Classical California - USC
KUSC and KDFC—two of the largest and most popular classical music radio stations owned and operated by USC—transformed into Classical California five years ago. The goal was to unify our digital presence to grow awareness and drive revenue. Through a targeted, data-driven organic content and social strategy—supported by AI-informed insights and Google Ads—I grew national audiences and drove meaningful engagement that not only increased website traffic but also directly supported fundraising, helping raise revenue and expand donor reach across the U.S. By blending host authenticity with creative storytelling and performance optimization, I transformed social 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.