Josh
Matthews
Content Creator
Digital Marketer
Reporter
Researcher
Digital Marketing
As part of the newsletter team, I supported strategy execution and helped drive audience growth and digital subscriptions across the Columbia and Myrtle Beach markets. This role combined cross-functional collaboration with performance-based content creation and community engagement.
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Newsletter Production & Collaboration: I worked closely with the newsroom and marketing teams to develop high-performing, conversion-focused newsletter content. This included contributing to the creation of engaging editorial pieces, contests, and digital marketing campaigns that resonated with our target audiences.
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Audience Engagement & Brand Representation: I assisted in executing targeted lead generation campaigns and represented the brand at local events to help grow awareness and digital subscriptions. These efforts connected our digital presence with real-world audiences, building trust and visibility.
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Data-Informed Optimization: I regularly reviewed performance data to help refine content, improve subscriber journeys, and support list health. By using analytics tools, I contributed to ongoing improvements in newsletter effectiveness, including better open and click-through rates.
This role deepened my experience in newsletter publishing, digital marketing, and audience development—while reinforcing the importance of collaboration and data-driven content strategy in a modern newsroom environment.
14K views on TikTok
500+ leads in just one month
As a passion project I started conducting research and reporting on the greater media landscape, specifically consumer insights across linear broadcasting and streaming. I created this digital presence as a part of that effort:
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Comprehensive Research: I conducted and compiled in-depth research on the streaming industry, examining key success metrics such as viewership trends and subscriber churn rates. This analysis provided valuable insights into the factors driving success in this rapidly evolving landscape.
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Content Creation on TikTok: To promote my research findings, I created and managed engaging content on TikTok. This not only increased audience awareness but also honed my skills in effective social media content creation, learning the platform's algorithm.
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Conference Presentation: I presented my insights on the competitive landscape of streaming services at the BEA On-Location conference in Atlanta, GA. My presentation emphasized the predominance of acquired content over original programming, contributing to a deeper understanding of market dynamics.
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Newsletter: As part of StreamScoop's coverage I created a FREE newsletter, allowing me to use my insights and knowledge to create comprehensive and digestible streaming articles, alongside fun data analysis.
Through consistent branding and strategic content creation, I have successfully navigated the competitive TikTok algorithm, particularly within the nerd and entertainment niches. My page has experienced significant growth, accumulating over 42,000 likes. My newsletter has also seen organic growth since its launch, with nearly 400 multi-platform subscribers.
Article types(each hyperlinked):
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In my role, I play a crucial part in enhancing the online presence and marketing strategies of my department. My key responsibilities included:
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Website Management: I managed the department's website using the OmniUpdate content management system(CMS). This involveD creating new web pages and performing regular updates to ensure our content is engaging.
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Digital Marketing Materials: I produced a variety of digital marketing materials, including promotional content, visual assets, and multimedia content tailored for both web and social media platforms. My focus was on crafting materials that resonate with our audience and effectively communicate our initiatives.
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Team Leadership: I directed a talented team of creatives to develop and implement our department's marketing strategy. This includes managing our social media channels, creating compelling content, and ensuring brand consistency across all platforms.
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Market Research: I conducted market research on higher education trends, which informed our strategies and helps us identify photo and video assets that enhance our marketing materials.
A notable achievement during my tenure has been the significant growth of the UofSC Wellbeing page. Through the consolidation of social media presence from various departments onto our platform, we experienced a remarkable increase in engagement. The page reached a total of 31,000 accounts, garnered over 6,000 unique interactions, and added 1,700 new followers in just a few months.
In my role at Chick-Fil-A, I was dedicated to upholding the company's commitment to excellent service while implementing innovative marketing strategies. My key responsibilities and achievements included:
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Commitment to Service Excellence: I maintained high standards of cleanliness and organization, ensuring food safety and quality. I contributed to a positive and welcoming customer experience by embodying the core values of Chick-Fil-A's brand.
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Strategic Advertising Campaigns: I developed and implemented strategic and inventive advertising campaigns aimed at driving customer acquisition. This involved creating and executing weekly drive-thru marketing events and producing engaging social media content for our audience.
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Graphic Design and Branding: I designed graphics for signage and social media, promoting drive-thru and promotional events while adhering to Chick-Fil-A's branding standards. This ensured a cohesive and recognizable brand presence across all platforms.
One of my notable initiatives, the Chari-TEA Campaign, led to a remarkable 250% rise in Gallon Tea sales, with overall store interactions increasing by 27%. The campaign's success is reflected in the following metrics:
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Facebook:
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Reach increased by 56%, Engagement increased by 64%
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Instagram:
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Reach increased by 58%, Engagement increased by 200%
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As part of my Graduate program, I developed a comprehensive Integrated Marketing Communications (IMC) plan designed for a campaign aimed at a real-world client preparing to launch a new energy drink product. This project allowed me to combine research, analytical techniques, and creative skills in a practical setting.
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Market Analysis: I conducted in-depth market analysis to identify target demographics, evaluate the competitive landscape, and formulate strategic messaging. This foundational research was critical in shaping our approach and ensuring that the campaign would resonate with the intended audience.
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Collaborative Ideation: Working closely with team members, brainstorming and developing innovative marketing tactics that leveraged both digital platforms and traditional media. Our goal was to maximize impact and engagement across multiple channels.
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Creative Leadership: I spearheaded the creative efforts of the project, guiding the development of visual and written content that aligned with our strategic objectives. My focus was on crafting a compelling narrative that would effectively communicate the brand's message and attract consumers.
This IMC plan not only honed my skills in marketing strategy and creativity but also provided valuable experience in collaboration and project management within a team environment.
Personal Tik Tok
It took me about six months to learn the Tik Tok algorithm before my content began to rotate well on the app. I learned how to monitor the changes and trends in particular niches(mostly comic book and entertainment-based). I've been able to amass over two million likes in only a year and a half.
As of late, I've been creating infographics and posting them utilizing various filters and sounds, and the posts have received a good amount of exposure.
My superhero multiversal maps caught a lot of attention on Tik Tok and resulted in nearly ten thousand PDF downloads.
Reporting/Research
Digital Infographics
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BEA On-Location
Conference program
• Collaborated with a Graduate Professor to plan and execute an on-campus conference dedicated to Augmented Reality, Virtual Reality, and 360° video for the BEA On-Location Conference (Broadcast Education Association).
• Spearheaded the design of the conference brochure, encompassing advertising, program schedule, and university marketing materials.
• Generated digital content and crafted physical signage to enhance the event's overall presentation and engagement.
• Set up and run a VR Room, which allowed academics, professionals, and students to utilize the innovative technology. Worked as an ambassador for both the school and the BEA organization, while guiding participants through technological issues.