The headlines started almost immediately after the World Cup came to Kansas City:

“Small businesses say the World Cup isn’t bringing the sales they expected”

I don’t think that’s the World Cup’s fault. And I don’t think it’s the tourists’ fault either.

When I joined DM Injury Law as Social Media Manager, the firm had a limited and inconsistent social media presence across its primary platforms: Facebook and Instagram.

Posting was infrequent, and there was no clear strategy guiding which content should be created and why. Content decisions were largely reactive, and when posts did go live, they weren’t designed to drive meaningful engagement or sustained audience growth. They were the definition of “posting just to post.”

There was also no standardized workflow, no defined content pillars, and minimal performance tracking to guide improvement.

At its core, the problem wasn’t a lack of platforms or even a lack of content to share.

It was the absence of structure.

I spent a few days last week at Meltwater Summit 2026 in New York City, and I left with several pages of notes, a mild existential crisis about AI, and a very strong feeling that most brands are still approaching marketing like it’s 2021.

The referral came after I had successfully resolved large-scale account connectivity issues within a real estate brokerage environment.

The interior designer was experiencing technical challenges with her Facebook and Instagram accounts, specifically related to account ownership and connectivity. These issues were preventing her from managing her business presence effectively and limiting her ability to maintain consistent social media activity.

When I began working with Travel With Rove, the business was still in development.

The website, services, and booking workflows were being finalized behind the scenes. While those foundational pieces were under construction, there was an opportunity to begin building brand awareness through social media.

When I joined Better Homes and Gardens Real Estate Kansas City Homes, the marketing team supported a large network of real estate agents operating across multiple offices (as well as marketing for the company as a whole).

Agents frequently needed marketing support, but there was no centralized system for managing incoming requests or tracking project progress. Requests came in through emails, phone calls, texts, and in-person conversations, making it difficult to maintain visibility and ensure timely delivery.

In early 2025, I identified a major opportunity for DM Injury Law: the firm had strong brand equity but lacked a presence in the fast-growing creator economy. Drawing from prior agency experience building an influencer marketing service from scratch, I led the charge to introduce, manage, and scale DM’s first-ever influencer marketing program.

AmeriFloyd is a talented live Pink Floyd tribute band preparing for an upcoming ticketed performance in Kansas City. While the band had strong musical credibility and an existing audience, they lacked a centralized, strategic social presence that could drive awareness and ticket sales for upcoming shows as well as grow their existing regional audience. 

DM Law wanted to expand its marketing strategy beyond traditional digital campaigns by tapping into influencer marketing to:

• Increase brand awareness

• Improve sentiment and trust

• Grow social media presence

• Generate qualified leads and form fills

DM Injury Law (formerly known as DiPasquale Moore) is a personal injury law firm based in Kansas City, MO, with offices across Kansas, Missouri, Oklahoma, and Colorado. Personal injury law isn’t a “sexy” thing to market, especially on social media with big-name competitors like Morgan & Morgan and TopDog Law. 

Kansas City Homes is a long-established brand with roots in the KC housing market. But, despite brand recognition, their digital and social presence had become outdated and less effective in communicating with buyers, sellers, and agent recruits.