My Portfolio
EMAIL MARKETING
LaFASA Monthly Newsletter
Challenge:
LaFASA served Louisiana for over 30 years, but had little brand recognition and a disengaged supporter base. Coalition members and partners were confused and unaware of the agency's services.
My Role:
Defined goals and implemented email marketing strategy. Wrote and coordinated content creation among 5 subject-area experts, edited copy (made content more user-friendly by making it more scannable and replaced industry jargon with more accessible language). Designed email layouts, elements, and landing pages, and conducted user testing to improve user-experience. Managed lists and audience segmentation.
Outcome:
Steadily increased subscribers, increased open rate by approximately 27%, and increased click rateby approximately 40%.
UX DESIGN / WEBSITE MANAGEMENT
TRS Website Re-Design
Challenge:
Redesign the TRS website to better serve the agency’s marketing goals, improve the overall user experience.
My Role:
Responsible for a majority of the UX design (competitive research, wire-framing, website structure and organization, and high-fidelity graphic design) and managing the website's content (including creating, editing and coordinating this process with others).
Outcome:
Increased web traffic by 12% from 2018 to 2019.
Mobile App Design
Challenge:
To identify a need in the mobile app marketplace and develop an app to meet those needs. Through some preliminary marketing I discovered there were very few apps or programs dedicated to helping yoga teachers plan/build class flows. I set out to designed an app that will allow teachers to create, save, and share class sequences /flows.
My Role:
This assignment took me step-by-step through the UX design process. I was responsible for market research, user interviews, developing persona, drafting a project proposal, creating user flows, wireframes, conducting usability tests, and creating a prototype.
Outcome:
At the end of this assignment I created a working prototype and presented it to several Atlanta-based UX professionals. I now incorporate the UX best practices and principles I learned into my all my marketing projects.
PUBLICATIONS
CARE Brochure
Challenge:
The C.A.R.E. program combines messaging around consent and healthy sexuality with condoms, with a goal of changing social norms related to these issues.
The target audience is college-aged young adults of all genders, races, and sexual orientations. Due to the diverse audience segment and the conservative environment in some of the distribution areas, I intentionally avoided using photos as to reduce the chance of alienating the target audience.
The use of silhouetted couples, allowed the viewer to use their own world view to interpret the relationship between each couple shown. Thereby reducing the chance that they will assume this program is not for them based on the branding.
My Role:
I assisted the program creator and subject-matter expert with content strategy and messaging. Rebranded the program to improve its engagement among its target audience and I designed the all the C.A.R.E. collateral.
Outcome:
After the initial brochure distribution, the CARE program received great feedback from health care organizations, colleges and universities, and other community organizations across Louisiana. However, when I left the organization it’s impact was still be evaluated. The content I created for this program is still in use today.
Economic Impact Storybook Packaging
Challenge:
TRS was hosting a national conference and the agency want to use a fun promotional item to educated attendees about its positive economic impact on the state of Georgia. The source material was a 11 x 17
tri-fold brochure, and I was asked to transfer as much of that information as possible on the 3.8 X 4.75 gummy packaging.
My Role:
Graphic design, messaging, and content strategy.
Outcome:
The gummy packaging, highlighting TRS's economic impact on Georgia, was exceptionally well-received and quickly became a popular promotional item. It served not only to educate our audience effectively but also as a memorable and creative tool for promotion.
SOCIAL MEDIA
TRS Social Media
Challenge:
Reaching TRS's diverse audience statewide audience segments to increase knowledge about retirement planning, TRS's policy, and its services.
My Role:
Created original content and posts with calls-to-action that support TRS’s goals and included link to TRS website in posts.
Outcome:
As a result, web-traffic from Facebook increased by 274% from 2018 to 2021.
Paid Ads
Challenge:
A grant budget oversight during a leadership transition left very little funds earmarked for effective hotline marketing. LaFASA’s service area is all of Louisiana, a state with few metropolitan areas that are separated by large rural areas.
My Role:
Developed strategy, Design collateral, and monitor performance.
Outcome:
The social media ads was a cost effective way to overcome budget and geography obstacles. As a result, hotline calls and web-traffic to the survivor services landing page from Facebook increased by over 80%.
MARKETING CAMPAIGNS
LaFASA Statwide Hotline & Services Promotion
Challenge:
A grant budget oversight during a leadership transition left very little funds earmarked for effective hotline marketing. LaFASA’s service area is all of Louisiana, a state with few metropolitan areas that are separated by large rural areas.
My Role:
Developed strategy, created the content and designed collateral, coordinate outreach activities, monitored project activities and budget, and evaluated campaign success.
Outcome:
I developed a strategy that combined three low cost marketing activities: grassroots outreach, social media ads, and limited print collateral. The hotline was promoted across all three channels and the outreach activities, that were covered under other grants, were also used to distribute the print collateral to local community partners across the state.
Annual Georgia State Charitable Contributions Program
Challenge:
The Georgia State Charitable Contributions Program has been around for 23, but TRS employee participation has been low (In 2016 they raised $192 and in 2017 they raised $3,300). TRS’s goal for 2018 was to increase employee participation and payroll deduction contributions.
My Role:
For the past 3 years, I created the theme, branding and messaging for TRS’s internal GASCCP campaign. Designed the promotional collateral and unique campaign logos. Assisted HR Director and Communications Direction in developing a strategy to improve employee participation.
Outcome:
TRS increased employee participation and raised over $25,000 for the past 3 years.
Engaging Men Campaign
Challenge:
In 2013 LaFASA received a grant to promote sexual violence prevention amongst young, African American Men living in Southeast Louisiana, and, by April 2015, LaFASA launched its first PSA campaign. The Be Strong. Not Silent campaign was designed based on the reactions and feedback from our Engaging Men pilot participants.
My Role:
Managed external vendors, communicated agency branding, project goals, and budget. Assisted with editorial direction and messaging. Approved content and collateral created on behalf of agency.
Outcome:
Lamar digital billboards: 170, 884 total campaign impressions. Max 94.1 radio ad: 576 radio spots yielded an estimated 715, 000 listeners. Facebook ads: 1,524 likes, 5,925 clicks, and reached over 87,000. Google banner ads: 3,628 clicks, over 2.6 million impressions
WRITING SAMPLES
PHOTOGRAPHY
