Hi there.
I’m Aaron, and welcome to my website. With more than 10 years of experience in content and marketing, I’m proud to show you a little bit of my work.
I’m Aaron, and welcome to my website. With more than 10 years of experience in content and marketing, I’m proud to show you a little bit of my work.
I'm a visual, creative kind of guy, but I also organize and make sense of things using spreadsheets and data. I learned very quickly while managing social media for Paint Nite, and then at Aeronaut Brewing Co., that a great idea does not always equal great engagement, and sometimes when you phone it in, the audience goes nuts. It's hard to explain, but data helps. As a result, I learned to constantly try new things, review posts, and analyze performance—engagement, feedback through comments, and overall reach.
In just over two years, I helped increase Paint Nite's Facebook following from 20k to 360k+. I was also responsible for monthly Facebook advertising to more than 150 local Paint Nite pages, with each spend ranging from $500 to $10k, depending on market and data-driven analysis.
Each month we would highlight an artist from around the country, and this post performed exceptionally well. One of our top posts of all time.
I had our design team create this image to showcase our paintings and how you can arrange them in your home. Typically, photos don't perform well for us, but this was a nice surprise, and it's certainly related to the clean design and relevant quote.
I think Instagram might be my favorite social media platform. It's totally driven by mobile and its never-ending feed captivates me almost every time I log on. It's also one of the most effective platforms for brands I've worked on. At Paint Nite (58k followers), I discovered that our audience responded well to user-generated content more than highly polished, branded images and videos. While managing Paint Nite's Instagram, the posts I created averaged around a 1.8% engagement rate.
Although Aeronaut's IG following is smaller (10k), yet the audience was slightly more engaged—posts I created averaged a 2% engagement rate.
In conjunction with a new campaign launch, I conducted a Snapchat takeover of a very popular local Snap account, @onlyinbos. At the time, our Snapchat following was negligible, but this Saturday takeover added an extra 117 followers to our account.
Personally, I snap on a daily basis, especially with my 7 year-old niece when she steals my sister's phone...we're big fans of face filters.
I believe word-of-mouth marketing is the most effective, and that harnessing the power of influencers can be just as effective, especially if you know your audience and are selective about who you invite to participate.
At Aeronaut, I coordinated and reached out to more than 50 beer influencers in and around New England to promote a can release. I learned that there’s a sweet spot with influencers, and that just because a user has 20k+ followers, they weren’t necessarily the right fit…especially since I was working with barely any budget. Each influencer posted to their accounts and helped spread the word, leading to other influencers across the country reaching out to us inquire how they could get involved.
During my time at Paint Nite, I worked with an agency to create an influencer marketing campaign that garnered 3.7 million impressions from 200 influencers. It was a little less hands-on, but I had fun managing the agency and providing direction.
I was responsible for all communications at Aeronaut Brewing Co., including our biweekly email newsletter that informed the greater Boston community of beers, events, and brewery updates. I created the following emails.
Subject line: "Heard you like Mosaic...." 35.6% open, 1.1% clicks. Click image to view full email.
Subject line: "We're heading back to Allston!" 35.9% opens, 2.9% clicks. Click image to view full email.
Subject line: "Can reservations update update." 30.9% opens, 1.3% clicks. Click image to view full email.
I've worked with some pretty talented copywriters and designers who add their own touch to everything they work on, but the ideas and original copy for these emails were mine. Each was sent to our global email list of more than one million fans and customers.
I've run a half-dozen customer contests, each with a different goal: collect emails, build social following, gather user-generated content (UGC), promote referrals, etc. The contest below was our most successful and most exciting, because we sent the grand prize winner on an all-expenses paid vacation. For more information on other contests I've coordinated from ideation to execution, read this blog post.
