Jeanne McDonald
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Jeanne McDonald
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Fitness Connection | 2022

Social Growth Strategy

Fitness Connection’s LinkedIn presence was inconsistent, underutilized, and lacked a distinct voice. I led the content strategy and execution to reposition the brand as a trusted and energetic channel, amplifying campaigns, celebrating internal wins, and supporting recruiting efforts.

Role + Deliverables Section

My Role

Key Deliverables

Key Deliverables

  • Developed monthly content calendar and post cadence
  • Wrote all LinkedIn copy for brand, culture, and campaign content
  • Partnered with recruiting and HR for employer branding alignment
  • Created an internal content intake system to capture field stories
  • Tracked performance to guide strategy updates

Key Deliverables

Key Deliverables

Key Deliverables

  • Defined thematic content pillars (growth, culture, wins, people)
  • Created LinkedIn copy templates and visual guidelines
  • Built post examples for club shoutouts, executive highlights, and campaign tie-ins
  • Increased posting frequency and relevance with a scheduled cadence
  • Delivered performance reports with engagement benchmarks

Challenges

  • The brand’s LinkedIn voice didn’t reflect its energy or growth
  • Needed content that felt professional without sounding corporate or cold
  • Internal stories and wins weren’t being captured or shared consistently
  • Aligning recruiting, field, and executive stories into a single channel required buy-in and planning

Project Outputs

  • 2x increase in post engagement over 6 months 
  • Multiple posts earned 3K–5K+ organic impressions
  • Improved brand sentiment and team visibility across club-level and corporate posts 
  • Strengthened employer brand presence, supporting recruiting and retention efforts
  • Content framework became the ongoing standard for Fitness Connection's LinkedIn presence

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