Client
New Honor Society
Type of Work
Account Management
Overview
As the Account Manager at New Honor Society, I spearheaded a comprehensive brand elevation project for Proficient Chiropractic, the largest chiropractic business in St. Louis dedicated to serving the Black community. Despite 17 years of experience, the business faced significant cultural barriers, including a deep-seated distrust in the healthcare system and misconceptions regarding the legitimacy of chiropractic care. My role was to lead a multi-disciplinary team to transform these challenges into a high-impact digital presence. I managed the end-to-end project lifecycle, ensuring that our strategic and creative outputs resonated with the "Carry-All" audience: middle-aged Black adults who are the pillars of their families and communities.
The Ask
Craft brand standards, social media playbook and professional video assets to elevate Proficient Chiropractic’s brand identity on Instagram and Facebook, shifting the narrative from "accident recovery" to "holistic community education."
The Strategy
Working closely with our strategist, I helped define a brand identity rooted in oneness, community, and education. We identified that to build trust, our messaging had to move beyond clinical facts to become genuine, respectful, and relatable. By positioning chiropractic care as a tool for "staying present" for one's family, we aimed to overcome systemic medical distrust and reposition preventive care as an act of strength.
Briefing
I partnered directly with the project strategist to co-author the Creative Brief, which served as the team's North Star. By synthesizing client background and audience psychographics, we defined the core objective: educating the community on life-changing benefits while dismantling specific myths like "chiropractors break bones." I then presented this brief to the creative team, to kick off the project, ensuring every member understood the client ask and insights.
Project Orchestration
Client Communication: Facilitated all client communication, including a Q&A session after receiving the intial ask. Internal Quality Control: Leading mulitple rounds of internal reviews. Creative Development: Managing the workflow between the Art Director and Copywriter to ensure brand consistency. Production Oversight: Coordinating with the Video Producer for on-site shoots and managing the intake of footage and animations.
Media Planning
Beyond creative management, I provided the client with a tiered Media Plan, outlining monthly spend levels ranging from $500 to over $5,000. I educated the client on small business marketing benchmarks—typically 7-10% of gross revenue—to justify our recommendations for paid media spend on Meta and Google.
