Case Study: One Moment, One Year of Content
The challenge: In the lead-up to Teach For America’s 35th Anniversary Summit, I was tasked with keeping the drumbeat of this one moment pounding across the org’s social channels.
The strategy: To build up the Summit’s registrants without alienating TFA’s broader base, I invested in community stewardship, established our paid ads strategy, and created moments of nostalgia with broad appeal (and some IYKYK moments).
The results: Sixteen months later, the strategy has paid off. With over half a million post impressions and 20K+ link clicks attributed to Summit-themed social posts, this strategy was integral in building an audience that’s excited to join Teach For America in Las Vegas.
Organization: Teach For America
Role: Director of Social Content and Design
Contribution: Channel strategy, content creation, analytics reporting, paid ad strategy and execution
Case Study: Meeting Our Community Where They’re At
The challenge: When brands join social media, they often interrupt the conversation, leading to a lack of engagement or worse, negative attention.
The strategy: Instead of interrupting the conversation, let’s join it. By tuning into pop culture or showing up with real tokens of gratitude, a brand’s social channels can foster connection and lead to real conversions.
The results: Thoughtfully orchestrated giveaways led to a 10x increase in engagement, or 1,019% channel growth. One viral moment brought millions of engagements and continuous conversation to our TikTok and Instagram channels, growing our TikTok audience by 80%.
Organization: Teach For America
Role: Director of Social Content and Design
Contribution: Content strategy and creation, platform research, metric analysis and reporting
Case Study: A Rebrand in Motion
The challenge: Heavily branded content is often buried by the algorithm and can lead social media users to scroll away quickly.
The strategy: Translate Teach For America’s new brand identity into social-first visuals through community-centered post formats, dynamic motion graphics, and platform-specific edits.
The results: Comments from our audience like “You look amazing” and “Period!!!” are just the type of qualitative data that let you know you’re reaching and connecting with your people.
Organization: Teach For America
Role: Director of Social Content and Design
Contribution: Visual direction, storyboarding, animation, and video editing
Case Study: Activating Young Advocates
The challenge: Young people are disengaged from advocacy, voting, and politics.
The strategy: Use lively, captivating illustrations and meme formats that engage with youth culture on social media platforms.
The results: On average, this creative strategy garnered 5 times the amount of impressions and double the engagements in comparison to the organization’s other publications. These metrics translate to more educated voters, engaged citizens, and committed advocates.
Organizations: Texas Freedom Network, MOVE Texas, Jolt Action Fund
Role: Social Consultant
Services: Template creation, illustration, motion graphics