WASHINGTON
At the heart of growing an audience is community. I pair data with community feedback because numbers tell you what is working, but community tells you why. In 2014 I was building awareness. By 2021 I was building trust. Now I build belonging.
Build the community first. The audience follows. I use existing community infrastructure - groups, alumni networks, trusted spaces - to grow lists organically and create audiences that are ready to act, not just scroll.
Show up where your audience already is. I build community through physical and digital presence - tabling at conferences, organizing, community education, activating alumni and partner networks, and creating ongoing spaces for engagement beyond the campaign.
Meet your audience where they are, in the format they prefer, with language that feels like it was written for them. I use SEO, short-form content, and relatable voice to grow readership without paid acquisition.
The right partner multiplies your reach without diluting your message. I identify organizations whose audiences overlap with your mission and build campaigns that serve both communities authentically.
GREEN TUESDAY
Birmingham's only full-service African cuisine restaurant needed new community-minded audiences and increased brand awareness in an unfamiliar market.
Partnered with Alabama Environmental Council and Magic City Agriculture Project to reach organic food lovers, environmentalists, and community preservationists.
Multi-platform social campaign across Facebook, Twitter, and Instagram with physical creative placed throughout Birmingham. Targeted messaging to aligned community audiences.
"I'm so happy to see everyone here enjoying the food." – Charles, Rafiki's Owner
Facebook Campaign Creative
Social media campaign created via Facebook, Twitter and Instagram to highlight the Green Tuesday event, Birmingham, and Kenyan cuisine. Targeted organic food lovers, environmentalists, and community members looking to support local.
DITCH THE FOOD COURT
Birmingham's home of the authentic Philly cheesesteak needed to raise menu awareness, increase buying diversity, and build customer loyalty beyond its core audience.
Targeted hospital employees, clean eaters, and organic food enthusiasts. Positioned T-Bone's as the antidote to boring food court lunches through bold contrast messaging.
Multi-platform social campaign with physical creative placed throughout Birmingham. Contrast imagery of food court meals versus quality food drove the message home.
"Next thing I knew we were sold out. Wow." – Anthony Crawford, T-Bone's Owner
Placed as physical tray liners in food courts across Birmingham
Developed a comprehensive social media toolkit for the launch of 826CHI's student publication Insert Title Here, a collection of imaginative student writing translated into Spanish, Mandarin, and Bangla. Coordinated amplification across five platforms, wrote platform-specific copy, and guided community partners on sharing strategies.
Managed a multi-year digital editorial calendar for 826 National's 9-chapter network, coordinating website, newsletter, and social platforms. Campaigns included Poets in Revolt! with Amanda Gorman, Cartoon Network's Inclusion Storytelling Project, and the Academy of American Poets. Also stepped up as a teaching artist, leading workshops on writing and creativity for students across the network. View resource →
Themes I built campaigns around: