Since July 2022, MJ2 Marketing has proudly partnered with the City of Worthington, a historic and vibrant municipality in Central Ohio, to enhance its digital communications and storytelling strategies. What began as a social media support engagement quickly grew into a trusted, collaborative relationship that is delivering real results and shaping the way municipalities can connect with their communities.

Scope of the Project

The City of Worthington brought MJ2 on board to expand its digital communications capacity and better engage its diverse audience of residents, businesses, and visitors. Working closely with the City’s Communications Director, our team implemented a holistic social media strategy across Facebook, Instagram, LinkedIn, and Twitter/X that focused on storytelling, community engagement, and high-impact visuals.

Key areas of support included:

• Strategic Content Mapping + Campaign Planning
  Monthly meetings with MJ2 and the city’s departmental leaders to maintain a content blueprint that aligned with city priorities and initiatives.
• Creative Development + Social Content
  Including social video, event coverage, city updates, and real-time communications.

• Monitoring, Analytics + Optimization
  Campaign management and quarterly analytics reviews to ensure continuous improvement.

• Communication Backup
  Including proactive social media monitoring and prompt escalation processes.

This agile, high-touch support model positioned MJ2 as a seamless extension of the City’s team.

The Data Tells the Full Story

In a time when it seems that the only content that gets seen on social media is sponsored, since partnering with MJ2, the City of Worthington’s organic social media presence has not just grown, it’s thrived.

MJ2 delivered on our promise of amplification and optimization, increasing digital reach, driving engagement, and elevating Worthington’s community presence online.

2024 Year-over-Year Social Metrics Highlights:

• 2.9M video views – a 13,427% increase
• Engagements up across all channels
• Content saves up 110%
• 163,662 impressions (+37%)
• 19,085 link clicks (+104%)

Beyond the Feed: Expanding the Vision

The Worthington Visioning Project

In 2023, MJ2’s role expanded to include creative support for Worthington’s long-term planning initiative. Originally approved by the Council in 2020, the Visioning Project reflects the collective voice of thousands of Worthington residents and outlines seven visionary goals for the city’s next 10–15 years.

To bring these goals to life, MJ2’s creative team designed a cohesive suite of icons—seven individual marks that visually represent each vision pillar. These icons were carefully crafted to work independently and as a unified visual system, across both digital and print formats.

Visual clarity fuels community alignment. These icons now act as recognizable markers guiding future programs and communications tied to Worthington’s strategic goals.

Sharing Best Practices

To ensure long-term success and educate City staff, MJ2 worked to define a Social Media Best Practices Guide. This framework outlines a consistent voice and brand strategy across departments, ensuring that every post reflects the City’s values and engages the community with intentionality.

Key Highlights:

• One voice. One presence. One community.
• Visual-first content (videos, photo galleries) shown to drive the strongest engagement.
• Human-first storytelling: staff recognition, resident features, and real-time updates that matter.

At MJ2, we approach every client as a true partner—with hands-on collaboration, strategic intention, and the flexibility to meet evolving needs.

The City of Worthington demonstrates how municipalities can elevate their communications with the right digital partner. By combining smart strategy with powerful creative, MJ2 Marketing has helped the City stay connected with its residents, authentically and effectively.