2025
Transforming data into clear visual resources
View the media kit ↗
The Psychology Practice needed a media kit to introduce the clinic to potential media contacts and collaborators.
The data existed in fragmented and internally-oriented form across Meta Business Suite, LinkedIn Analytics, and YouTube Studio. Creating this media kit required deciding which numbers actually told a persuasive and accurate story to an external audience.
reach > engagement
Across platforms, reach consistently outperformed engagement rate (e.g., ~10,000–20,000 monthly reach on Instagram and Facebook against engagement rates as low as 0.01–0.33%).
The instinctive move would be to lead with engagement rate, since it is the more commonly cited "quality" metric. However, I chose to lead with reach instead, based on a behavioural read of the content category: mental health content is something people are often reluctant to publicly engage with, as liking or commenting discloses interest in a stigmatised topic, even when it genuinely resonates.
Reach and view-based metrics capture this silent consumption, while engagement-rate metrics structurally undercount it.
the output
A media kit built around this framing: audience reach and platform presence as the headline story, and engagement and demographic data as supporting depth.
Built as a reusable asset for ongoing media and partnership conversations, and not a one-off document.