MSPCA-Angell

The MSPCA-Angell marketing team set out to bring all creative in-house, and I was hired as their first full-time marketing content writer and editor. My work spanned everything from digital Google ads and billboards to long-form copy for Companion, the hospital’s donor magazine.

I also launched The Pet Corner, the hospital’s first public-facing blog, which covers pet health, nutrition, and safety. Using Google Analytics and keyword research, I optimized the content to improve SEO rankings.

To strengthen brand awareness and connect with pet owners, I created the MSPCA-Angell’s first-ever monthly marketing newsletter in February 2024. Featuring blog content, staff interviews, and hospital highlights, it quickly outperformed expectations. The email had an open rate of over 50% (compared to the industry average of 17%-28%) and a click-through rate of 3.14% — far surpassing the 2023 M+R animal welfare benchmark of 0.42%. By the end of 2024, this newsletter had generated more donations than the organization’s weekly fundraising emails.

To further elevate MSPCA-Angell’s brand visibility and deepen client engagement, I conceived and launched the nonprofit’s first-ever line of branded merchandise, sold through an online storefront. A standout success has been our custom take on the iconic LLBean-style slogan tote, featuring playful, pet-themed phrases like “Treat Tote,” “Dog Mom,” “Cat Dad,” “All the Treats,” and “Fur Real.”