As the chief social strategist for the national 4-H brand, I led collaboration and strategy for leveraging new media platforms that best complimented national messaging. By transforming and streamlining the social presence, our channels met or surpassed all national non-profit benchmark metrics of engagement and growth during my time with National 4-H Council. Through our efforts of establishing a unified voice, including the initiation of individual C-Suite leadership accounts, and our channels met or surpassed all national non-profit benchmark metrics of engagement and growth, including 270% increase in Facebook fans (80k to 300k+) and 120% increase in Twitter followers (400 to 7,000+).
As the historic Girl Scouts brand was re-energized to match a generation of tech savvy girls, I worked to develop the organization’s digital and social presence for the Nation’s Capital region. With a constant eye on youth safety, we sought to build a positive space for girls and adults to interact safely on the web.
Projects that sought to move traditional print content online included our first online-only Annual Report, the initial transition of a monthly print newsletter to email and web, and a social media presence on Facebook, Twitter, and a new blog. In this role I contributed to strategic planning for communication, in addition to creating original content, ghostwriting and monitoring engagement.
As project manager for this annual national campaign to promote youth science engagement, I had the opportunity to execute youth and adult-friendly deliverables, including videos, an interactive website, learning resources, and marketing/PR materials. Thanks to $300,000 budget from donors including Wal-Mart, Toyota, Lockheed Martin, John Deere, ACH Foods, our efforts produced more than 320 million media impressions.
As part of the 2012 National Science Experiment, 4-H Eco-Bot Challenge, youth will enhance their engineering skills by learning to think like a robotics engineer, assembling their own robots, also known as Eco-bots, and control surfaces in order to manage an environmental clean-up. Developed by The Ohio State University, this experiment invites youth to test the interaction between the Eco-Bot’s environmental engineering design features and various control surface configurations.
The 2011 National Science Experiment, Wired for Wind, explores how to engineer renewable energy technologies, and the positive impact that they can have in communities across the country and the world. Developed by the University of Nebraska-Lincoln and the University of Nebraska Cooperative Extension program, this experiment engages young people in design, build out and testing of two different wind turbine models.
The 2010 National Science Experiment – 4-H20 – is designed to engage youth around the country in asking the question: Why is water quality important and why is it important to understand it now? In this experiment, youth will participate in a live demonstration of how carbon dioxide builds up in the atmosphere.
Beginning in 2010, I transitioned the National 4-H Council Annual Report from a legacy print piece, to a compelling digital magazine. Working with a designer and co-writer, we embedded dynamic content into a rich media platform that celebrated the new brand and mission of the organization.
As a member of the hyper-local blogging community, I write for Borderstan where our team covers the communities of U Street, Logan Circle and Dupont Circle in the District of Columbia.
To read more, go to Borderstan.