Projects
I develop integrated campaigns, strategic content, and digital communications that help organizations build trust, strengthen relationships, and communicate practical value to customers, members, partners, and communities. My work includes member marketing, customer-focused messaging, campaign planning, public relations, copywriting, brand consistency, marketing collateral, sales-support content, and local outreach for business, financial services, healthcare, education, agriculture, arts, and nonprofit organizations.
Spotlight Arts Collective
Local Marketing System, Digital Growth & Brand Consistency
Role: Director of Marketing Communications
Project Overview
Spotlight Arts Collective needed a more organized marketing approach to support public visibility, audience growth, program participation, local business relationships, and community awareness. The organization had strong creative programs, but its marketing collateral, website content, campaign timing, brand consistency, and follow-up process were inconsistent.
The Challenge
The biggest challenge was turning scattered promotion into a more reliable marketing system. Spotlight needed clearer messaging, better digital communication, stronger brand consistency, improved website paths, and practical marketing tools that could support sales, program participation, local awareness, and business outreach.
My Approach
I rebuilt the marketing approach around coordinated campaign planning, research-based timing, digital execution, marketing collateral, and follow-up. I improved email, website, print, advertising, and outreach materials so the organization could communicate more consistently and move people toward action.
I also created stronger standards for public-facing materials, including website content, sponsor visibility, printed pieces, approval steps, production guidelines, and quality control. This helped reduce production costs, improve brand consistency, and give the organization a more professional public presence.
Key Messaging Themes
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Clear public value and community impact
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Stronger local visibility and recognition
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Easier ways to attend, learn, support, and participate
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Consistent brand presentation across digital and print materials
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Practical business outreach and sales-support messaging
Business Results
✓ Tripled member/audience base through stronger digital campaigns, website action paths, and follow-up.
✓ Increased email open rates more than 5X by improving message timing, visual content, and calls to action.
✓ Reduced production costs and improved quality control by standardizing print materials, approvals, and production workflows.
Created a comprehensive digital marketing and brand cohesion plan that transforms Spotlight’s many programs and audiences into one connected strategy for engagement, visibility, participation, and community support.
Created practical content guidance showing how real photos, stronger visuals, and better content choices could improve email and social response.
Developed internal marketing production standards to improve consistency, cost control, file ownership, vendor coordination, approval workflows, and long-term access to print-ready and editable materials across Spotlight Arts Collective’s printed communications.
Created a visual storytelling and audience engagement strategy that gave Spotlight Arts Collective a practical system for using real photos, behind-the-scenes moments, and community-centered content to build recognition, increase participation, and make the organization’s impact more visible.
National Council of Teachers of English (NCTE)
Member Engagement, Renewal & Retention Strategy
Role: Membership Development Coordinator
Project Overview
The National Council of Teachers of English is a professional membership association serving more than 35,000 educators across the United States. The organization needed member communications that supported recruitment, renewal, professional resources, events, publications, and different educator groups across career stages.
The Challenge
NCTE needed to communicate the value of membership to a wide range of educators, from elementary teachers to college faculty, while supporting renewal, event participation, resource use, and member satisfaction. Marketing efforts had to improve response rates, strengthen retention, and make membership benefits easier to understand for different professional segments.
My Approach
I developed segmented membership campaigns, enrollment materials, direct mail, event-support communications, and renewal messaging tailored to educator groups at different career stages. The work included prospect qualification, performance reporting, retail sales support for publications and resources, and outreach strategies designed to improve targeting, strengthen relationships, and increase member satisfaction.
Key Messaging Themes
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Membership value by career stage and teaching level
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Professional resources, publications, and practical classroom support
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Renewal and retention through targeted communications
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Event participation and national engagement
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Trusted advocacy for English language arts education
Business Results
✓ Improved response rates by 19% through segmented member outreach, message testing, renewal communications, and consistent follow-up.
✓ Increased member retention to over 90% by strengthening engagement, renewal timing, and communications for a national membership organization.
✓ Supported marketing programs for a 35,000+ member association through campaign tracking, forecasting, member data management, and outreach coordination.
Supported development of NCTE’s online membership infrastructure and web content, helping create clearer digital paths for joining, renewing, accessing resources, and engaging with the organization’s professional community.
I developed communications and order materials created to help educators understand, use, and purchase NCTE’s standards-based classroom resources. These samples show how I translated national education standards into practical teacher-facing content, classroom examples, professional resource promotion, and order-response materials that connected NCTE’s publications to everyday classroom instruction.
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Morton Buildings
Customer Stories & Product Marketing for Agricultural Building Solutions
Role: Senior Marketing Communications Consultant
Project Overview
Morton Buildings serves farmers, horse owners, and rural property owners investing in custom agricultural and equine buildings. The company needed marketing content, advertising, and sales-support materials that helped local sales offices translate technical building features into clear, practical benefits for customers making significant long-term investments.
The Challenge
Customers were evaluating major purchases involving functionality, durability, efficiency, and long-term value. Marketing communications needed to explain complex construction options in a way that built trust, supported local sales conversations, and helped prospective customers understand how Morton Buildings’ products fit their specific operational goals.
My Approach
I visited customer locations, conducted interviews, and developed stories, articles, advertising, and promotional materials that local sales offices could use with prospective buyers. The work required translating product features, construction options, and real customer experiences into content that was informative, credible, and useful in regional markets.
Key Messaging Themes
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Custom solutions for agricultural and equine operations
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Local sales support through credible customer examples
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Construction quality, durability, and long-term value
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Functional design tailored to operational needs
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Trusted expertise and practical planning guidance
Business Results
✓ Turned customer interviews into practical product stories that connected building features to real agricultural and equine needs.
✓ Created magazine articles, ads, and marketing materials that supported product understanding and customer trust.
✓ Helped position Morton Buildings around quality, reliability, and real customer use cases for rural and business audiences.
Customer story written after an on-site visit and interview, using real project details to connect Morton Buildings’ construction quality, service value, and agricultural/equine expertise to prospective buyers.