LATEST PROJECTS
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Project | 01
Project | 01 Okay to Say
Texas State of Mind needed a name for a new campaign initiative to address the stigma surrounding mental illness. We created a consumer-facing campaign as a long-term platform to reach the 25 million people across Texas, of which three out of four are affected or know someone affected by some type of mental illness.
The team created a robust digital and social strategy that included okaytosay.org, a video series and marketing toolkit. For the online video series, respected Texans were enlisted to share their stories. Videos included former President George W. Bush, billionaire philanthropist; Dallas Mavericks owner Mark Cuban; Dallas Cowboys running back Emmitt Smith; Olympic boxing medalist Marlen Esparza; Houston Astros’ Jose Altuve; and the mayors of Austin, Dallas and Houston, among others. The videos were leveraged across all channels. The marketing toolkit included a robust library of brand assets and content, including posters, print and digital ads, infographics, social graphics and brochures for community partners of the program to access and utilize within their respective regions.
My role: I delivered on social/digital strategy for the mental health awareness campaign. Content included op-ed pieces, emails, and Twitter and Facebook posts for executives, board members, partner organizations and celebrity spokespersons, including President George W. Bush.
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Project | 02
Project | Shelton School
The June Shelton School and Evaluation Center is the world's largest school specializing in learning difference. It is the leader in empowering learning different students to leverage their uniqueness for success in college and the world. With a school, evaluation center, speech center and outreach programs, no other school holds the expertise, experience, services and reputation under one roof as does Shelton. Shelton needed updated brochures to reflect their vision going forward.
My role: I served as account manager for the branding campaign, which included a logo refresh, brand guidelines, four brochures and updated website copy that aligned with the brand positioning. In addition to managing the account, I wrote the copy for the four brochures as well as the web copy to ensure consistency in messaging and tone.
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Project | 03
Project | Texas Tech University
Texas Tech University is a leading university. Over the last several years, it has focused on increasing its status as a Tier One university, strengthening the reputation of the campus, faculty accomplishments and research, programs, and student experience. The University needed a campaign that would share its accomplishments and promote its standing as a leading institution among peer universities.
Degrees of Impact is a branding campaign that touts both academic excellence and the lasting effect Texas Tech programs, faculty and degrees have on students, the community and beyond. The team developed an integrated strategy comprised of advertising, media relations, social media and creative, including a Degrees of Impact website, institutional video, TV commercials and PSAs, and print/outdoor/digital media.
Prior to the launch, President Schovanec announced the campaign internally to faculty, staff, alumni and donors. Degrees of Impact launched externally September 2017, leveraging the visibility of Texas Tech’s first home football game. The institutional video was broadcast during the game and shared across all social media channels. Video vignettes, featuring professors and area of studies, were then produced and shared via social media and websites. We also designed infographics, and other graphics as well. to be used as supporting assets in social and media outreach.
My role: I managed the launch of Degrees of Impact as account manager. I also audited TTU’s website compared to peer universities; developed talking points for the president, athletic director and other executive leadership; and created social content focused on TTU alumni, faculty, students and research. I worked across teams to ensure deliverables were completed according to launch timeline.
Project | 03
Project | 04
Project | Texas College Bridge
Collaborating across the Texas Education Agency, Commit Foundation, Dallas County Promise, Greenlight Locker and The NROC Project, we successfully launched an online learning program focused on helping students academically prepare for college. Texas College Bridge, an online math and English college-readiness learning platform allows students to take online, individualized college preparation courses at their own pace and with a teacher and advisor facilitator.
My role: I served as account manager, writer and marketing communications consultant. Deliverables included copywriting for texascollegebridge.org, communications toolkit (targeted emails, messaging, talking points, Q&A and social media with accompanying images and graphics) and ongoing digital marketing campaign to key stakeholders.
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Project | 05
Project | Medical City Healthcare
The HCA North Texas division operates 13 hospitals across the region, each hospital having a different name and logo architecture. In 2016, HCA North Texas decided to unify its network under one brand identity.
The strategy was to rename the division after its largest and most recognized hospital in the region: Medical City Dallas. We completed a brand architecture system, modernized the Medical City logomark, and provided a comprehensive brand style guide, as well as developed an internal rollout plan.
Medical City Healthcare rolled out the brand from Q4 2016 to Q1 2017. All hospitals, facilities, centers and institutes were rebranded with the Medical City name. To distinguish between locations, the new branding architecture incorporated each hospital’s city as part of its logo.
The brand not only differentiated Medical City from other large health systems in the area, it created unity among its hospitals and facilities.
My role: I worked across teams to create launch deliverables, including brand guidelines, communications toolkit, internal announcement video, launch presentation, internal rollout plan, and logos for the healthcare system and each hospital, service line and center. Extension of work included the production of broadcast and online advertising spots, market research for other HCA regions and additional service-line publications.
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Project | 06
Project | CollegeWorks
A collaboration between Dallas County Promise, Greater Dallas Workforce Solutions and several education partners, CollegeWorks offers Promise students and their parents information on high-demand careers and then connects them to the educational partners that provide training in these careers.
The central component of the launch was the website CollegeWorks.org, created to be an online resource for school administrators, counselors, parents and students. Here students and parents could find information on careers, degrees, training and scholarships, as well as a milestone timeline for students from 8th grade through graduation.
My role: I served as writer and marketing communications consultant. Deliverables included a communications toolkit comprised of launch emails, FAQ and messaging for text and social media outreach. Within one month, Dallas County Promise recorded more than 300 leads.