When the world changed in 2021, most companies had to revamp social strategies overnight and figure out fresh ways to engage audiences with snackable content, educational information and other resources to build trust. This case study will share how one company revamped its visual storytelling approach and embraced video to deepen relationships, dispel information and put culture front and center.
Manager, Strategic Programming
Justin Joffe is the Manager of Strategic Programming at Ragan Communications. At Ragan, Joffe produces content and conference, webinar and workshop agendas including the company's annual Social Media Conference at Disney World. He currently contributes articles, including the publication's Daily Scoop. Joffe is also a freelance journalist and communications writer specializing in the arts and culture, media and technology, and ad tech beats. Before joining the Ragan team, Joffe worked for Muck Rack, PR News, and The Observer. Additionally, his writing has appeared in several publications including Vulture, Newsweek, Vice, Relix, Flaunt, and many more. You can find him on Twitter @joffaloff.
Green Buzz Agency
As Founder and Principal of Green Buzz Agency, Tod Plotkin oversees video content creation for iconic advertising campaigns and impactful online branded documentaries. Highlighted projects in his career have included executive producing Ad Council’s video content for the Love Has No Labels Campaign, as well as overseeing one of the most viewed branded documentaries distributed through Facebook. Tod has directed Green Buzz Agency to be a cutting-edge creative force in authentic storytelling. Tod is a leading voice in digital content. He speaks monthly at national conferences on digital video strategy for organizations like PR News, Public Relations Society of America and American Marketing Association. Tod is a six-time Emmy winner for best short format program and three-time Webby honoree
Senior Director, Content Strategy & Engagement, Corporate Affairs
Ellen Gerstein (she/her) is the Senior Director, Content Strategy & Engagement, Corporate Affairs for Pfizer, where she leads above-brand digital and social content strategy as a part of the company's global media relations and digital communications team. A leader with more than 20 years of delivering outstanding results, Gerstein is an accomplished marketer and communicator with a vast background in creating successful social media engagement and innovative marketing strategies. Prior to Pfizer, she held leadership positions at organizations in a diverse range of industries, including publishing, nonprofit and media. Her most cocktail party-conversation-worthy role was Wiley Publishing's head of global social media and "For Dummies" brand manager (yes, the yellow and black books).