JK EXECUTIVE STRATEGIES • CASE STUDY
From Rochester Roots to National Reach
JK Executive Strategies built its reputation in Rochester. We helped build the visibility, authority and digital presence to take that reputation far beyond it.
SEO STRATEGY
THOUGHT LEADERSHIP
SOCIAL MEDIA
The
Brand
JK Executive Strategies is an executive and professional search firm 🔎 helping organizations find the right people to lead and grow their businesses.
They had already built a strong reputation in Rochester through relationships, referrals and years of delivering for their clients.
But their digital presence didn't reflect the strength of the business behind it.
The
Challenge
JK had a strong reputation in Rochester, but very little digital visibility outside of the relationships they had already built.
Despite operating in executive search and recruiting, JK was nowhere to be found 🫣 for many of the Google searches potential clients were making.
Their market presence was also concentrated primarily in Rochester, limiting their ability to reach organizations and decision-makers in new markets.
And while CEO Jill Knittel had years of experience, perspective and industry knowledge worth sharing, there was an opportunity to build a much larger platform around 🗣️ her voice and 🧠 thought leadership.
Our
Approach
JK didn't need to become better at what they did. They needed more people to know how good they already were.
What started as a Rochester-based firm built largely through 🤝 relationships and referrals has become a company with a growing 📱 digital presence reaching far beyond its home market.
Today, JK ranks in the Top 3 on Google for key search terms in both Rochester and Buffalo, has built a significantly larger professional audience on LinkedIn and has established its CEO as a recognizable voice in the industry.
Their roots are still in Rochester. Their reach no longer has to be.
The
Strategy
We built visibility around both the business and the people behind it.
Instead of relying solely on relationships and referrals, we created a strategy designed to make JK discoverable wherever potential clients and candidates were looking. 👀
That meant building a strategy around three things:
CONTENT THAT FEELS HUMAN
We traded overly polished, traditional brand content for social-first videos built around personality, humor, trends and the people behind Bill Gray’s.
6,907
6
35
162
18
PARTNER WITH INFLUENCERS
Rather than simply paying for exposure, we created collaborations that felt natural to both the creator and the Bill Gray’s brand.
51.4K
44
578
2,005
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ORGANIC SOCIAL FOR PAID ADS
When content connected organically, we put paid media behind it.
Strategic Meta campaigns allowed us to take our strongest creative and intentionally put it in front of younger audiences, turning great content into greater reach.
The Results
🏆
Top 3
Ranking on Google for their key terms
🚀
159%
Increase in
Instagram reach
👍🏻
237%
Increase in Instagram Interactions
Being great at what you do only gets you so far if the people looking for you can't find you.
By combining SEO, social media and executive thought leadership, we helped JK Executive Strategies build visibility beyond its home market and create a digital presence capable of reaching organizations across the country.