Advertising Campaigns

COVID-19 Vaccine Education Initiative

CLIENT: The Ad Council

• Massive integrated communications effort to educate the American public and build confidence around COVID-19 vaccines

• Highlights include

  • Drafting and editing web copy, FAQs and fact sheets for employer, public health, African American, Hispanic and faith audiences

  • Developing design and imagery for seven online toolkits

  • Collaborating with internal and external partners to produce an educational briefing attended by hundreds of public health stakeholders

2020 Census

CLIENT: U.S. CENSUS BUREAU

• Integrated marketing communications campaign focused on getting everyone in the U.S. counted in the 2020 Census

• Account lead overseeing campaign messaging, story content, media relations, public relations and events, social media, email marketing and stakeholder outreach

• Managed 10 subcontractors, including seven multicultural agencies focused on Asian American, Black/African American, Hispanic, Native American, or Native Hawaiian and Pacific Islander audiences

• Successes include

  • 1,000+ social media and digital ads including video, static and animations in 13 languages

  • Hundreds of stories placed in national and local media

  • Audience/language-specific press kits

  • Customer care chatbots for Facebook and Twitter

  • 20 trusted voices videos

  • 25 media briefings for multicultural audiences

  • Six national events and 19 social media events

  • Branded content integrations with TVOne, Buzzfeed, USA Today and Vice

Tips From Former Smokers

CLIENT: CENTERS FOR DISEASE CONTROL AND PREVENTION

• Award-winning national public health campaign focused on getting smokers to quit

• Key lead for social media, partnerships and overall contract administration

• Oversaw development of content including social media static and video content, digital toolkits, and paid social media advertising

• Managed five subcontractors, including two multicultural agencies focused on Asian American and Hispanic audiences

• Successes include

  • Photo shoots dedicated to diversifying images of African Americans, Asian Americans, Native Americans and LGBTQ individuals

  • 30 Smokefree Days, an annual online quit event managed through Facebook

  • Creation of SmartSheet templates to track project status and management of all campaign areas including research, media buying, public relations, advertising, partnerships and social media

Communications and Professional Development

Spring2ACTion

client: act for alexandria

• Developed communications plan for Spring2ACTion, Alexandria’s annual giving day, which raised $3 million for local nonprofits

• Highlights include

  • Drafting and editing of social media, donor newsletters and press releases

  • Creation of toolkits including key messages, social media, blog copy and video scripts for stakeholders and participating nonprofits

  • Analysis of communications performance and drafting of recommendations for the next year

National Park Foundation

• Supported communications and digital team on outreach efforts, including the Find Your Park/Encuentra Tu Parque initiative

• Highlights include

  • Media outreach for partnership and grant announcements

  • Creation of digital toolkits and editing of blog, fundraising, newsletter, social media and website content

  • Collaboration with the National Park Service and corporate partners on overall messaging and imagery

National Institutes of Health

CLIENT: NIH Loan Repayment Programs

• Developed and implemented communications and outreach strategies for the NIH programs that repay researchers’ student loans

• Successes include

  • Launch of 1,500-member alumni ambassador program

  • Introduction of Facebook, Twitter, career development webinars and networking receptions

  • Interactive infographic that served as a step-by-step application guide

  • Development of content and materials including blogs, exhibits, flyers and giveaways

National Student Advertising Competition

SPONSORS: Ad Council, AOL, The Coca-Cola Company, The Foundation for Advancing Alcohol Responsibility and State Farm

• Produced signature American Advertising Federation competition in which 180 collegiate teams from across the country developed marketing strategies for major brands

• Highlights include

  • Supervision of 18 regional competitions and volunteer coordinators

  • Administration of two-day national competitions, which included 100+ students and faculty and 15 volunteers

  • Partnerships with data and image providers including MRI-Simmons, Nielsen and Getty Images