Michael MacLennan

• **2+ Million ** — Views in Two Weeks
• **100,000+ ** — Cross-platform Launch Engagement
• Over 40% — LinkedIn Engage

A £3 billion multi-year regeneration program required a communications strategy capable of serving fundamentally competing audiences simultaneously: an emotionally invested football fanbase, local residents with legitimate concerns, institutional investors, and national political stakeholders—all in a high-scrutiny public environment.

I reframed communications away from a sports-first narrative toward a broader place-based story centred on jobs, skills, housing, and community benefit. I designed the overarching social and digital strategy from the ground up, establishing audience segmentation, tone-of-voice guidance, partner amplification models, and governance frameworks. I also built crisis protocols, moderation standards, and escalation procedures to ensure the program could operate credibly under sustained public and media attention across multiple delivery partners.

Flagship launch delivered over two million views and more than 100,000 engagements in two weeks, with LinkedIn engagement rates sustained above 40%. I established the program as credible and community-facing from launch.

• 3 Audience Streams — Fully Segmented Communications Architecture Delivered
• 750+ Members — Scale of Membership Reached Through Launch Campaign

Scotland’s national membership body for voluntary sector leadership needed to launch a five-year organizational strategy that felt genuinely inclusive rather than top-down. The audience was fragmented: existing members, prospective members, and sector stakeholders each required distinct messaging, tone, and calls to action—with no single approach serving all three.

I developed a fully segmented communications architecture with separate streams for each audience group. I also delivered social media assets, email campaigns, press materials, webinar scripts, and event frameworks tailored to each segment. Working closely with the executive team and board, I ensured the tone and language reflected the organization’s values rather than generic strategy-announcement copy. Finally, I produced a post-launch media and content pipeline to sustain momentum beyond the conference.

The launch was described as extremely well-received across all audience groups. Member feedback indicated genuine involvement in the direction of travel. Prospective members were given clear, credible pathways to join.

• 37-page Report — Delivered to the Board
• **10+ ** — Options Assessed
• **2,000 ** — Athletes Served

A national Paralympic organization needed to select a digital platform to host a newly launched athlete community spanning over 1,800 current and former Paralympians. The platform had to meet strict accessibility standards, fit within tight budget constraints, and serve an athlete cohort with highly varied digital familiarity and physical accessibility needs across a 65-year age range.

I conducted an independent evaluation covering over 10 platform providers through structured consultations, live demos, and accessibility audits against WCAG 2.1/2.2 AA standards and VPAT documentation. I incorporated findings from community research involving 125+ athletes. I then produced a comprehensive platform matrix, cost-benefit analysis, and comparative accessibility summary. Finally, I delivered a 37-page recommendation report to the board, including platform shortlisting, a compliance risk assessment, and a phased implementation roadmap.

I provided an actionable, evidence-based roadmap enabling confident board-level decision-making. I also informed wider conversations on digital transformation, CRM integration, and long-term athlete community strategy.