Growth Marketing 

Chinese Christian Herald Crusades (CCHC) celebrated the milestone of its 43rd anniversary. Since its founding in New York in 1982, CCHC has served with the mission of "integrating social care with evangelism," becoming a unique gospel force within the global Chinese community.  It has now established branches in US cities such as San Francisco, Los Angeles, Houston, Dallas, Philadelphia, and Hawaii, as well as in Canada, the United Kingdom, Australia, and Hong Kong, forming a cross-regional service network. Over these 43 years, CCHC has not only been dedicated to proclaiming the Christian faith but has also deeply cultivated communities, establishing platforms for education, medical care, culture, and public welfare, realizing its mission: "Faith transforms lives, action benefits society."

 

Since COVID, the Bay Area Herald Center faced declining engagement and an aging service audience. I spearheaded strategies to reach younger Asian communities under 40 by creating a new content culture and developing multichannel platforms that deliver tailored media to youth and young professionals. These initiatives positioned CCHC to broaden its reach, increase engagement, and strengthen its relevance in the modern digital landscape.

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UX & UI Design

I led a comprehensive website redesign to optimize UX/UI and better serve diverse audience segments. The revamp included reorganizing content, introducing age-appropriate information pathways, and enhancing discoverability for community updates and services. Digital media assets, such as the Herald Monthly news, were restructured and scheduled across multiple platforms for cross-channel sharing. This approach not only increased visibility and engagement but also drove a rise in advertisement requests, extending the organization’s influence across the Bay Area’s Asian communities.  By integrating social media posts directly on the Herald Monthly website, the platform now exposes content to a more diverse audience across the Bay Area, extending reach beyond the core readership.

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Media Content Development & Strategies

Leveraging bilingual skills in Chinese and English, I translated content to reach non-Chinese readers while maintaining cultural relevance for the core audience. I built and coordinated content teams to streamline production, introducing a broad spectrum of new media offerings including:

• Weekly manga and webtoon stories

• Educational channels for parents of youth under 17

• Financial literacy content for immigrants

• Food, music, art, and culture features

• Community news, social welfare updates, and medical topics

 

Future content plans through 2026–2027 will expand channels and topics to align with CCHC’s community service goals in the Bay Area, reinforcing engagement across multiple age groups and interests. Through integrated UX design, media strategy, and multilingual content creation, these initiatives strengthened CCHC’s digital presence, drove engagement, and positioned the organization for sustainable growth.

 

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