Project Equity
Project Equity’s social channels had an engaged community, but an opportunity to build stronger thought leadership and convert that attention into advisor participation and business-owner interest. As an independent case study, I developed an infographic redesign & social media strategy to clarify audience tracks, strengthen content pillars, and drive event ticket sales.
Social Media Strategy, Graphic Design
Project Overview
Client: Project Equity, employee-ownership organization
Industry: Business Succession, Employee Ownership
Timeline: Independent Case Study
My Role: Social Media Strategist
For this case study, the goal was to help Project Equity to increase advisor participation and event ticket sales while building awareness among business owners exploring succession options. I developed a social media strategy that shifted the brand from organizational updates to audience-led thought leadership, using audience personas, emotional journey mapping, channel strategy, and community-driven content to turn social into a thought-leadership and conversion engine.
The Challenge
Project Equity already had a strong foundation: a community, compelling stories, educational resources, and a 23K+ YouTube audience.
I saw an opportunity to make social less of an organizational archive and more of a conversation people wanted to be part of.
What Was Working
Community
Posts featuring advisors, speakers, and partners consistently created stronger engagement.
Education
Existing resources made complex employee-ownership concepts more accessible.
Video
Webinars, conferences, and interviews created a deep library of reusable content.
The Opportunity
Broadcasting → Thought leadership
Move from organizational updates toward POVs, trends, data, and industry education.
One-off posts → Content system
Give content a larger narrative and a clear role in the audience journey.
Owned audience → Community distribution
Use Project Equity's network of advisors, partners, and speakers to extend reach.
Announcements → Conversations
Lead with audience problems and insights rather than event promotion.
Info Graphic Redesign for Socials
The goal is to provide a clear CTA and hook for viewers to engage with. In my redesign, I focused on drawing attention to the hook for business owners to secure their legacy, and from there draw their eye to the toolkit Project Equity has created. Then, the goal is for them to swipe to learn more information and why this toolkit is relevant. By implementing these changes, Project Equity can secure more leads by increasing the number of downloads for this guide. This design template can be reused and make the overall feed cohesive and attention-grabbing.
Before | After |
|---|---|
 |  |
Channel Strategy
Each platform gets a distinct role rather than repeating the same content everywhere.
AUTHORITY + ADVISOR ENGAGEMENT
Thought leadership · EO trends · Data · Case studies · Expert perspectives · Partner content
AWARENESS + OWNER ENGAGEMENT
Owner stories · Myth-busting · Reels · Carousels · Visual explainers · Human storytelling
YOUTUBE
LONG-FORM AUTHORITY
Webinars · Expert interviews · Educational conversations · Outcome stories
Long-form content can then become multiple social assets across LinkedIn and Instagram.
DISTRIBUTION + COMMUNITY
Extend the reach of existing content rather than creating a separate content engine.
Community as Distribution
Instead of treating an event as one post:
ONE EVENT → MANY ASSETS
Speaker clips
Partner spotlights
Advisor quotes
Photo galleries
Key takeaways
Reels
Data points
Follow-up insights
Tagging speakers, advisors, and partner organizations creates opportunities for secondary distribution through their own networks.
The community becomes the distribution strategy.