Generac Power Systems
Generac Power Systems is a leading manufacturer of power generation equipment, specializing in backup and standby power solutions. The company produces a wide range of products, including home standby generators, portable generators, EV chargers and industrial power systems. Generac's products are designed to help provide reliable power during outages, ensuring homes, businesses and critical infrastructure remain operational. They also offer energy storage systems, as well as products for power management and load shedding. Known for their innovation, Generac focuses on delivering efficient, durable, and easy-to-use solutions for both residential and commercial customers.
I supported Generac's primary social media channels, including Facebook, X (formerly Twitter), Instagram, and YouTube. In addition, I played a key role in managing and collaborating on content for several other brands and pages, including Generac Industrial, Generac Mobile, Generac Grid Services, Generac International, ecobee, Honeywell, Mean Green Mowers, Country Home Products, Energy Systems, DR Power, Powermate, Pramac, Deep Sea, and MotorTech. My contributions ranged from owning content creation and providing consulting services to partnering on writing, sharing trends, and offering strategic insights to enhance their social media presence.
Brand Transformation: Powering A Smarter World
At the start of 2024, Generac underwent a comprehensive brand transformation, introducing new colors, a style guide, and the slogan "Powering A Smarter World." In my role leading social media execution, I oversaw the update of all social media pages, communicated brand changes with global business partners, and served as a liaison to ensure alignment across teams. I worked closely with the creative department to guarantee all assets were on-brand, coordinated cross-functional efforts, and ensured seamless integration of the new brand identity across all platforms. Additionally, I monitored engagement metrics to track the effectiveness of the transition and provided feedback for continuous improvement.
Credits
Creative Direction: Matt Sullivan, Amanda Teder
Illustration: Billy Flegal
Social Media: Elizabeth Koeppler, Brooke Harmon
Agency: Anomaly
Power Up With Purpose
Generac's "Power Up with Purpose" campaign offered fans exclusive front row, pit access to the Generac Power Stage and its headliners during Summerfest, the world’s largest music festival, while supporting local nonprofits like the Veterans Community Project (VCP) and the American Red Cross. Fans purchased special passes, with all proceeds benefiting these organizations. In 2023, the campaign raised over $60K, helping purchase a blood services vehicle for the Red Cross, and in 2024, it raised over $80K to fund the construction of a tiny home for homeless veterans. Each pass included festival admission and front row access to the Generac Power Stage on a selected evening. I led the campaign’s social media strategy, combining paid and organic posts to boost awareness and drive ticket sales. To maximize visibility, I connected with local media and news anchors online and worked with local influencers further amplifying the campaign and its impact.
Credits
Creative Direction: Matt Sullivan, Billy Flegal
Photography: Lauren Adlam
Videography: Michael Stearns
Illustration: Samantha Blue, Joel Hermanson, Amanda Ropiak, Griffin McDermott
Communications: Tressie Rose, Tami Kou
Public Relations: Jonathan Stern, Stephanie Rodgers
Social Media: Elizabeth Koeppler, Brooke Harmon
Community Giving: Tami Garrison, Kelly Skindzelewski
Project Manager: Lee Pasbrig
Storm Response
Generac’s commitment to providing backup power extends beyond just selling products—it’s about helping communities in the aftermath of devastating storms. The Storm Response Team, created over 15 years ago after Hurricane Katrina, was deployed twice during my tenure at Generac. The team fixed generators, regardless of brand, to ensure reliable power for those affected by Hurricane Ian and Hurricane Helene.
During these storms, we experienced a huge uptick in social media engagement, with over 4,000 comments during Hurricane Ian and 6,000 during Hurricane Helene. I led our efforts to respond to these comments, triaging and working around the clock to assist customers in need. By optimizing workflows and partnering closely with the Customer Support team, we were able to provide timely, compassionate responses to those impacted by the storms. It was a rewarding experience to be part of a team that made a real difference during such a critical time.
Credits
Creative Direction: Matt Sullivan, Billy Flegal
Photography: Lauren Adlam
Videography: Various Agencies
Communications: Tressie Rose, Tami Kou
Public Relations: Jonathan Stern, Stephanie Rodgers
Social Media: Elizabeth Koeppler, Brooke Harmon, Carmen Collins
Influencer Partnerships
From identifying the right influencers through thorough research to nurturing long-term relationships, I helped create collaborations that aligned with both brand values and audience interests. I led the development of compelling storylines and content strategies, ensuring seamless execution from concept to deployment. By strategically crafting and amplifying brand narratives, I enabled Generac to connect with consumers in a way that felt genuine and impactful.
Credits
Social Media: Elizabeth Koeppler, Brooke Harmon, Carmen Collins
Influencers: Matt Nelson, Zachariah Gruber, Jennifer Watson and Christy Harst
New Product Launch: Portable Power Station
In September 2022, Generac made its debut in the portable battery market with the launch of its Portable Power Station and portable solar panels. This marked the company’s first venture into this category, offering clean, emission-free AC and DC power output for a reliable, eco-friendly power solution on the go. I led the social media campaign to promote these products and drive sales across both e-commerce and retail partner sites.
To further boost the launch, we introduced an internal campaign encouraging employees to try the new products by borrowing them for a few days. This initiative not only generated valuable social assets but also sparked employee-generated content (EGC), significantly amplifying the campaign's reach. The program was highly successful and continues to be used today.
Credits
Creative Direction: Billy Flegal
Photography: Bluewater (Agency)
Communications: Tami Kou
Public Relations: Stephanie Rodgers
Social Media: Elizabeth Koeppler
Digital Advertising: Ewan O'Donnell
C-Suite Social Media
To humanize and make Generac's C-suite more approachable, I developed and led a social media strategy for three key executives: the CEO, CMO, and EVP of Consumer Power. Our focus was on growing followers, increasing engagement, and maintaining a consistent posting cadence. After launching the strategy in Q1 2024, we quickly exceeded our growth targets within just three months, prompting us to set even more ambitious goals. I took on the role of ghostwriting, creating copy and visuals for their LinkedIn posts, and scheduling content for them. This initiative not only extended Generac's brand reach but also enhanced the accessibility of our C-suite, helping to connect them with a broader audience in a more authentic and approachable way.
Credits
Photography: Lauren Adlam, Assorted Media Outlets
Communications: Tressie Rose
Social Media: Elizabeth Koeppler, Brooke Harmon, Carmen Collins
C-suite: Aaron Jagdfeld, Kyle Raabe, Amanda Teder
Dealer Content
Marketing On Demand was a program designed to support Generac’s dealers by providing them with a comprehensive suite of marketing tools in one place—social media content, emails, flyers, and more. I developed the strategy behind the program, created engaging copy, and worked closely with the team managing the platform to ensure dealers had everything they needed to effectively market to customers.
As part of this initiative, we implemented a social media plan that helped dealers maintain a consistent and impactful online presence, even as demand for products surged. By streamlining these resources, we made it easier for dealers to engage with both current and prospective customers, ultimately improving their efficiency and boosting their marketing efforts.
Credits
Photography: Lauren Adlam
Videography: Michael Stearns
Illustration: Amanda Ropiak, Griffin McDermott
Public Relations: Jonathan Stern, Stephanie Rodgers
Social Media: Elizabeth Koeppler, Brooke Harmon
Platform Management: Apryl Sliwinski, Amanda Ploetz
Reputation & Community Management
I managed Generac's brand reputation across retail partner sites like Home Depot, Amazon, and Lowe’s, as well as customer reviews for Generac certified installers on Generac.com. Responding to an average of 75 reviews per week, I used Bazaarvoice to keep track of both positive and negative feedback. By engaging in a timely and professional way, I helped maintain brand integrity, boost customer satisfaction, and build strong relationships with customers and partners. I also analyzed recurring themes in customer feedback and shared insights with the right internal teams, offering product efficiency recommendations or escalating issues when needed to drive continuous improvement.
Additionally, I led community management efforts across social media platforms like Facebook, LinkedIn, Instagram, and YouTube. During my time at Generac, I facilitated over 150,000 lifetime comments via Sprout Social, engaging directly with customers and creating a positive online presence. I proactively responded to inquiries, addressed concerns, and built strong relationships with our audience, making sure every interaction stayed true to Generac’s values and brand voice. Through strategic community engagement, I helped grow a loyal, informed customer base while boosting brand visibility and reputation.
Credits
Customer Service: Bryce Coppersmith, Taylor Jacque, Shacara Owens Williams
Sales: Troy Shear
Social Media: Elizabeth Koeppler, Brooke Harmon, Drew Zaremba