Case Studies

Strategic Communications, Marketing, and Brand Leadership in Action

Throughout my career, I have helped organizations across multiple industries strengthen visibility, build trust, grow audiences, and achieve measurable business outcomes. The following case studies highlight several examples of how strategic communications and marketing initiatives translated into organizational growth and impact.

PROSPECT LEAGUE

20 Franchises | 4,500% Sponsorship Growth | 1,133% Audience Growth | 400% Subscription Growth | 39% Viewership Growth

Driving Revenue Growth, Audience Expansion, and Brand Visibility Across a Multi-Market Sports Organization

The Prospect League is a 20-franchise collegiate summer baseball league operating across seven states. As Commissioner and Head of Communications, Brand & Marketing, I oversee communications, marketing, sponsorship, media relations, audience development, and brand strategy initiatives supporting organizational growth and franchise success.

Challenge: Increase sponsorship revenue, expand audience reach, strengthen brand visibility, and create new digital engagement and revenue opportunities across a geographically diverse organization.

Actions:

  • Developed and executed league-wide communications, marketing, and audience growth strategies.

  • Built integrated sponsorship activation programs connecting partners with consumers across digital and in-person experiences.

  • Launched and marketed a new streaming network and subscription platform.

  • Expanded social media, content, and consumer engagement initiatives.

  • Served as strategic communications advisor to franchise owners.

  • Led reputation management and stakeholder communications efforts across multiple markets

Results:

  • 4,500% increase in sponsorship revenue

  • 1,133% increase in audience reach

  • 400% increase in streaming subscriptions

  • 39% increase in streaming viewership

  • Achieved consecutive years of industry-leading consumer growth (+23% and +12%)

Key Takeaway: By aligning communications, marketing, sponsorship strategy, and audience development under a unified growth plan, the organization significantly increased revenue, expanded consumer engagement, strengthened brand visibility, and created new opportunities for long-term growth. These strategies and steps apply to virtually any industry.

COMMUNITY BRANDS

Global SaaS Provider | 100,000+ Customers |
2,000 Employees | $200M Revenue

Elevating Brand Visibility and Thought Leadership for a Global SaaS Leader

Organization: Global SaaS provider serving 100,000+ education, nonprofit, and association customers worldwide with approximately 2,000 employees and $200M in annual revenue.

Challenge: Support brand growth and market visibility in a competitive SaaS environment while communicating product initiatives, executive thought leadership, three acquisitions, and a major 40th anniversary product milestone.

Strategy: Develop and execute integrated public relations, thought leadership, content, and executive communications initiatives aligned with business objectives. Partner closely with marketing, product, customer success, and executive leadership teams to create consistent messaging and increase awareness among customers, prospects, and industry stakeholders.

Execution:

  • Led communications strategy for the Education & Nonprofit division.

  • Developed media relations and thought leadership campaigns tied to customer and industry trends.

  • Supported communications surrounding three strategic acquisitions and major corporate announcements.

  • Authored a three-part thought leadership blog series supporting a 30th anniversary product campaign.

  • Created an employee-focused content hub highlighting customer success stories and organizational achievements.

Results:

  • Secured the largest earned media placement in company history, generating exposure through a publication reaching more than 100 million monthly visitors.

  • Increased visibility for company products, executives, and strategic initiatives through integrated communications and thought leadership programs.

  • Supported successful communications surrounding acquisitions, product launches, and corporate growth initiatives.

  • Strengthened employee engagement through enhanced internal storytelling and content sharing.

Key Takeaway: By aligning communications with business strategy, communications became a driver of brand visibility, thought leadership, stakeholder engagement, and organizational growth.

UNIT 4 SCHOOLS

Building Trust and Engagement Through
Strategic Communications

Champaign Unit 4 School District serves approximately 10,000 students and 2,000 employees across 19 schools with a $252 million operating budget. As Director of Communications, I led district messaging, media relations, stakeholder engagement, crisis communications, and community outreach initiatives.

Challenge: Provide clear, consistent communication during periods of significant change, including the COVID-19 pandemic, districtwide construction projects, and ongoing efforts to strengthen community engagement and public trust.

Actions:

  • Led all district communications, media relations, and stakeholder engagement efforts

  • Directed crisis and emergency communications during COVID-19

  • Developed communications strategies supporting eight concurrent referendum-funded construction projects totaling $239 million

  • Created districtwide storytelling initiatives across print, digital, video, and social channels

  • Managed multilingual communications to ensure accessibility for diverse stakeholder groups

  • Partnered with district leadership to communicate strategic priorities and organizational initiatives

Results:

  • Earned National School Public Relations Association (NSPRA) Award of Merit for Distinguished Achievement

  • Successfully guided communications during COVID-19 and other high-profile issues

  • Supported communications for $239 million in voter-approved capital projects

  • Increased Facebook audience by 31%

  • Increased X (Twitter) audience by 70%

Key Takeaway: Strategic, transparent communication helped strengthen stakeholder trust, improve community engagement, and support major organizational initiatives during one of the most challenging periods in public education.

WISCONSIN LOTTERY

Revitalizing Brand Engagement Through
Integrated Marketing Communications

Organization: The Wisconsin Lottery is a statewide entertainment brand generating hundreds of millions in annual sales. As Marketing Communications Supervisor, I directed communications, branding, advertising, public relations, social media, and digital marketing initiatives while managing a multi-million-dollar marketing budget and creative team.

Challenge: Increase consumer engagement, modernize brand perception, and maximize visibility surrounding major product launches and high-profile jackpot events in a highly competitive entertainment marketplace.

Actions:

  • Created and launched the "WINsconsin" brand platform to strengthen statewide brand identity

  • Directed integrated marketing communications campaigns across advertising, public relations, digital, social, and earned media channels

  • Led communications and promotional efforts surrounding a record-setting Powerball jackpot and other prize wins across the state

  • Managed website strategy, creative development, and social media initiatives

  • Coordinated media events, press conferences, and winner publicity campaigns

Results:

  • Increased Facebook engagement by 77%

  • Increased X (Twitter) engagement by 396%

  • Contributed to 15% annual revenue growth

  • Supported 7% sales growth

  • Generated record-setting media visibility surrounding major jackpot campaigns

Key Takeaway: Combining brand strategy, integrated communications, and audience-focused storytelling transformed consumer engagement, strengthened brand relevance, and contributed to measurable business growth.

“[David] was responsible for the slogan “WINsconsin” and making it synonymous with the Wisconsin Lottery in advertising and media coverage.”

— Cindy Polzin, Director, Wisconsin Lottery

COMMON THEMES ACROSS INITIATIVES

While each organization faced different challenges, the same principles consistency drove successful outcomes:

  • Align communications with organizational goals

  • Focus on audience needs and engagement

  • Build trust through transparency and consistency

  • Use data to guide strategy and measure performance

  • Connect storytelling to measurable business outcomes