@Rebecca_Robbins_Coaching

@Rebecca_Robbins_Coaching

Vix Walker opened Penjoyment in 2017 and has been working to grow their online community since. We worked to build a campaign that highlights them as a trauma-informed and queer-friendly tattoo artist.

We also aimed to secure Vix’s place as an emerging thought leader in the tattoo industry through social media, key partnerships, and media placements.

Client Ask


The client came to me for help creating a campaign plan that aimed to build credibility and introduce herself as a thought leader in the ADHD space. She wanted to improve her presence on social and integrate herself into the “ADHD Tok” community. We set two goals. 

  1. Build Credibility 

  2. Build Community

Our Strategy

For this campaign, we utilized social media to build credibility and community. Followers never equal customers 1 to 1, so our focus strayed from traditional follower numbers to focus on more follower engagement. 

We began with a thorough competitor analysis and the identification of our target audiences and their emotional drivers. Together, we identified these target audiences to be 

  1. Young ADHD professionals 

  2. High school and college students 

  3. Parents of struggling students 

  4. ADHD teachers 


We identified that for many of these groups, the emotional drivers behind their actions were fear and feeling misunderstood. For this reason, we knew that education and community building would be an important part of reaching our key public. We aimed to provide education on how the ADHD brain functions and how to manage your own ADHD, but we also wanted to extend beyond that to include others in the ADHD support network. We accomplished this by working to engage and educate teachers, parents, and partners as well. 

​We built credibility through educational content that leveraged the client's theater background to also entertain. By making educational content in an interesting and unique style, the client defined themselves as an individual in the space and proved that their experience and training has made way for valuable tips and tricks. Though we didn't utilize traditional thought leadership strategies, the client was still established as a thought leader. It is important to meet key audiences where they are, and for the client that was on TikTok. 

Our focus on building engagement and community was especially important to show potential patients that the client could both relate and educate them in a way that makes sense to the ADHD brain. For this reason, we also focused on creating funny and relatable ADHD content and memes. We also employed a “trend-jacking” strategy for Tik Tok, making sure to use popular sounds and trending formats. This focus on community building will in time lead to more partnership opportunities, which in-turn increase business. 

View Sample PR Plan

Please note: Due to confidentiality reasions, I am not able to post all of my worksamples. If you would like to see additional samples with redacted information please feel free to reach out.