Social Media Strategy & Management
Platform-specific strategies across Instagram, Facebook, LinkedIn, TikTok, X, and YouTube. Monthly calendars, copywriting, publishing, community management, and performance reporting.
Philadelphia · Est. 2019 · Portfolio 2026
Strategy that
performs.
Presence that converts.
We build digital presences for brands that refuse to blend in. Social strategy, luxury content production, paid media, email, and fractional CMO leadership for businesses ready to grow with intention.
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The Studio
We build brands that stop the scroll and stay on your mind.
The brands that stand out are the ones that know exactly who they are, who they serve, and how to say it with precision. Reel Media brings together strategic insight, editorial-grade creative, and a working understanding of audience psychology to build content ecosystems that earn both attention and trust.
Thirteen years behind the camera and in the strategy seat taught me that creativity without data is decoration, and data without craft is noise. Every image, caption, and campaign is built to do one job: position you as the obvious choice in your category and convert curiosity into long-term loyalty.
This is not about keeping up with the noise. It is about setting the tone, owning the conversation, and building influence that lasts.
Shelby Ricci
Founder & CEO, Reel Media Agency
By the numbers · Active client portfolio
Figures reflect verified performance across active engagements over the most recent reporting periods.
- 6.5M+
- Views generated across client channels
- 13
- Active client partnerships across seven industries
- 250K+
- Interactions driven through organic content
- 5 yrs
- Average tenure of our longest-running partnerships
What we do
Every service built around one outcome: growth that compounds.
Six disciplines, one operating system. Engagements are scoped as a full ecosystem or a single lane, but they are always run by the same senior team.
Content Creation
Luxury-level photography, cinematic video production, FPV drone work, and short-form editing. On-location shoots, creative direction, and a visual system built to scale past a single campaign.
Paid Media
Full-funnel campaign management across Meta, Google, LinkedIn, Spotify, Reddit, and streaming TV. Strategy, execution, testing, optimization, and custom Looker Studio reporting.
Email Marketing
Strategy, copywriting, design, segmentation, and deployment. From welcome sequences and deliverability setup to weekly newsletters built to nurture and convert.
Fractional CMO
Senior marketing leadership without the full-time hire. Strategic direction, team enablement, cross-channel oversight, brand governance, and executive-level reporting.
Brand Strategy & Positioning
Voice development, messaging architecture, visual direction, and competitive positioning. The foundation everything else stands on.
Selected work
Real numbers. Real growth.
Founded in 2019 and serving thirteen active clients across hospitality, healthcare, aviation, music, CPG, real estate, and veteran services. Every engagement starts with strategy and ends with proof.
Multi-Market Property Management Company
Over the past year we partnered with a property management company expanding into new markets to build a structured, results-driven digital foundation. We led social strategy, content creation, account management, and paid media oversight across Meta, Google, LinkedIn, Reddit, and streaming TV, while supporting brand positioning, content systems, and multi-market expansion strategy.
- Clarified brand voice around professionalism, trust, and long-term thinking across every platform
- Built platform-specific strategies for Instagram, Facebook, LinkedIn, TikTok, and YouTube
- Shifted visual direction toward real properties, real people, and real moments
- Integrated partner visibility and multi-market storytelling into expansion efforts
- Provided strategic oversight on paid ad structure and lead-generation campaigns
+26,872Net followers added · 50,778 total
3.1MTotal views · +282% period over period
119,214Interactions · 17.75% avg engagement
827Posts published across platforms
PhillyMedClub
A multi-year partnership building a credible, patient-ready brand across Instagram and Facebook. The work centers on building on the trust the practice has earned, producing consistently high-quality content, and maintaining an educational presence that reflects the level of care behind the practice.
- Refined brand voice to balance clinical expertise with approachability
- Built a structured content system around education, treatment awareness, and patient storytelling
- Established a clean, professional, modern visual standard across every asset
- Prioritized digestible content that builds confidence and supports conversion without pressure
2.2M+Combined views · Instagram + Facebook
701KInstagram reach · +1,200% period over period
134.7KInstagram interactions · +100% growth
16,400Facebook link clicks
Live from the feed · @phillymedclub
Open the account ↗
A 40-Year Diversified Aviation Group
Reel Media serves as strategic marketing partner to a four-decade aviation company operating six service lines: emergency air medical transport, VIP charter, aerial production, electronic news gathering, utility operations, and aircraft maintenance. The engagement spans fractional CMO leadership, brand architecture, social strategy, measurement infrastructure, and paid media direction. Client name withheld by agreement.
- Branded-house architecture with a dual-register voice: mission-critical on LinkedIn, luxury and lifestyle on Instagram
- Full measurement infrastructure buildout across GA4, GTM, Search Console, Meta Pixel, and LinkedIn Insight Tag
- Platform-specific content strategy at twelve posts per month per platform
- Employee advocacy activation across eight to twelve team members
- Referral program design and implementation
- Air-to-air photo shoot coordination and creative direction
6Service lines under one brand architecture
24Strategic posts per month across platforms
5Measurement platforms instrumented
2028Long-runway global event positioning play
The Twisted Tail
A multi-concept venue in Philadelphia's Headhouse Square combining Southern cuisine, live music, and a nationally recognized whiskey program. We manage organic social, email marketing, content strategy, and paid media oversight, positioning the brand across five content pillars with a distinct tone for each.
- Multi-pillar content strategy across food, whiskey, live music, events, and late night
- Weekly email marketing driving event attendance and reservations
- Community engagement and Facebook group strategy
- Event-specific campaigns including Whiskey Bonanza, Restaurant Week, and seasonal programming
- Collaboration outreach, partnership development, and paid media oversight
11.4KInstagram community built organically
330.9KFacebook reach · 140K impressions
39%Average email open rate
1,000+New email contacts added each year
Live from the feed · @twistedtailphl
Open the account ↗
Flour and Oats Artisan Cookies
A small-batch artisan cookie company in Chester Springs, Pennsylvania. We manage organic social strategy, product and lifestyle photography, email marketing, and graphic design, building a visually cohesive brand that drives storefront traffic and supports wholesale growth.
- Professional product photography across seasonal collections, in-store, and lifestyle
- Monthly scone graphic design for in-store and digital use
- Organic social management on Instagram and Facebook with local group strategy
- Monthly email marketing for promotions, seasonal launches, and retention
- Content calendar aligned to seasonal product cycles and local events
+312%Increase in reach
44K+Organic impressions
+3.26%Average follower growth rate
Live from the feed · @flourandoats
Open the account ↗Solid Bass Records
An independent record label focused on alternative, experimental, and punk-adjacent music. We run a multi-platform paid strategy across Spotify, Reddit, and Meta alongside organic content strategy, website UX improvements, and artist release campaigns. The work drives both label audience growth and direct vinyl sales.
- Spotify advertising with prospecting and sales campaigns targeting music communities
- Reddit ads using community-based targeting across genre-specific subreddits
- Website UX audit and navigation overhaul to increase vinyl page traffic
- Artist release campaigns with coordinated ad pushes
- Custom reporting and analytics tracking across every paid channel
225K+Users reached in a single month across Reddit and Meta
3,665Ad clicks and event page views driven in one month
+29%Site views month over month, with paid social sessions up 11.8%
Live from the feed · @solidbassrecords_
Open the account ↗
Boutique Hotel Collection
A hospitality brand with a genuinely elevated guest experience and an appetite to match it online. We built a cohesive visual identity, curated storytelling-driven content, and layered in travel creator collaborations to extend reach and credibility with the audiences that mattered most.
- Cohesive visual identity built on brand color and a consistent editorial aesthetic
- Premium content strategy centered on the guest experience rather than amenities lists
- Influencer and travel creator partnerships to expand qualified visibility
- TikTok positioning around location, service, and boutique-level detail
+148%Organic growth in under a year
631Net new highly relevant followers
188K+Organic impressions delivered
Performing Arts School
A studio with real energy in the room and a fast-growing community online. Over a focused five-month sprint we sharpened the brand identity, moved beyond class promotion into culture storytelling, and turned the channels into a hub for aspiring dancers and their families.
- Built a bold, cohesive visual system across the feed
- Content planning that celebrated student milestones and built emotional resonance
- Targeted campaigns and interactive content to activate the parent community
+132.7%Follower growth in five months
+445.6%Engagement increase
+35%Link clicks driving enrollment inquiries
1 Source Medical DME · OnLux
A veteran advocacy and durable medical equipment company helping eligible veterans request red light therapy devices through their VA care team. We built the marketing and lead operations infrastructure to match the scale of the mission: a unified CRM pipeline, a compliance-safe messaging framework, source attribution across every channel, and a same-day response cadence for every veteran who reaches out.
- Designed and implemented a full lead operations pipeline in HubSpot with Quo integration
- Created a compliance-safe messaging framework for medical device and VA reimbursement marketing
- Built a veteran testimonial content pipeline with consent and release documentation
- Launched Meta ads with veteran-specific targeting and real testimonial creative
- Channel testing across Meta and connected TV, with budget concentrated on the strongest direct-response performer
- Developed a Lead Communication SOP with a same-day response cadence
142Leads generated in a single month
Same dayResponse cadence on every inbound lead
+625%Instagram engagement growth
+583%Facebook page views growth
The lead engine
Every inquiry now lands in a single HubSpot pipeline with an automated branded auto-response, a same-day contact cadence, structured follow-up, and full source attribution across paid, organic, and referral.
The result is a lead operation the team can actually run: clear ownership, measurable channels, and a documented SOP that keeps response times consistent as volume grows.
Live from the feed · @onluxveteranrelief
Open the account ↗Barley Tea
An infused beverage brand sold through Amazon and Whole Foods that grew from farmers market roots into national retail distribution. We manage organic social strategy, professional lifestyle photography, content planning, and community building through Facebook groups and local partnerships, with paid awareness now launching on product photography we shot on location.
- Organic social strategy and management across Instagram and Facebook
- Professional product and lifestyle photography shot on location
- Paid media strategy development with awareness ads launching on compliant product creative
- Community engagement and Facebook group strategy
- Brand partnership development across Philly Sip Club, Alt Bev Expo, and Whole Foods scheduling
- Content strategy aligned to retail distribution milestones and seasonal moments
Live from the feed · @barleyteatime
Open the account ↗Foundation Email Program Launch
A foundation launching its first public email program needed the entire stack stood up correctly the first time. We built the subscriber path, authenticated the sending domain, and designed a template system that holds up across inboxes.
- Platform selection and native website-to-email integration without middleware cost
- Sending domain authentication with SPF, DKIM, and CNAME records
- Segmentation architecture planned from day one rather than retrofitted
- Template design hardened for dark-mode rendering across mobile inboxes
Paid media
Campaigns that feel organic and perform like a sales floor.
Full-funnel strategy, creative built for placement, and reporting that ties every channel to real business outcomes rather than vanity metrics.
Luxury Hotel · Puerto Rico
Fairmont Property Campaign Suite
Eighteen campaigns built on offer-specific messaging with retargeting, lookalike, and interest audiences, plus comprehensive A/B testing.
- Impressions
- 4,179,316
- Campaigns launched
- 18
- Audience strategy
- Retarget + lookalike
Luxury Hotel · Los Angeles
Sofitel LA Conversion Sprint
A tightly scoped eleven-day Meta campaign built to convert high-intent travelers rather than accumulate reach.
- Video views
- 18,216
- Conversions
- 167
- Campaign window
- 11 days
Restaurant · Google Ads
Good Ground Tavern
Search-led acquisition built around local intent, with creative and landing guidance to protect conversion rate.
- Link click growth
- +935.1%
- Reach
- 44,903
- Channel
- Google Search
Luxury Travel · US Market Entry
Travel Concierge Launch
A Mexico-based travel agency entering the US market. We led strategy alongside their in-house and local teams across Google, Meta, and website content.
- Starting US presence
- Zero
- Engaged sessions
- 5,000+
- Time to result
- 3 months
B2C Service · National
National Moving Company
We stood up a full measurement foundation across three ad platforms and two websites before launching a single campaign, so every lead could be traced to the channel that produced it.
- Platforms instrumented
- 3
- Lead capture
- Automated
- Attribution
- Meta + Google
Independent Label · Spotify + Reddit + Meta
Solid Bass Records
Genre-community prospecting on Reddit, streaming placements on Spotify, and Meta event awareness — paired with a UX overhaul that shortened the path to the vinyl catalog.
- Reddit users reached
- 205,751
- Ad clicks
- 2,293
- Site views
- +29.0%
Inside one month · Solid Bass Records · July 2026
Three paid channels run in parallel against one goal: get genre-native listeners to the vinyl catalog and to live events. Every number below comes straight from the July performance report.
Reddit · Prospecting
- Users reached
- 205,751
- Ad clicks
- 2,293
- Targeting
- Genre-native subreddits
Meta · ArtYard Awareness
- Users reached
- 20,144
- Event page views
- 1,372
- Objective
- Live event awareness
Site impact · GA4
- Active users
- 1.6K +26.8%
- Views
- 1.8K +29.0%
- Sessions from paid social
- 699 +11.8%
The craft
Photography, video, and campaign creative produced in-house.
Restaurants, hospitality, medical, retail, CPG, and luxury service brands. The full body of work lives on our production feed, updated as we shoot it.
How we work
Three phases. No mystery about where your brand stands.
Bi-weekly or monthly strategy calls go deep on analytics, progress, and goals. Between meetings we are a Slack message away.
01 · Discover
Get crystal clear
Growth goals, audience profiles, and success metrics. We dig into what makes the business different and pinpoint the opportunities that actually move the needle.
02 · Strategy
Design the system
A fully integrated plan across organic social, paid, email, and content production. Every move is backed by data and built to attract, convert, and retain.
03 · Execution
Execute and report
High-performing campaigns, elevated creative, and hands-on management. Each month you receive detailed reporting with results, insight, and the next set of moves.
Always on
Concierge attention
Every brand receives the same senior-level attention regardless of size or stage. Quality over volume, on every single asset.
Receipts included
What partners say.
“Shelby is creative, responsive, dependable, and has great time management. She is always on top of what's coming next for the season, and knows how to translate our crazy restaurant ideas into branded experiences to market to our guests.”
“Shelby has helped our jewelry e-commerce company tremendously over the years. From editorial shoots to social media content she has been so easy to work with and super accommodating. Highly recommend her services to help build your brand vision.”
“Great experience with Reel Media. Shelby is very professional and easy to communicate with. I highly recommend.”
Who we work with
Different categories. Same standard.
We specialize in brands where perception is part of the product, and where the digital presence has to match the standard the business already operates at in person.
RestaurantsHospitality & HotelsAviation & CharterMed Spas & AestheticsProperty ManagementLuxury BrandsArtisan RetailMusic & EntertainmentCPG & BeverageVeteran ServicesNonprofits & FoundationsWeddings & EventsTravel & ConciergeCreatives
Start here
The Marketing & Growth Roadmap.
You are already doing the work. Posting, spending, answering inquiries. What you do not have is a straight answer on which of it is actually producing bookings, and which of it is habit.
One month, one engagement. We audit everything that touches how people find you and decide about you, then build the strategy that tells you exactly what to do next and in what order.
- Timeline
- One month
- Best for
- Established brands already marketing
- Includes
- Full audit + complete strategy
- Ends with
- Findings report + strategy review
Sound familiar?
- 01You are posting consistently and still cannot say which posts brought in money.
- 02Inquiries come in, and what happens next depends on who checks the inbox.
- 03Ad budget goes out every month and no report ties it to an actual booking.
- 04Someone searches your name and finds three versions of your information.
- 05Competitors you know you are better than keep showing up above you.
- 06Past guests loved you, left, and never heard from you again.
None of that is a content problem. It is a system problem, and a system problem is diagnosable. That is what this month is for.
Discovery & assessment
What we audit
Every place people find you
Full audit of Google Business Profile, TripAdvisor, Bing Places, Yelp, Apple Maps, and other key directories, checked for accuracy, consistency, and completeness. Includes readiness for AI-driven search: Google AI Overviews, ChatGPT, Gemini, and Perplexity.
Owning your own name
Branded and non-branded search performance assessed, plus a diagnosis of any name confusion sending your searches elsewhere. You get the content and structural fixes that reinforce your identity online.
Numbers you can trust
Review of analytics and tracking across GA4, Tag Manager, Search Console, and platform pixels, so the figures in your reports reflect what is actually happening on your site and in your funnel.
What the data already says
Review of current ad accounts and platform allocation to identify what is working, what is underperforming, and where the gaps are. No new budget or platform recommendations until the data supports them.
Every path an inquiry can take
Review of the current inquiry, reservation, and follow-up workflow, then lightweight tools for post-visit automation: photo collection, review requests, and staying in touch with past guests, without losing the personal touch that got you here.
The quiet months and the returning guest
Assessment of your shoulder-season strategy and specialty programs, plus the email and text re-engagement and early-booking incentives that turn a past guest into a booked one.
The strategy itself
Nine components
Growth alignment
We ground the strategy in your actual business model: revenue drivers, customer acquisition paths, current constraints, internal resources, and short and long term growth goals. Social is positioned as one part of a larger system, not an isolated channel.
Narrative architecture
A deep review of brand voice, tone, values, visual language, and public-facing narrative. We identify where messaging is clear, where it is diluted, and where it is unintentionally misaligned with how your audience actually evaluates trust and credibility.
Behavioral mapping
Detailed audience profiles accounting for emotional drivers, hesitations, decision-making patterns, and real-world context, plus how people move from awareness to consideration to action, and which content removes friction rather than adding noise.
Market analysis
An in-depth assessment of competitors, adjacent solutions, and the alternatives your audience is comparing you against. It goes past social presence into positioning, messaging patterns, credibility signals, and the strategic gaps you can occupy.
Channel strategy
Each platform is evaluated independently and then in relation to the larger ecosystem. We define what each one is responsible for accomplishing, how it supports the others, and what type of content belongs where.
Messaging systems
Clear content pillars supported by frameworks that dictate what you talk about, how often, and why: educational lanes, proof-based narratives, human connection points, and authority-building themes. Consistency without repetition, clarity without oversimplification.
Relationship strategy
Engagement is treated as a strategic function, not a reactive task. We define how your brand participates in conversations, responds to inbound interest, builds familiarity, and reinforces trust over time, including tone, boundaries, and which interactions to prioritize.
Success indicators
We determine what success actually means for your business at this stage: which metrics matter, which are contextual, and which are distractions. Measurement is aligned to real outcomes, not vanity indicators.
Strategic phasing
The strategy concludes with a clear roadmap for how insight translates into action: sequenced priorities, early focus areas, and a realistic pace for implementation that protects quality and sustainability.
Deliverables
What you walk away with:
- ✓ A comprehensive findings report
- ✓ Prioritized recommendations based on impact and effort
- ✓ Estimated implementation costs and timelines
- ✓ Recommended sequencing for each initiative
- ✓ ROI-focused guidance to inform investment decisions
- ✓ A 90-minute strategy review to walk through findings and next steps
Where it leads
Implementation is scoped once the findings are in, in whichever lanes the roadmap says to move first.
- Social strategy & management
- Content production
- Paid media
- Email & lifecycle
- Brand & positioning
- Fractional CMO
Let's find out where it is leaking.
Book a discovery call ↗
Let's work together
Ready to build a presence that performs?
Start with a free discovery call. No pitch decks, no pressure. We will tell you what we would do first and why.