DIGITAL CAMPAIGN STRATEGY
As part of broader communication planning, I work with organizations to ensure their online presence aligns with their mission and invites people to join their community.
Callisto
Callisto is a campus sexual assault reporting platform designed to prevent repeat offenders through a matching technology and encrypted record form. I had the opportunity to bring survivor-created content together to produce and design the Callisto Allies’ Guide, with the goal of encouraging thoughtful, empathetic, and effective support of survivors of sexual assault.
Along with the talented Summer Kunst (guide design), Hive Design (social graphics), and Allison Thurman (copyediting and survivor tone check), we built a landing page, social media campaign, and creative assets to launch the guide during The Red Zone, a time period where statistically, more than 50% of campus sexual assault incidents occur.
College Track
In order to link College Track’s mission (equip students confronting systemic barriers to earn a college degree) to the national conversation around achieving racial equity in America, we created a campaign around the theme, “Educational Justice IS Social Justice”. The digital assets (including a report, social media, email templates, and talking points) illustrate the value of higher education to creating lives of opportunity, choice, and power for first-generation students.
In addition to being awarded a large major gift from MacKenzie Scott, the organization is on its way to reaching its goal of serving 5,000 students and alumni by 2024, and, in 2021, lead a panel discussion about undocumented students at SXSW EDU.
Community Bridges (Puentes de la Comunidad)
Community Bridges wanted to double its followers on social media in order to deepen awareness of its brand as the leading human services agency in Santa Cruz County. In combination with a broader marketing strategy, I conducted training sessions with their staff to share best practices, better utilize planning and measurement tools, and grow their online community.
Blue Shield of California Foundation
For Domestic Violence Awareness Month, I partnered with Blue Shield of California Foundation to launch a Facebook and Twitter campaign called, "#End the Silence". Our objective with the campaign was to prompt Californians (survivors, grantees, allies, agencies, politicians) to speak out online against domestic violence. By doing so, we hoped to accomplish 3 goals:
1) Reach 1M people with our message, including VIPs in the political sector. Result = We reached 1.3M people as well as domestic violence prevention advocate Esta Soler, San Francisco Mayor Ed Lee, California Attorney General Kamala Harris, and Stockton Councilmember, Michael Tubbs.
2) Have 3,000 people take action against DV by using our photo overlay function on iwillendthesilence.com to share their picture and voice with their own networks. Result = 4,645 people used the website to share their photo, giving our campaign a HUGE organic boost.
3) Grow Blue Shield of CA Foundation's engagement on social media to spotlight the work of their grantees. Result = Between Facebook and Twitter, channels received over 18,000 likes, comments, shares, and re-tweets.
Cabrillo College
I launched an iOS and Android mobile app for the college that can help current and prospective students get information and find their way around campus. Main features include:
Campus Tour - Wayfinding functionality to points of interest on campus with hours, contact info and turn by turn routing.
Events - Get important semester dates, deadlines, and things happening on campus.
Enrollment - See the complete 7 Steps to Enrollment with helpful links, the current Academic Calendar, concurrent high school enrollment info, and frequently asked questions.
Student Resources - Listings of programs and support systems students might need (Financial Aid, Foster Youth Independence, Honors Transfer, ILC, The HUB, Transfer, etc.)