Case Studies
TEACHING THE HUDSON VALLEY (THV)
THE CHALLENGE: Share THV’s library of lesson plans online
MY ROLE: Consultant and project manager
MY CONTRIBUTION: Think big; think community
“What’s the best way to share our lesson plans?” THV contacted me in 2006 to figure it out. Our solution — relaunch the site with a focus on building and nurturing an online teacher community in the Hudson Valley. I provide soup-to-nuts communications support, including research, planning, RFP, tagline, content organization, e-mail strategy, community building, budgeting and managing partners (which include the National Park Service, NYS Dept. of Environmental Conservation, Marist College and NYS Greenway). The site is due to launch in July 2008.
BEACONFIRE CONSULTING (Heifer International, ACLU, IUE-CWA)
THE CHALLENGE: Write fundraising and advocacy e-mails and Web site copy for Beaconfire clients
MY ROLE: Copywriter and brainstormer
MY CONTRIBUTION: Tight, clear, creative copy that performs well and is delivered on time
Beaconfire hired me in August 2007 as a contract copyrighter for their client Heifer International. I’ve worked on a range of online campaigns for the organization, from fund-raising to cultivation and joint promotions. On Dec. 31, 2007, Beaconfire helped Heifer raise $1 million online – in just one day. I wrote all of the membership messages for that campaign. Beyond copyrighting, I do a lot of brainstorming with Beaconfire regarding campaign themes – the most recent adopted idea was the Valentine’s Day “Kiss Hunger Goodbye” campaign. I’ve also contributed Web copy for ACLU and IUE-CWA.
SCENIC HUDSON
THE CHALLENGE: All the print, all the online
MY ROLE: Publications and Web Manager
MY CONTRIBUTIONS: Upgraded everything, from visual brand to Web site and online membership center
Managed the Web site, publications and online membership for 4.5 years for $5 million environmental nonprofit. Deployed membership management software, relaunched and managed the Web site, recruited 7,000 members in 18 months, ran cross-department E-Team to maximize membership opportunities throughout the organization. Worked closely with program directors to advance advocacy campaigns. Best advocacy moment — working on the team that stopped a health-threatening cement plant from being built in the valley. Thousands of letters and postcards helped convince the state to deny the company needed permits.
TOWN OF RHINEBECK WEB SITE
THE CHALLENGE: Relaunch a Web site covering two municipalities, using volunteers
MY ROLE: Co-Chair
MY CONTRIBUTION: Vision, project management, cheerleader
Don’t let the volunteer part diminish your opinion of the work. I direct a 9 person committee, work with Town Board to secure funding, hire and manage a graphic designer and Drupal freelancer and coordinate with more than 60 departments/committees/boards/councils in two municipalities. We have made great strides to foster responsive local government, educate residents about town and village business and encourage participation in the decision-making process and civic life. This site launched October 2007 and is an ongoing work-in-progress.
THE CHALLENGE: Introduce residents to an incredibly complex plan
MY ROLE: Communications consultant
MY CONTRIBUTION: Kept it simple and laid the foundation for future campaigns
I worked from August to November 2007 on a public education campaign to introduce the committee’s new plan, which boldly tackles the two top issues facing our town. I consulted with the committee on key message development, wrote and managed the production of a pamphlet and town-wide mailing, designed a presentation and marketed a series of public forums to engage the residents and local workers.
