Classical California - USC
KUSC and KDFC—Two of the largest and most popular classical music radio stations, owned and operated by USC, were unified into Classical California five years ago. The goal was to bring our digital presence together to grow awareness and drive revenue. I built an integrated strategy pairing organic content and social with paid media across Google, Meta, and TikTok, and email marketing, informed by AI-driven insights, to grow national audiences and drive meaningful engagement — increasing website traffic while directly supporting fundraising, helping raise revenue and expand donor reach across the U.S. By blending host authenticity and creative storytelling with paid strategy, email, and performance optimization, I turned social and digital into a key driver of both audience growth and financial impact.
Organic Content Strategy
Working within a nonprofit environment meant operating with limited budgets while still needing to drive meaningful audience growth and relevance. To meet that challenge, we built an organic-first content strategy that transformed on-air hosts into digital content creators—bringing trusted voices behind the mic into the mainstream. By empowering hosts like Dianne Nicolini to show up authentically on social platforms, we created content that felt personal, credible, and culturally relevant. The result was millions of organic views, real-world audience recognition (“I see you on my FYP all the time”), and hosts who didn’t just represent the brand—they became it, forging lasting connections with new and existing listeners.
Long-form Content
Long-form content is foundational to building creative trust in a brand—it signals commitment to the product and respect for the audience. I focus on developing substantial, evergreen work that anchors storytelling, then strategically translate it into short-form, platform-native content for social distribution. This approach not only maximizes reach and retention, but has also led to award-winning results. “Classical Music and The Brain won Best Docu-Short at the LA Film Festival and a Silver Telly for Non-Profit Video.