The Challenge

Promoting specialized training to international security professionals came with significant hurdles. We were working in a niche B2G (business-to-government) space with limited outreach opportunities, high sensitivity around content, and strict compliance restrictions.

The target audience—government and security departments—required messaging that was professional, confidential, and credible across multiple regulatory regions. At the same time, we needed to post consistently (three times a week) while balancing thought leadership, educational depth, and promotional clarity.

Early testing showed that LinkedIn and YouTube aligned best with our tone and audience, while platforms like Facebook, X (Twitter), and Instagram underperformed and were ultimately deprioritized.

The Goal

Our goal was to establish S2 University as a trusted educational source for security professionals around the world. We aimed to increase course enrollment, grow brand visibility, and make it easier for security departments, customs officers, and training partners to access expert-led resources on contraband detection and advanced screening tools—without compromising confidentiality or credibility.

We also wanted to integrate meaningful storytelling and real-world data (e.g., contraband seizures, heatmaps) to position the campaign as both informative and visually compelling.

My Role

I led this campaign from end to end, managing the strategy, creative direction, and content execution.

• Developed and executed a global social media strategy

• Designed branded content templates using Illustrator, InDesign, and Figma

• Managed post scheduling and analytics through Hootsuite

• Coordinated with external creators for timely content production

• Built long-form video pipelines for YouTube and Vimeo

• Maintained a consistent cadence of three strategic posts per week

• Collaborated across departments to ensure regulatory and brand alignment