Family & Community Wisdom Campaign
Leading strategy and execution for a multi-channel campaign that expands reach and drives measurable engagement.
Context
Region 16 launched Centering Family & Community Wisdom, a virtual forum series bringing together educators, families, and community members to engage with leaders in equity, sovereignty, and decolonization.
The campaign required a cohesive strategy to align messaging, visual identity, and multi-channel outreach for a broad, cross-sector audience.
Strategy
- Develop a campaign strategy that centers lived experience, values-driven language, and audience specificity.
- Center speakers' experience and expertise as the primary drivers of engagement.
- Build a cohesive narrative and visual system across channels.
- Prioritize clarity, accessibility, and storytelling.
- Refine outreach based on data-informed insights around strengths, gaps, and opportunities.
Tactics
- Plan and manage a multi-channel campaign across web, email, and social platforms.
- Shape and edit content to ensure clear, consistent narrative flow.
- Provide creative direction and oversight for all campaign assets and visual systems.
- Publish and promote content across blog, resource hub, newsletters, and social media.
- Track and analyze performance to inform ongoing strategy and reporting.
outcome
A cohesive, values-driven campaign that engaged a diverse, cross-sector audience and expanded Region 16’s reach.
Across six sessions drew participants from state, district, and Tribal education systems, community organizations, and advocacy groups across more than 15 states.
Campaign performance included a 106% increase in LinkedIn profile traffic, peak email open rates of 89%, and social media posts that significantly outperformed typical engagement benchmarks.
Client
Alaska Department of Education & Early Development
My Roles
Directing, videography, storyboarding, editing, graphics, and post-production
Context
For years, Alaska ranked near or at the bottom among all states on national reading assessments, leading the Alaska State Board of Education to adopt Alaska’s Education Challenge in 2017, prioritizing early literacy to close opportunity gaps and improve student outcomes.
The Alaska Department of Education & Early Development launched a series of initiatives to equip educators with evidence-based literacy tools, including the Alaska Reads Act, annual Science of Reading Symposia, virtual and in-person professional development, and printed resources backed by the Science of Reading.
Though the 2024 symposium marked only the end of the first year of implementation, educators were already talking about their students' significant gains in reading.
Deliverables
I created a documentary-style video that captures the momentum of the Reads Act's first three years; informs parents, school boards, and community members of state literacy initiatives and developments; and compels state lawmakers to continue supporting these efforts.
I served as director/videographer for all interviews and b-roll, created the storyboard, edited and implemented post-production, and wrote and designed all graphics for this video. The video will be shown at future reading symposia, on the state senate floor, and at school board and PTA gatherings around the state.
