Social Media Campaigns

Project Overview

RightBrain Networks developed FedSeek, a new tool that helps businesses track awarded government contracts relevant to their field. I was tasked with creating a LinkedIn campaign to introduce FedSeek’s latest upgrade and build momentum among business leaders.

The campaign needed to:

• Communicate FedSeek’s value to a non-technical executive audience.

• Announce the new data source powering FedSeek.

• Build anticipation for an upcoming feature: predictive analysis.

My Role

• Campaign Strategy: Structured a four-week rollout plan with two posts per week (one more informative and one more engaging).

• Copywriting: Drafted LinkedIn captions tailored for business leaders rather than technical teams.

• Visual Direction: Outlined concepts for clean, knowledge-sharing graphics optimized for LinkedIn.

• Positioning: Shifted the focus from technical depth to business impact, highlighting ROI and competitive advantage.

Campaign Structure

The campaign was designed as a mix of educational content and engagement-driven posts:

Week 1 – Awareness

• Informative: “What is FedSeek?” Introducing the tool and upgrade.

• Engagement: Poll asking executives their biggest challenge in finding contract opportunities.

Week 2 – Value

• Informative: Explaining the new data source and why it matters for accurate insights.

• Engagement: Case-style scenario (e.g., “Imagine knowing where contracts are heading before competitors do...”).

Week 3 – Differentiation

• Informative: Highlighting how FedSeek differs from other tools in the space.

• Engagement: Prompt for leaders to share how they currently track government contracts.

Week 4 – Future-Facing

• Informative: Announcing upcoming predictive analysis features.

• Engagement: Call-to-action encouraging executives to sign up for updates.

Anticipated Impact

Though unpublished at the time of writing, the campaign was designed to:

• Increase awareness of FedSeek among decision-makers.

• Position RBN as a thought leader in federal contracting technology.

• Drive engagement by combining education with conversation prompts.

Reflection

This project was a strong exercise in audience pivoting: shifting from technical decision-makers to non-technical executives required rethinking tone, messaging, and value framing. It sharpened my skills in positioning complex tools in plain business language and building a strategic rollout plan for LinkedIn.

Note: All materials shown here were prepared internally at RBN and were awaiting publication approval at the time of portfolio creation.

Project Overview

RightBrain Networks provides cloud consulting for organizations working with the U.S. federal government. I created a four-week LinkedIn campaign to help business leaders understand the importance of CMMC (Cybersecurity Maturity Model Certification) and FedRAMP (Federal Risk and Authorization Management Program) compliance.

The campaign aimed to:

• Simplify complex compliance concepts into plain language.

• Position RBN as a trusted compliance partner.

• Provide an approachable way for non-technical leaders to understand why these certifications matter.

My Role

• Content Strategy: Outlined a four-week campaign, balancing educational posts with engagement prompts.

• Copywriting: Drafted captions explaining technical topics clearly for business leaders.

• Visual Direction: Designed concepts for LinkedIn graphics with bullet points and plain-English summaries.

• Positioning: Framed compliance not as a “checklist” but as a business enabler for winning federal contracts.

Campaign Structure

Week 1 – Foundations

• Informative: What is CMMC? Simplified breakdown for executives.

• Engagement: Prompt, “What’s your organization’s biggest compliance challenge?”

Week 2 – FedRAMP Explained

• Informative: What is FedRAMP and why it matters for cloud services.

• Engagement: Quick quiz-style post (myth vs. fact).

Week 3 – Comparison & Clarity

• Informative: CMMC vs. FedRAMP: similarities, differences, who needs which.

• Engagement: Poll asking leaders which framework they’ve encountered.

Week 4 – Business Impact

• Informative: Why compliance matters: credibility, contract eligibility, trust.

• Engagement: Call-to-action encouraging leaders to reach out for a compliance roadmap.

Anticipated Impact

Although unpublished at the time of writing, the campaign was designed to:

• Build awareness of compliance requirements in plain English.

• Show RBN’s expertise in guiding organizations through federal standards.

• Generate engagement through polls, quizzes, and conversation prompts.

Reflection

This project challenged me to make dense technical material accessible for business leaders. I learned how to use progressive storytelling — starting with definitions, then comparisons, and finally tying it back to business value.

💡 Note: All materials shown here were prepared internally at RBN and were awaiting publication approval at the time of portfolio creation.