CONTENT THAT CONNECTS FROM FIRST
CLICKS TO FOREVER HOMES
Nov 2023 – Present | Part-time Role | Content Strategy for Skarlotte Goldens
Purposeful breeding for loyal, loving companions.
Skarlotte Goldens is a premier English Cream Golden Retriever breeding program based in Texas, focused on raising healthy, well-tempered puppies with champion bloodlines. Their mission is to connect exceptional goldens with loving, forever homes.
I approach my work with Skarlotte Goldens with the following goals:
- To build trust and familiarity that turns interest into applications.
- To grow thoughtfully, with connection, not just numbers, as the goal.
- To ensure every piece of content supports both the user and the brand’s larger mission.
TURNING SOCIAL MEDIA INTO A BRIDGE BETWEEN FAMILIES AND PUPPIES
My initial focus working with Skarlotte Goldens was to manage the Instagram and Facebook accounts to foster growth and community building.
INITIAL BARRIERS + KPIs
1. Building from the ground up
A short time before I was brought in, Skarlotte Goldens Instagram account was hacked and lost, meaning that facilitating it’s growth to regain what was lost was going to be a Key Performance Indicator.
2. Market Saturation
With more than 2,000 other licensed breeders in the United States with thousands more operating without a license. Therefore determining how to make Skarlotte Goldens stand out was essential.
3. Navigating Negative Stereotypes
Navigating the lingering effects of the “Adopt, Don’t Shop” movement presented a unique challenge in building trust with our audience. Meaning I had to differentiate Skarlotte Goldens from the harmful stereotypes often associated with the breeding industry.
STRATEGIC RESPONSES
1. Building from the ground up
To recover from the loss of our original Instagram account, I prioritized content designed to attract non-followers while aligning our new presence with the continuity and trust established through our active Facebook page.
2. Market Saturation
Drawing from my background in visual design, I create a cohesive, polished visual identity for our online presence including building monthly themed campaigns that elevate the way our message is received and remembered.
3. Navigating Negative Stereotypes
I focus on elevating the brand through high quality storytelling of our values-driven approach. This presents itself in strategically scheduled and informative content that allows for transparency of relevant information, reinforcing the trustworthiness of Skarlotte Goldens.
IMPACT OF MY STRATEGY
REACH
Over 600K reached
Through monthly campaigns, daily posts, and targeted ad campaigns.
GROWTH
300% increase in followers
Across both Facebook and Instagram accounts.
ACTION
Nearly 400 new contacts
Reaching out to get more information about bringing home a puppy.
CONVERSIONS
Over 60 applications
From families that discovered Skarlotte Goldens through social media.
After my first year with Skarlotte Goldens, my role expanded to include:
- Development of a monthly newsletter.
- Update website’s Search Engine Optimization.
- Improve Google presence.
THE SKARLOTTE SPOTLIGHT
In January of 2025, I began to develop Skarlotte Golden’s monthly newsletter leading to a 1st of February launch date.
The Skarlotte Spotlight’s Performance:
• 20+ New subscribers each month
• 70% Open Rate
• 9% Click Through Rate
SEARCH ENGINE OPTIMIZATION
In November of 2024 I began to lead out an overhaul of our websites current SEO through:
1. Updated Keywords
2. Structured Markups to ensure AI scanning
3. Consistent Title Tags & Meta Descriptions
4. Organized Site Structure funnels potential customers
Resulting in:
• 89% New Visitor Rate
• 200% Increase in Google Search Impressions
• 80% Increase in applications with families finding us through a Search Engine
Through intentional strategy I helped transform Skarlotte Goldens’ digital presence into a trusted, community-focused platform, driving meaningful engagement, increased website traffic, and a steady flow of qualified puppy applications.