report

A non-profit organization had a lapse in marketable data for several years. Using metrics collected and organized by the data specialist, Ray created a 30+ page data-driven impact report on the organization, highlighting key storytelling moments, outlining program successes, and cultivating a document of marketable data points to share with stakeholders, donors, and the public. These data points have been used in fundraising and marketing materials since then and have been incorporated into a five-year strategic plan.

Exceeding Fundraising KPIs

Two major fundraising goals for a non-profit needed to be elevated. 

 

Firstly, membership. Without prior campaigns, the organization's membership was low, despite being a consistent, reliable source of revenue and a showcase of the community’s commitment. 

 

Ray single-handedly created and implemented a digital campaign focused primarily on email marketing. Each weekly newsletter started with a brief description of the immediate benefits of membership and emphasized how it sustained the community. Social media posts continued to highlight these benefits. As a result, the campaign generated over 100 new sign-ups and renewals, totaling more than $100,000—the largest amount ever raised through membership.

 

Secondly, the Annual Benefit featured a robust silent auction with over 125 items. Historically, most items were not bid on until the night of the Benefit, despite being available for bidding for a week prior. 

 

To start, Ray collected photos and logos of items, wrote item descriptions, created an auction site, uploaded items, and set bidding prices. The campaign started with a tease of high-ticket items and, when launched, consisted of three emails and nine social media feed posts with accompanying stories. Emails linked to individual items grouped by category, cycled out for future sends to feature high-tickets items up top with increased bidding, and items below that needed first bids. 

 

This consistent, strategic initiative doubled revenue from the previous year before the target date, and earned over $120,000—a record broken. 

Implementing a Strong Website Strategy

Ray developed and implemented a multi-faceted approach to refresh a website. As a result of these efforts, website visitors increased by over 50%, views rose by 40%, and sessions increased by more than 50%, continuing on an upward trajectory. This approach included, but was not limited to:

  • SEO content scaling

    • Implementing a blog that increased viewership and visitors, generated rich snippets and AI overview features, and targeted industry keywords that the site had previously not ranked for.

    • The creation of 50+ pages and posts.

  • Data collection

    • Setting up Google Analytics, Google Search Console, click tracking, heat maps, SEO tools to track data, analyzing monthly metrics, and creating quarterly reports.​

    • Implementing UTM links that were connected to transactions, helping to understand how digital campaigns turned clicks into conversions.

  • Social media links

    • A cross-channel social media strategy that included direct links to the website and a link-in-bio tool, tripling website traffic from social media.

  • UX design

    • Creating two submission forms that have increased outreach. Previously, email addresses were linked on the pages, which did not generate half as much traction as the submission forms.

    • Adding menu dropdowns and an update to the footer menu to include more page links, expanding access to underserved pages, and adding more buttons for further reading at the bottom of every page, increasing user retention.

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All of this growth is tracked organically and does not include paid ads or partnership growth. This strategy focused on laying the groundwork for the website to operate on a new baseline.

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