Launched the annual registered dietitian recognition program that recognizes RDNs who helped to build up their communities.

Skills utilized

  • Social media strategy

  • Project Management

  • Influencer outreach

  • Paid social

  • Public relations

  • Event marketing

FoodMinds was looking for a way to promote itself as a thought leader in the nutrition space, as well as being in the know of the up-and-coming dietitians and industry news.

The Challenge

While casually browsing through the Forbes 30 under 30 list in 2018, I was inspired to create a program that celebrated and highlighted new RDNs who are active in their online communities, as well as their local communities. Influencer marketing was just growing traction, so I wanted the program to lean into it to grow engagement and FoodMinds brand awareness.

I created and presented a proposal, budget, and timeline for the executive team, and after getting the green light got to work with the creative team.

We tapped into our media RDN connections to form the external judge’s panel, who also became our first program ambassadors, and reached out to 30 well-known RDN influencers to help promote the program to their audiences.

I worked closely with the creative team and executive team to craft the right messaging, look, and UX of the assets and landing pages, and I worked closely with our event manager to coordinate the in-person award ceremony for our future winners.

The Solution

  • 100 nominations launch year

  • 30 RDN influencers promoted the program on their social media channels

  • 56% increase in website traffic

The Results