Sara Shipley

To support sales enablement and boost qualified lead generation, I developed and executed an inbound marketing strategy tailored to a complex B2B sales cycle.

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Highlights:

• Strategic Foundation: Developed detailed buyer personas to target multiple decision-makers and influencers within the B2B purchasing process.

• SEO-Driven Content Plan: Created a robust content strategy including blog posts, pillar pages, lead magnets, email drip campaigns, and optimized web content.

• Sales Alignment: Ensured that content addressed buyer pain points and supported the client’s sales team with valuable, conversion-oriented materials.

 

Results:
The strategy led to a measurable and sustained increase in qualified organic leads, contributing to greater marketing ROI and improved sales outcomes.

At Southern Horticulture, I developed and produced a video content series for social media that highlighted plant care tips, sustainable landscaping practices, and the value of native plants.

 

Highlights:

• Educational Video Content: Created engaging behind-the-scenes videos and how-to segments designed to inform and inspire customers.

• Sustainability Messaging: Focused on native plants and eco-conscious gardening practices to align with community values and drive interest in sustainable landscaping.

• Social Media Strategy: Planned and scheduled content to coincide with in-store promotions and seasonal trends, reinforcing product visibility and relevance.

 

Results:
The campaign led to increased foot traffic and higher sales of featured plants and products. It also significantly improved community engagement and follower interaction across social media platforms.

To help Shipley’s Mobile RV Service connect more effectively with their audience, I led a full messaging and web content strategy overhaul designed to increase clarity, usability, and conversions.

 

Highlights:

• Messaging Strategy Session: Facilitated a collaborative workshop to clarify brand voice and align messaging with customer pain points and expectations.

• Audience-Focused Web Strategy: Developed a website content plan emphasizing simplicity, mobile-friendly navigation, and clear calls to action tailored to on-the-go RV owners.

• Conversion-Oriented Design: Crafted messaging that positioned the service as trustworthy, fast, and convenient—key traits valued by their target audience.

 

Results:
The new messaging and web strategy led to a notable increase in website traffic and qualified customer leads, helping the business expand its reach and improve client acquisition.

As part of a major university website redesign, I led a content overhaul across key sections of the site, including all academic program pages, student life content, and institutional information.

 

Highlights:

• Unified Content Strategy: Developed and implemented a cohesive strategy to ensure consistency in tone, structure, and branding across hundreds of pages.

• Improved Usability: Reorganized site navigation and content hierarchy to enhance user experience and support prospective student journeys.

• Content Creation: Wrote new content that reflected evolving program offerings, admissions priorities, and student engagement goals.

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Impact:
This project sharpened my skills in large-scale content management, stakeholder communication, and strategic content planning—ultimately delivering a more accessible, effective, and mission-aligned web experience for the university.

While serving as Social Media Coordinator at Flagler College, I collaborated with a student content team to develop and launch a revitalized Snapchat strategy aimed at increasing student engagement and showcasing campus life.

 

Highlights:

• Collaborative Strategy Development: Worked closely with student contributors to design a content plan centered on authenticity and community involvement.

• Fresh Content Approach: Introduced behind-the-scenes content, student takeovers, and event coverage to make the channel engaging and dynamic.

• Tangible Growth: The revamped approach led to a 30% increase in follower growth and an 11% increase in views per story. 

 

Impact:
I was invited to share the success of this initiative on Snapchat.Education, a leading industry blog for higher ed marketers. The article outlined our strategy, offered practical tips, and helped position Flagler as a leader in creative social media engagement within the education space.

At LeTourneau University, I contributed feature articles to university magazines designed for both alumni and incoming students, supporting engagement and deepening connection to the institution's mission.

 

Highlights:

• Mission-Driven Storytelling: Wrote compelling print pieces that highlighted alumni achievements, student experiences, and the university’s impact on lives and communities.

• Audience-Specific Content: Tailored writing to resonate with distinct audiences—celebrating legacy and accomplishments for alumni, while welcoming and inspiring new students.

• Brand Voice Alignment: Ensured all content reflected the university’s core values, tone, and messaging goals, reinforcing its identity across publications.

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Impact:
These stories helped strengthen emotional ties between the university and its community, promoting pride and an understanding of the institution’s purpose.