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Church's Chicken had a long-standing reputation in the community but not online. Along with colleagues, I developed their first digital strategy complete with personas for each target demographic and an online voice for community management interactions. We migrated their creative from a photoshop-based model to real lifestyle imagery. Leveraging the rich communities that the restaurant was in, we also created a four-part mini documentary series that celebrated the diverse community and touched on social justice issues like immigration and racial segregation. Below is a sample of the digital creative that was developed during my tenure as Social Media Manager.
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