Social Media Campaigns & Projects
My social media work spans across the healthcare, consumer, and non-profit industries. Developing intricate campaigns that include digital and traditional components creates a truly integrated experience that clients and customers carry with them across multiple touch points.
- Ban Bossy - Girl Scouts
- Bling Your Booth Promotion - Girl Scouts
- Invite a Friend Recruitment - Girl Scouts
- I Can't Wait - Girl Scouts
- Camp Challenge - Girl Scouts
- National Cookie Day - Girl Scouts
- Girl Scout Week - Girl Scouts
- United States of BBQ - The Pampered Chef
- Help Whip Cancer - The Pampered Chef
Digital Campaigns & Projects
Working with Girl Scouts, AOL. Glamour and Microsoft, I've successfully produced and launched a variety of interactive media projects including website redesigns, social media applications, blogs and much more. Click on the projects below or to the side to learn about what went into each.
- Girl Scout Website
- Girl Scout Email Marketing - Welcome Series
- Girl Scout Email Marketing - Renewal
- Girl Scout Landing Page - Lead Generation
- Camp Email Marketing - Camp
- Generation Glamour - Glamour Magazine
- Kitchen Daily - AOL
- The Hudson Project - Hudson
- Girl Talk - Girl Scout Blog
Content & PR Projects
In addition to my digital marketing emphasis, I've also worked on traditional marketing content and projects including info graphics, white papers, case studies, flyers, and post cards. In creating a truly integrated marketing experience, this work has given me experience in professional writing, visual design, branding, and communications planning.
Featured Presentations & Workshops:
- 5 Skills Info Graphic - Girl Scouts
- STEM Info Graphic - Girl Scouts
- Transmedia Storytelling White Paper - Graduate Thesis - M.A. Interactive Media
- National Driver's Test Integrated PR Campaign - GMAC Insurance
Just a sample of my work. To see more or discuss possible work >>
Partnered with Girl Scouts USA to launch nation-wide Ban Bossy campaign. The campaign looks to empower young girls by banning the word bossy. The Wall Street Journal, Parade, and Good Morning America covered the story. The local council page supported efforts with a targeted social blast on Twitter, Facebook, and Pinterest to support the campaign. Internal communications were also designed and shared. #BanBossy also trended on Twitter in March 2014 due to campaign success.
Assisted with the winter recruitment campaign aimed at acquiring more Girl Scout Troop Leaders. The campaign played out on social media with engaging content and specific asks and directions. The campaign also had a significant presence on the web with a specific slide and home page CTAs. The campaign resulted in 48 new troop leaders for the council or 26 new Girl Scout troops.
The Girl Scout Cookie Program is not only the largest fund raising campaign for the organization, it's also about encouraging girls to learn 5 important life skills including goal setting and business ethics. The third annual campaign encourages girls to take photos at cookie booths and talk about the 5 Skills. it resulted in over 40 photo submissions with three winners selected to take home prizes.
The "I Can't Wait To..." campaign was a national fall recruitment effort. As the Digital Marketing Director, I was responsible for executing the campaign across our social, web, email, and advertising channels. In addition to updating social assets, I created campaign specific content using compelling visuals and strong CTAs to drive traffic to our girl and adult landing page. Additionally, I created geo-targeted, key word specific ads for social and Google Adwords.
The Girl Scouts Camp Challenge is an annual campaign with the sole focus of raising money for camp scholarships. In 2013 the appeal utilized a social media campaign with matching sponsor that resulted in a 62% increase in donations or the equivalent of sending 29 girls to camp. The social media marketing campaign included specific asks, engaging content, and an effective landing page to learn more and donate.
The first annual National Girl Scout Cookie Day took place February 8, 2013. As Digital Marketing Director, I helped bring brand awareness to the organization and our financial literacy program - the Girl Scout Cookie Sale. I executed the social and web components of the campaign including specific landing pages, creating digital content (graphics and copy), and strategizing an effective ad spend on web and social.
Project lead and webmaster for new Girl Scout website. Developed information architecture and implemented user-experience best practices. Created online assets including slides, right rails, feature story graphics. Wrote and updated over 40 pages of web copy leveraging best practices and brand voice. Maintain and update website copy, graphics, and multimedia using Adobe CQ.
Designed and developed three-part welcome series to onboard new girls and families into Girl Scouts. Also developed a three-part series for new volunteers, segmented by role. Using Salesforce Marketing Cloud I created segmented automations using custom Salesforce reports to deliver relevant and timely information to the right customers at the right time.
Designed and developed desktop and mobile-aware templates for annual campaigns including cookies, camp, and renewals. Using the Salesforce Marketing Cloud to schedule and automate as well as track and measure success.
Designed and developed specific campaign landing pages to help with lead generation and nurturing efforts. These efforts included developing sales processes and delivering key messages during the customer life cycle.
This was the second email developed for the Summer Camp marketing program. I provided overall creative direction and worked with a freelance designer to create an image-based marketing campaign as part of a testing campaign. I also used HTML to code the main navigation bar. This was one of three targeted email blasts based on list segmentation of camper data. The campaign resulted in an increase of 45 camp registrations across the three targeted audiences.
I served as Web Project Manager for this node-based Instagram web application for Glamour Magazine. Responsibilities included coordinating creative and development teams to meet launch deadline and overseeing the development of content management system specific to web application. The magazine receives hundreds of auto-populated submissions using an advertised hash tag.
Project Lead of data migration for Girl Scouts to Salesforce.com. This included understanding the complex business needs and data technologies both past and present and managing a team of eight to ensure seamless launch for both girl and adult registration and data management.
Oversaw the creation and launch of an interactive volunteer toolkit for Girl Scout Troop Leaders. Includes year and meeting plans, finance tabs, parent/troop communication tools, annual milestones and more. Lead several training webinars on new toolkit and other platforms.
I was a conference speaker at the Geekend 2011 technology and marketing event in Savannah, GA. My session focused on how transmedia storying could be used in marketing departments to better engage customers, create loyalty, and drive sales. Transmedia Storytelling is using multiple channels to weave a story or provide additional information or insight into a story world. Case study examples and thesis research (from my graduate degree) were presented and included Barbie, Old Spice, and Coke Cola
Returning as a conference speaker for Geekend 2012, my conference session was one of the most well-attended during all three days. The topic focused on social media content strategy with an emphasis on visual content creation as well as social media content best practices, resources, and tools. My presentation resulted in a feature in a local newspaper with an emphasis on small business utilization.
Served as a social media instructor for Boston Center for Adult Education from 2011-2012. Prepared classes for social media overviews for freelancers and small businesses as well as provided instruction for platform-specific tutorials.
Conceptualized and oversaw creative direction for info graphic on the 5 Skills Girl Scouts learn during the Cookie Sale Program. Developed robust content strategy around the info graphic including breaking the graphic down into bite-size pieces of content that were then shared across our social media platforms to help leverage our message and creative assets.
Conceptualized and oversee creation of STEM info graphic for Girl Scouts. Additionally, provided best practice recommendations for optimizing the graphics across social media and the web - including creating bite-size mini graphics to help bring awareness the message of girls in Science, Engineering, Technology, and Math.
For my graduate thesis I developed a white paper on Transmedia Storytelling. The white paper includes interviews with subject matter experts including Henry Jenkins and Jeff Gomez. The white paper also includes current case studies of how transmedia storytelling is applied to the entertainment and marketing fields.
What would happen if Americans had to re-take their written DMV state drivers licenses test? Who would pass and who would fail? The National Driver's Test campaign for GMAC Insurance looks to answer this question by surveying over 5,000 drivers and to be awareness to driver education and safety. Worked as PR Assistant Executive on rolling out campaign including writing and distributing interactive media kit, microsite with study findings and driver's test quiz.
Presentations & Special Projects
Paying it forward is something I truly believe in, which is why I've spoken at several industry conferences, designed and presented workshops and lectures for continuing education students, as well as presented at several Girl Scout conferences to better inform membership and staff around digital practices.
Learn more about my presentations (download them if you'd like) by clicking on the icons to the right.
Featured Presentations & Workshops:
- Salesforce.com Migration Lead
- Volunteer Toolkit Project Lead
- Geekend 2011
- Geekend 2012