“Will’s expertise and work here demonstrated the power of reaching potential first-time home buyers through social media. After his first year sharing information about our programs via social media, we realized that far more of our target audience clicked through from this content to our website than through conventional advertising, This success shifted our approach to marketing, largely due to Will’s strategic approaches on our social media platforms.
Will is always happy to share his energy and up-to-date know how about digital marketing with the full-time staff throughout our agency. He has been an invaluable team player who made a lasting impact on the way VHFA connects with its customers and partners.”
–Leslie Black-Plumeau, Policy and Planning Manager at VHFA
Will White helped Vermont Housing Finance Agency grow and manage their online presence for 2 years. During this time, he quadrupled the amount of new visitors to VHFA’s website from social media. Managing a monthly budget of $400, Will created and promoted content for VHFA’s Facebook and Twitter accounts. Will has facilitated multiple photo contest campaigns on VHFA’s behalf, enabling users to engage with the brand by sending in their own pictures. This approach proved successful enough for VHFA to continue running seasonal photo contests.
In addition managing VHFA’s online community, Will had the opportunity to spearhead the creation of VHFA’s 2017 Annual Report. Higher-ups in the company presented Will with a number of messages that were to be conveyed in the report through the use of compelling infographics. Will worked with the graphic design team to make sure that the graphic concepts were in line with VHFA’s branding. The PDF was released, and Will was given a new task: figure out how these infographic could be put into motion – literally. With the graphic design team being proficient in Adobe After Effects, Will made suggestions as to how the still infographics in the PDF could be animated, chopped up, and used for various marketing purposes. See both versions of the annual report below:
View full write-up: VHFA Annual Report (2017)
While Will’s main role at VHFA was to manage their social media channels, he also contributed to their website as well.
Links to blog posts are provided below:
Will, along with two other teammates, conduced a digital audit for VHFA. A “digital audit” is an overall assessment of a brand’s online presence. Will’s team performed a competitor analysis and assessed VHFA’s owned, earned, and paid media. They created a presentation and formal write-up that included recommendations about how VHFA could improve their business.