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, covering pet health, nutrition, and safety. Using Google Analytics and keyword research, I optimized 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.
