When I joined TBL Fund, the organization had a brand-new LinkedIn page and an ambitious goal: increase visibility in the clean energy finance space while building credibility with mission-aligned partners. I led the development of a social media strategy that prioritized professional tone, visual consistency, and actionable messaging. The campaign served two core purposes: (1) establish the TBL Fund brand as a trusted financing resource for clean energy solutions, and (2) steadily grow an audience of developers, nonprofits, and industry peers.
Below are selected posts from the campaign, showcasing how we used clear calls to action, sector-specific language, and educational content to drive engagement and build recognition.
Social Media Post Directory
- Mission Statement Graphic
- Defined who we are and what we fund—clean, bold, and clear for new followers.
- Aztec Case Study
- Spotlighting a municipal solar-plus-storage project that delivered impact to 650+ households.
- Bridge Loan Explainer
- Promoting a new Bridge Loan option for California EPCs—layered incentives, lower costs.
- FAP Program Overview
- Simple, clean messaging for multifamily developers navigating energy financing options.
- Impact News – PV Magazine
- Boosted credibility through third-party media coverage of our affordable housing projects.
- Newsletter Alert
- Branded graphics to drive clicks and engagement with our monthly clean energy digest.
- SOMAH Program Announcement
- Shared news of our partnership in California’s SOMAH program to support LMI solar.
- Construction Loan Promo
- Highlighted competitive construction lending rates for clean energy upgrades.
- We’re Hiring Post
- Recruitment post aligned with our brand look and voice to attract mission-driven talent.
- Happy Holidays Greeting
- Seasonal post with consistent visual branding to maintain connection and warmth.
- Wells Fargo Grant Award
- Celebrated a key funding milestone—building trust and partner visibility.
- “Watch Us Grow” Map
- Visual update on our expanding national footprint in affordable clean energy finance.
Jacqueline Willoughby 