Having a thought partner from outside your organization while you are developing a communications strategy can be invaluable. During my time with Google, YouTube, and Nickelodeon, I confronted complex communications challenges. These experiences trained me to quickly synthesize what organizations are trying to accomplish and provide recommendations about the best channels and messaging to exceed those goals.
Some clients look to me to supplement a high level communications skill-set while they search for a full-time staff member. Others have staff in place, but are seeking communications support to help them decide what to do -- and sometimes what not to do. I work well in either case and always keep an eye to the longer-term vision.
College Track at The Durant Center
Kevin Durant of the Golden State Warriors made a $10M investment to open a new College Track center in his hometown of Prince George’s County, MD. I was proud to project manage the launch event and ensure that the goals of the partners (The Kevin Durant Charity Foundation, College Track, and Prince George’s County Public Schools) were met. An NBA-style draft ceremony inducted students into College Track with personalized jerseys and our team placed a Washington Post article, featuring Kevin’s legacy in his hometown.
Blue Shield of California Foundation
Blue Shield of California’s mission is to end domestic violence and improve systems of safety for all Californians. I worked with the BSCF team to launch a digital strategy campaign called “End the Silence” that reached over 1M people and garnered engagement from over 4,000. The strategy included a social media editorial calendar, campaign messaging, design input, and measurement and analysis reporting.
Cabrillo wanted to grow student enrollment in an age of declining state funding for community colleges. I worked with Cabrillo's Director of Marketing to complete an integrated marketing plan that shifted the college away from primarily print marketing into a more cost effective digital strategy. We defined our messaging to reach a diverse student body, examined media spending for ROI, and launched a mobile app, social media campaign, and new videos for Career Technical Education programs.
The goal of this organization is to raise awareness of transgender discrimination and highlight the importance of transgender inclusiveness on college campuses. To make progress towards this goal, I set a strategy that would help the client reach college administrators. Through the deployment of brand new marketing assets (including a website, social media posts, business cards, posters, email campaign and infographics), the client has been asked to speak at statewide meetings on fairness in policies and practices as well as several campus groups.
To inspire guests to get more involved with College Track, I worked with Emerson Collective to produce their benefit at Pixar Animation Studios. In a 3 month period, I developed a messaging strategy to guide the experience, created materials that celebrate alumni achievements and crafted speeches for the CEO, board of directors, and students. I was fortunate to collaborate with NPR's StoryCorps to produce a segment that told the uplifting personal narrative of two DREAMers. The response to these stories was exceptional and we raised $4.4 million.