SF SPCA

mock proposal

infographic design

market research

PROJECT TYPE

Personal Project, Exploratory

METHODS

Content audit, persona development, keyword research, social media strategy, copywriting

Creative Process & Strategy

This project started with a full audit of SF SPCA's existing content across blog, social media, and paid ads, evaluating tone, structure, and how well each channel was serving its audience.

I developed three user personas to ground the strategy: the potential adopter, the longtime pet owner, and the animal advocate. From there, I identified gaps in content pillars and opportunities to repurpose strong blog content for social. I also conducted keyword research to inform SEO-driven article ideas that could attract Bay Area pet owners actively searching for guidance.
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The recommendations focused on improving content structure for readability, diversifying social content beyond adoption posts, and tailoring messaging to each platform's strengths, all while preserving the warm, community-driven voice SF SPCA already had.

PERSONAL
TAKEAWAYS

Great content deserves better distribution

The SF SPCA blog had solid, well-written pet care content—but it was buried. Repurposing it into bite-sized social posts could extend its reach and position the organization as a trusted resource.

Each platform needs its own job

Cross-posting works to a point, but each channel has different strengths. Facebook for community, Instagram for storytelling, LinkedIn for credibility, Twitter for visibility. Tailoring content accordingly maximizes impact.

Personas clarify priorities

Building out detailed user personas helped focus the strategy. Each group has different motivations, pain points, and content preferences. What resonates with someone researching their first pet is different from what drives a retiree to donate monthly. Grounding recommendations in these personas made every content decision more intentional.