About McCaplan
Specialized Expertise in Marketing Strategy and Research & Evaluation
McCaplan Consulting Group was founded to provide organizations with the expert resources they need to grow and thrive. Our firm is comprised of two distinct practices, each with a specialized focus, allowing us to offer a broad range of high-level expertise to meet our clients' specific goals.
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Whether your organization needs to build a competitive marketing plan or measure the impact of its programs, our dedicated teams provide the strategic guidance and data-driven insights necessary for success.
Our Specialized Practices
Marketing Strategy: Driving Business Growth
Our Marketing Strategy practice, led by CEO and Founder Shannon McCarty-Caplan, is dedicated to making cutting-edge marketing accessible to organizations of all sizes. With over two decades of experience in the high-tech industry, Shannon developed this practice to help businesses and nonprofits who lack the time and resources to leverage the data-driven strategies necessary for growth. This division focuses on providing best practices in digital strategy to help clients meet their business goals, expand their reach, and build a powerful brand presence.
Research & Evalation: Measuring and Maximizing Impact
Our Research & Evaluation practice, led by Dr. David McCarty-Caplan, partners with mission-driven organizations to measure, understand, and articulate their impact. This practice specializes in rigorous, mixed-methods research and culturally responsive program evaluations. Dr. McCarty-Caplan's team empowers nonprofits, foundations, and educational institutions to refine their programs, prove their effectiveness to stakeholders, and advance institutional equity through clear, actionable data.
Meet Our Principals
Shannon McCarty-Caplan (she/her)
CEO & Founder | Marketing and Growth Strategy
With over two decades of experience in the high-tech industry, Shannon McCarty-Caplan founded the firm to make cutting-edge marketing strategies accessible to smaller and less digital savvy organizations. She witnessed how many businesses and nonprofits lacked the time and resources it takes to apply data-driven marketing insights effectively. Today, Shannon leads our marketing practice and global team, helping those organizations apply those data driven strategies.
She serves as a Fractional CMO for clients (and sometimes as a marketing therapist!). She enjoys volunteering with non-profit organizations, helping them build or optimize their marketing strategies. Shannon also loves mentoring young people just starting out in their careers and helping women start their own businesses.
Dr. David McCarty-Caplan (he/him/el)
MA, PhD | Research, Evaluation, and Impact
Dr. David McCarty-Caplan leads our research and evaluation services, bringing over 12 years of experience in mixed-methods studies and program analysis. Holding a PhD in Social Work, David partners with nonprofits, foundations, and educational institutions to measure outcomes, advance equity, and translate complex data into actionable insights. His work empowers organizations to refine their programs, prove their effectiveness to stakeholders, and foster more inclusive, impactful communities.
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David is active in the Jews of Color (JOC) and adoption communities and also coaches a club youth soccer team.
