Raquel Schrock (Ebbe)

•Sharing cohesive and integrated content, rooted in patient-first messaging, that authentically reflects the mission of our nonprofit. •Working with ad representatives to launch localized campaigns across the Community Health Center's 19 communities in northern Wisconsin. From OOH marketing like billboard placements, radio commercials, OTT, mall displays, movie theater advertisements, newspaper buys, and transit (bus) wraps, as well as digital placements like website display banners and online streaming ads. •Collaborating with other departments on day-to-day content requests; tracking projects through internal systems. Project management software: Monday •Administrative tasks like coding/invoicing, tracking promotional budgets + managing spend across vendors, and supporting reporting processes. •Managing the Marketing Team's timelines and project deadlines, helping coordinate project kickoffs and status meetings, facilitating cross-functional communication, and monitoring workload distribution to ensure the team can stay on track.

•Contributed to improving the patient experience through clear, easy-to-understand content across all touch points. •Made and distributed the monthly community newsletter (Constant Contact) to external subscribers. •Sent out engaging and detailed quarterly updates for NorthLakes employees—an internal newsletter. •Helped maintain the organization’s paid and organic digital presence. - Paid: Google Search campaigns + Meta advertising. - Organic: Google Business Reviews, LinkedIn, Facebook, and Instagram. •Evaluated all new and ongoing marketing materials to ensure consistency, clarity, and accessibility across all channels. Worked with NorthLakes providers to better translate clinical language around specialty services while maintaining medical accuracy. •Created high-quality content across digital and print formats—landing pages, press releases, brochures, social posts, advertisements, infographics, flyers, etc. •Organized + tracked all active campaigns; worked with my creative team to renew and refresh fatigued assets as needed.

•Prioritized content based on trends, news, internal KPIs, and stakeholder goals. •Planned, designed and published timely, relevant content across all active platforms. - Maintained a content calendar for Facebook, Instagram, TikTok, and Twitter/X. - Met with video team about content development for Snapchat and YouTube. •Identified and partnered with like-minded brands for collaborative content, UGC opportunities, and timely promotions. •Led seasonal campaigns from concept to execution, aligning with broader brand initiatives. •Community engagement building; inspired thoughtful interactions and two-way conversations. •Content performance tracking; used platform analytics and social listening tools (like Hootsuite) to inform strategy.

Internal •Support for sales teams; provided digital marketing expertise during client calls. •Collaborated with Account Managers to ensure seamless campaign execution. •Led internal Mentorship Program for specialists, design assistants, and new hires. •Helped build standard operating procedures; improved departmental efficiency. •Regularly shared emerging social media trends and key takeaways with the Social Media team. Client Work •Paid strategies for B2C and B2B clients. Planned, launched, and managed advertisements across Facebook, Instagram, LinkedIn, Twitter, Pinterest, Nextdoor, and more. •Adjusted strategies to meet campaign goals, regularly presenting performance insights to clients.

∙Campaign development aimed at driving traffic, leads, and revenue; strategized within client budgets to maximize impact. ∙Built consistent engagement for clients across social channels; creative content integration. ∙Blog creation, email campaigns, and client newsletters. Tools: WordPress, Mailchimp. ∙Optimized social media profiles for search visibility + performance. ∙Audit findings; presented ongoing market research + competitive analysis. ∙Account manager — main point of contact — for most client projects.

∙Aligned marketing strategy with ROI goals of business owners; set KPI targets. ∙Audience profile + brand persona development to guide messaging; shaping brand voice for consistent tone across all platforms. ∙Organic social post curation and management; continuous market research and performance analysis. Tools: Hootsuite, HubSpot, and ContentCal. ∙Met monthly billable hour goals with regular progress tracking. Tool: Teamwork.

∙Social media campaign management to support business initiatives. ∙Content coordination across teams, stakeholders, and SMEs. ∙Live social coverage at industry events, conferences, "Tweet chats," etc. ∙Post creation and scheduling for LinkedIn, Facebook, and Twitter. Tools: Sprinklr + HubSpot. ∙Competitor research to inform content and channel strategy.

∙Writing for webpages, blog posts, and social content — all tailored to client goals. ∙SEO strategy support: research, content creation, and on-page optimization. ∙Editorial calendar maintenance; coordinating content deadlines. ∙Competitive website audits for prospective B2B clients. ∙Internal briefings on trends; digital marketing developments.

∙Working with a team to analyze data and develop branding strategies. ∙Performing detailed SEO keyword analysis (Google AdWords + Keyword Planner).

Customer service working with residents, visitors, and staff at the University of Wisconsin-Madison.

∙Communicating with companies to advertise their products + services in print publications. ∙Building a client base with businesses, setting up meetings with potential clients, and presenting proposals.

In the spring semester of 2015, I continued my education at the University of Queensland, in Brisbane, Australia. I was accepted into UW-Madison's Study Abroad Program, which allowed me to become a full-time student at UQ. While abroad, I completed courses that corresponded with my TV/Film track in the School of Communication Arts.