Voter Outreach Campaign

I conceptualized and managed all stages of this social media campaign: attending national trainings on outreach strategies, engaging local partners with robust social media followers, recruiting research subjects and researchers, developing messaging, collaborating with a graphic designer, and managing multichannel social media posts. Results include increasing reach by nearly 10,000 over the course of the campaign and providing information on voter registration and voting.

UVA Giving Societies Annual Report

This annual report provides major donors with a look at the impact of their philanthropy on UVA and beyond. I provided editorial oversight on this award-winning piece: guiding story topic selection, shaping content voice and style, serving as a link between our graphic design and writing teams, and providing an overarching strategy that maximized use of content across audiences and channels throughout the year.

UVA Giving Website

I managed the formative stages of the redesign for this 400+ page site, leading the content strategy and developing the information architecture with input from writers, designers, leadership, and our external vendor.

The resulting site illustrates the power of philanthropy at UVA, makes it easy to donate, and meets the needs of multiple fundraising initiatives and all UVA schools and units.

Advancement Communications Content Playbook

Our talented team relied heavily on long-form narrative approaches to content. To help us broaden our thinking, I facilitated a series of brainstorming sessions with our designers, writers, and web developers.

I then documented the results of our work in this handy print guide, full of fresh ideas for content creation and ready for use conceptualizing and planning print and digital projects.

 
 

Publications Report

Staff and leaders needed to better understand how our content performed in order to make strategic decisions, so part of my job was to compile metrics illustrating our investment and reach.

This draft served as a prototype illustrating the availability of data and it’s potential to inform future planning.

 
 
 

Teachstone Inbound Marketing

I led Teachstone’s inbound marketing strategy focused on bridging the gap between research and teaching practice and establishing the company as a trusted resource for educators and education leaders. We provided newsletters, webinars, white papers, blog posts, case studies, e-books, and other useful materials, increasing our web traffic by 50 percent and contacts by 20 percent over several months. The company continues to use this approach, as you can see on their resources page.