Projects
I feel that communications professionals, writers and artists bring unparalleled beauty to the world. Life isn't as fulfilling without words, art and the ability to unite people. Below are some of my favorite projects that have brought me joy and joy to countless others.
Media Relations
Goal:
Our client needed a media relations plan for an event highlighting a new mural in downtown Nashville. We worked with the client to garner local coverage while providing event counsel.
Tactics:
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I drafted a pitch and advisory for the local and regional media.
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I coordinated with the media to assist them with any updates or changes to the schedule.
Results:
Pro-Bono
Goal:
The client needed event support and media relations for its Annual Harvest Festival in Old Hickory, TN, and wanted to surpass their previous attendance. I worked with the team to provide outreach to local government officials, provided day-of event support, served as emcee and coordinated with all vendors.
Tactics:
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I drafted pitches and advisories for district officials to have the event on their calendars.
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Assisted with flyer design and conducted grassroots campaigning and marketing for the event.
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Organized the social distribution plan on Instagram and Facebook.
Results:
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Secured over $600 in donations and sponsorships.
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Surpassed the attendance goal by generating over 430 guests
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Secured attendance of local dignitaries and had them participate in the event as judges.
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Organized and managed over 10 vendors.
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Partnered with local businesses and churches on a Kids Zone, hayride, costume contests and free apple cider and cookies.
Experiential Marketing
Goal:
Our tech client needed an inventive way to recruit top talent at job fairs and cultural events. Our creative services and data/analytics teams joined forces to build an experiential booth space to draw a crowd, capture useful information about employment leads and allow recruiters to follow up with qualified candidates effectively.
Tactics:
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I drafted a personality quiz to determine users’ unique tech talent.
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Assisted in brainstorming an interactive and visually compelling booth to engage participants and provide a relaxing space.
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Integration with our client’s recruitment database, structured for future lead-nurture campaigns.
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I conducted a market analysis and events performance analysis to help ground teams determine which events generate the best leads.
Results:
The program's first year generated more than 31,000 impressions, 228 hand-raisers (those who signed up to learn more about the company), and 172 qualified job candidates for an average conversion rate of 59%. We were asked to expand the program for a second year, but plans were interrupted by COVID-19.
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Public Relations
Goal:
Our client needed a PR and media plan for an event featuring notable community members. We worked with the client to garner local coverage while providing event counsel.
Tactics:
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I drafted a pitch and advisory for the local media.
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I coordinated with the media to assist them with any updates or changes to the schedule.
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Helped coordinate the news conference, which nearly all the news outlets in the surrounding area attended.
Results:
Crisis Communications
Goal:
Increase the number of in-person attendees to an event at a local university by 15%. We encouraged students to participate in various events over MLK Day Weekend. Unfortunately, we had to pivot and cancel activities and shift to virtual due to the weather.
Tactics:
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Create an inclement weather plan to identify all areas of communications within 24 hours.
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Draft and edit all emails to guests with both virtual and as-scheduled messaging.
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Build a weather task force to evaluate weather patterns for an informed call.
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Coordinate with event planners and project partners to relay messages to respective audiences.
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Update all relevant speakers and parties on any decisions the task force makes.
Results:
Although there were several cancellations and many messages, we shifted our keynote event to a virtual format within 3 hours. We also surpassed the number of virtual speaker event attendees by 10%. Students were still involved with the weekend events before the weather and broke a record of attendance for the Day of Service that Saturday before the winter storm.
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Social Media
Goal:
Periscope Co, a former subsidiary of Twitter, needed to find new and exciting voices to highlight within topic-specific hand-curated channels. Although I also worked closely with the TwitterU team on ad-hoc projects, my main project for Periscope was as follows:
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Develop topic-specific channels with 3-4 key voices
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Utilize tools such as Global Feeds, Twitter’s “War Room,” Tracker Channels, Editorials calendars
Results:
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Curated three channels for public use, “Beauty Banter,” “Stars And Stripes,” “Pop Culture Scoop.”
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Elevated more than 100 voices on Periscope for public viewing
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Curated, coordinated, and drafted social copy for 12 reels during my 12-week internship.
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Maintained and monitored a verified account with 1.3 Million followers.