Drove the Cross-Channel Rollout of a Cisco Documentary Featured Company-Wide by the CEO

During the pandemic, Cisco donated 10 public Wi-Fi hotspots across the Cayman Islands. The initiative became A Chance to Regrow, a documentary-style film directed by Caymanian filmmaker and Hollywood director Frank Flowers that explored connectivity through a larger story about culture, opportunity, and the future of the islands.

As Cisco’s Content Activation Manager, I worked closely with the agency and internal team throughout production, providing creative input on the messaging framework and storyboards. Once the film was complete, I led the activation strategy: I researched where it could have the greatest impact, built the cross-channel distribution plan, and partnered with Public Affairs and local Cayman voices on amplification.

Coverage: Cisco Newsroom · Cayman Compass · TechSpective

I audited Cisco’s content ecosystem to determine where and how the story should show up, analyzing Cisco.com, Newsroom, employee channels, video platforms, Community, podcasts, CiscoChat, executive publishing, blogs, LinkedIn, and social.

For each channel, I looked at traffic, engagement, content performance, audience behavior, and promotion patterns to determine which channels should host the story, amplify it, or extend it through new formats. That research became the foundation for a phased activation strategy rather than simply publishing the film everywhere at once.

Cross-channel activation

Based on the research, I mapped a rollout across Cisco’s brand and business-unit channels, executive and editorial platforms, social, paid amplification, and supporting content. The hero film became the anchor for a broader ecosystem of cutdowns, photography, social-first stories, and local story extensions.

Local & earned amplification

Because the story was rooted in the Cayman Islands, I also worked with Public Affairs and local voices to extend it beyond Cisco. The approach centered on authentic connections to the islands, pairing local influencer storytelling with a press angle around regrowth, digital acceleration, education, and the future of Cayman Islands.

The activation helped A Chance to Regrow travel beyond Cisco’s owned channels. The film was highlighted by the Cayman Compass, showcased by Cisco’s CEO to the entire company, and recognized by government partners as a driver of the islands' digital acceleration.