While working with Sing Creative Group, I built a national social media presence for Hava NaBaby. With grant funding secured and two pilot communities launching in 2026, they needed to build credibility with families and funders alike, and they needed a presence their small team could run independently.

I led the social media work. I wrote a social media playbook covering content pillars, brand voice, post formats, hashtag strategy and basic community management, written so a non-marketing staff member can follow it independently. I also wrote the captions, created the content and templates for each post and scheduled everything in Loomly in bi-monthly batches. The content was planned around the High Holiday recruitment window, when reaching families mattered most. We focused on Instagram and Facebook, with a smaller LinkedIn presence.

Posting began on August 4, 2026. In under three months, with no ad spend, Instagram has grown to 137 followers, the new Facebook page to 38 and LinkedIn to 9. Instagram has had about 1.5K views in the past month, and the first post earned 44 likes, 5 comments and 2 shares. These are early numbers for an account built on scheduled organic content alone, since ads and community engagement weren’t part of the scope, and they give Hava NaBaby a baseline to grow from.

This project showcased my ability to turn a strategy into a system a small team can run, with a playbook, a calendar and ready-to-post content built to scale as the program grows.