Scaling a Customer-First Business Without Losing What Made It Special

Challenge:
THRIVE is a mission-driven nonprofit with ambitious goals and limited staff capacity, time and resources. The opportunity was not simply to recommend more marketing, but to understand what the organization was already doing and identify practical ways to strengthen communications and community engagement without creating systems the team could not sustain.

Outcome:
Provided leadership with an outside strategic perspective, new ideas and practical recommendations grounded in the organization’s mission, resources and limitations. This is best positioned as strategic advisory rather than a results-based implementation case study at this stage.

Challenge:
Tidewater Orthopaedics was preparing to open its third location in a new geographic market with established competition. The practice needed to build awareness, establish credibility and develop relationships in the new community while delivering a patient experience consistent with its existing reputation.

Outcome:
Tidewater Orthopaedics successfully opened its third location, expanding the growing medical practice into a new geographic area and increasing its ability to serve patients in that community.

Challenge:
As Newport News prepared for major budget and long-term planning decisions, engagement data showed a deeper challenge than simply increasing participation. Residents were willing to provide feedback, but there was uncertainty about whether their input meaningfully influenced City decisions. Traditional engagement also tended to reach residents already familiar with City processes, while others faced barriers involving access, time, language or familiarity with government.

Outcome:
The FY2025 budget survey exceeded its 1,000-response goal with 1,071 responses. The subsequent National Community Survey received 876 responses at a 95% confidence level (+/-6%); 38% of respondents identified as Black or African American, broadening representation compared with other recent City surveys. The framework also extended into continued budget dialogue and iNNoX.

Challenge:
Food Network selected Newport News as a filming location for The Great Food Truck Race, but competition rules prevented public promotion until five days before filming. The City had no paid advertising budget and needed to rapidly create awareness, drive in-person attendance, generate positive engagement and support real-world economic activity using organic social media.

Outcome:
With $0 in paid media, the campaign generated 397,906 organic impressions, 5,754 social interactions and 639 net new followers. Victory Landing recorded 1,400 visits (+1,400% year over year) and Port Warwick 877 visits (+620.8%). Show representatives reported record-breaking attendance and sales. The campaign received a PRSA Bronze Anvil Tactical Award for Social Media.