WholeView Report

Challenge

WholeView Report had a compelling idea, but it wasn't always easy to explain. The company was speaking to several very different audiences, from workforce organizations and apprenticeship programs to college career centers and re-entry organizations. At the same time, its LinkedIn presence was still taking shape. We needed to make the message clearer without flattening a complex idea into a slogan.

Strategy

We started by figuring out what mattered most: who we were trying to reach, what we wanted them to understand, and what we wanted them to do next. From there, I developed a few clear content themes and a repeatable way to create and publish content. Instead of chasing every possible topic, we focused on explaining the problem WholeView was trying to solve, sharing its perspective, and starting conversations with the people it hoped to reach. We watched what happened and used those early signals to decide where to go next.

My Role

I led the content strategy and worked alongside the WholeView team throughout the project. I reviewed existing content and analytics, developed the Content Direction Brief, clarified audiences and messaging, established content themes, built a repeatable creation process, developed social content, supported publishing, reviewed performance, and created a 30-day plan for what to do next.

Results

• Created a clear content direction built around WholeView Report's audiences, goals, and message.

• Built a repeatable content process and reusable tools and graphics the team could continue using.

• Established a more consistent LinkedIn presence focused on visibility, education, and relationships.

• Generated early conversations, introductions, and discovery calls through the new content approach.

• Used early performance data to identify what was resonating and shape the next 30-day growth plan.

Design Highlights