Reintroducing
Rhode Island
Summary
As part of a long-term contract supporting Rhode Island’s official tourism board, Jordan led social media strategy and campaigns to help revitalize the state’s tourism economy post-COVID. His work included managing content strategy, platform scheduling, ad targeting, reporting, and influencer collaborations across Facebook, Instagram, and Twitter. Building on similar work for national tourism campaigns, he managed content across Facebook, Instagram, and Twitter, developed performance-driven paid ads, and collaborated with both local and out-of-state influencers. His efforts helped increase engagement, drive interest in statewide campaigns like Restaurant Week and the Providence Light Show, and tie social performance to measurable travel behavior.
The result: Increased social media engagement, improved ad performance, and measurable alignment between the campaigns that were pushed and travel behavior.
Stats
PROBLEM
Given the negative impact of Covid, the Rhode Island Tourism Board sought to highlight in-state travel experiences and local businesses, and convert awareness into real travel behaviors e.g. bookings.
SOLUTION
Jordan implemented a dynamic social media program with tailored posts, ads, and campaigns, utilizing high-performing paid promotions and destination-based storytelling to drive traffic & conversions
BUSINESS RESULT
sdsdfsdf
PEOPLE RESULT
sdfsdfsdf
Discover
Jordan joined the project mid-contract and quickly set out to assess the landscape. He initiated regular strategy sessions with the Rhode Island tourism board to understand existing goals, identify blind spots, and establish a clear rhythm of collaboration. By reviewing previous campaigns and performance reports, he distilled what was working, what wasn’t, and where the greatest opportunities lay.
Through conversations with stakeholders, from marketing leads to local partners, Jordan uncovered a disconnect between the board’s seasonal programming and the way content was being surfaced online. He reframed the problem from “producing content” to “activating engagement that drives travel intent.” Drawing from his experience with other national campaigns, he began crafting a strategy grounded in timing, relevance, and cross-platform synergy.
Working with internal stakeholders, work was done to align potential campaigns with small businesses and spots of interest. Campaigns such as Restaurant Week were ideated to capitalize on existing buzz. It was also proposed that influencer partnerships should be introduced to humanize messaging and extend reach. Most importantly, a regular feedback rhythm was established to review performance metrics and audience behavior, allowing the team to quickly adapt and refine the content strategy based on what was working.
Design
With a clear strategy in place, Jordan shifted into solution design. The objective was to translate campaign goals into a consistent, engaging digital experience across multiple social platforms, one that would feel cohesive, data-informed, and culturally relevant to the target audience.
Jordan began by structuring the campaign calendar using a modular approach, breaking down content by platform, theme, audience segment, and conversion goal. He prioritized clarity and consistency across creative, ensuring that each asset (from Stories to static posts to long-form guides) mapped back to the larger campaign narrative.
He designed a repeatable workflow for the internal team using tools like Sprout, where content could be planned, versioned, and tracked against performance. Visual direction was developed in collaboration with a remote design team, ensuring that all assets aligned with both Rhode Island’s brand and platform-native best practices.
Campaign tentpoles, such as Restaurant Week and the Providence Light Show, were fleshed out into full content series, each with teaser posts, real-time stories, influencer integrations, and post-campaign recaps.
In tandem, he designed multiple paid media variants per campaign theme, allowing for A/B testing across different creative formats and audience segments. Every post, ad, and story was part of a carefully orchestrated system, optimized not just for reach, but for performance, conversion, and long-term brand equity.
Deliver
Once the campaign strategy and content design were finalized, Jordan led full execution across social channels. He managed the rollout of content on a weekly basis, handling scheduling, copy approval, and publishing through Sprout and Gain. He served as the primary liaison with the Rhode Island tourism board, regularly sharing performance updates and making on-the-fly adjustments based on what was resonating most with audiences.
Influencer activations were a core part of delivery. Jordan coordinated partnerships with both local and regional creators, providing them with brand assets and creative direction. Their content was used not only for reach and engagement, but also repurposed into high-performing paid ads that extended the life and impact of each campaign.
In parallel, Jordan conducted content capture trips across the state, producing original photo and video assets that highlighted Rhode Island’s seasonal events, culinary experiences, and small business partners. These visuals became the backbone of both organic and sponsored content, helping to showcase the state in a vibrant and authentic way.
To ensure accountability and continual refinement, Jordan compiled monthly analytics reports outlining engagement metrics, ad performance, and traffic trends. These reports informed strategic shifts and helped identify new opportunities for content or targeting.
By blending creative oversight, platform management, and on-the-ground production, Jordan delivered a campaign that was as adaptable as it was strategic, ultimately positioning Rhode Island as a destination of choice in the post-pandemic travel landscape.
Conclusion
asdads
asdasd
asdasd
asdasd