Click on any of the images below to view the media coverage, marketing collateral and website content supporting these projects.
Developed the Paws for a Cause campaign which won the 2021 American Marketing Association Best in Cause Related Marketing Campaigns. This campaign connected people to the Nevada Humane Society mission during a time when people felt disconnected during the quarantine. It elevated the Nevada Humane Society brand and reached new audiences by utilizing targeted marketing strategies that helped exceed the $100,000 fundraising goal for this project.
Oversaw the development and implementation of Path to Net Zero -the Commercial New Buildings program offerings specific to Energy Trust of Oregon. By positioning this program with a unique brand identity the organization was able to tailor messaging, creative and tactical implementation to better reach its target audience. This body of work required the simplification of complex concepts and messages into clear, concise, engaging designs and powerful messaging. The end result is a customer journey that engages commercial business owners in Oregon and SW Washington in a way that builds community, saves energy and elevates the brand.
Worked closely with media outlets to craft and time coverage of Nevada Humane Society's role in the ASPCA Nye County, NV. rescue effort that resulted in fundraising goals being exceeded and helped find wonderful homes for these dogs and puppies.
Directed Nevada Humane Society's role supporting the ASPCA rescue of nearly 300 neglected dogs in Nye County, NV. This rescue was a difficult case that required a specialized rescue team, highly-trained foster volunteers and was an amazing rescue to coordinate. Being involved in this way and getting to know all the people that made this rescue effort possible, made this a truly special story to tell. In addition, turning this story into Nevada Humane Society's Giving Tuesday Campaign helped the organization exceed it's $50,000 fundraising goal by raising over $70,000.
Directed the development of infographics designed to simply complex concepts and distill them into engaging, creative visuals. Pictured here is a process visual designed to simply explain the participation process for Energy Trust of Oregons Path to Net Zero program.
Collaborated with the Home Means Nevada creative team to create an Adopt Local brand that encompasses the wild Nevada spirit for animal lovers. This project was well received in the community and the stickers and shirts developed continue to generate revenue for Nevada Humane Society.
Project managed the redesign of Ameren Missouri's Demand Response program (Peak Time Savings) product pages from creative concepting through implementation. This webpage redesign increased page visits, CTR, program enrollments and improved SEO and overall user experience.
Organized, promoted and hosted an Adopt-a-Versary party for Instagram celebrity, and rescue dog Peanut (aka @nutterbutterrescuepupper). Leveraging Peanut's popularity and creating a unique Peanut-themed event (including peanut-themed drink and food specials) that included a raffle component, allowed us to raise $10,000 for a Northern Nevada Senior Dog Rescue that is near and dear to all of our hearts. Several hundred people attended this event, which was a true labor of love and collaborative effort of animal welfare advocates, local businesses and media outlets. Based on data provided from Critical Mention the earned media coverage of this event included; 22 mentions, reached an audience of over 253,000 and received over $257,000 in PR coverage.
Project managed the creative development and execution of the Patriot Hall Path to Net Zero video case study for Energy Trust of Oregon. This story exemplifies the Path to Net Zero community and what it means to make the commitment to net zero energy use in a way that inspired countless other businesses to participate.
Developed the concept and managed the team responsible for producing the From Neglected to Cherished video. This video was designed to increase awareness of animal neglect issues and encourage support for legislative action. This video and the corresponding campaign garnered significant community support and increased awareness of this important issue. It was also the feature video of the 2022 Heels & Hounds champagne brunch and fashion show that helped Nevada Humane Society raise over $130,000.
Directed the research, and developed the communications plan and marketing strategy required to reach commercial cannabis growers upon the legalization of commercial cannabis in Oregon on behalf of Energy Trust of Oregon. As a creative problem solver who excels in the development of effective, out-of-the box solutions that get results, leading this project was an amazing opportunity. This project resulted in innovative research and a robust marketing and outreach strategy, both of which have been used as benchmarks for other energy-efficiency organizations working within the commercial cannabis space.
Crafted the messaging and managed the communication strategy on behalf of Nevada Humane Society for the Caldor Fire evacuation crisis. In addition to the public facing communications of needs and PR coverage of this amazing effort, I volunteered my time personally to assist with the evacuation site operations.
Designed and implemented a multi-channel campaign educating Nevadans on summer pet safety issues. This campaign was a collaborative effort with Northern Nevada animal welfare partners which I managed and includes a PSA-style video on the dangers of leaving pets in hot cars which is up for a Public Service Announcement Award.
Worked with multiple stakeholders to identify and feature Oregon breweries doing cutting edge, innovative work in the energy-efficiency space. This work was highlighted and these stories were told in both video and print to ensure the organization was able to reach the intended target audience across a variety of communication channels.
Managed crisis communications during a population crisis at Nevada Humane Society during which the animal shelter was at capacity and unable to accept additional pets in need. The image above ran as the front page story in the Reno Gazette Journal newspaper in print and online, along with significant additional regional media coverage communicating this crisis and promoting a free pet adoption event designed and implemented by my team which helped to get over 100 pets adopted in the course of a single weekend. These efforts brought the community together to support the organization's mission, helped find homes for pets in need and procured highly valuable earned media coverage for the organization.
Leveraged the internet-famous Peanut (former Nevada Humane Society rescue pet) to increase brand awareness and garner additional supporters for Nevada Humane Society. Treating Peanut as an animal welfare influencer and cross-promoting events, promotions and fundraising efforts via Peanut's platforms proved highly effective. Peanut merch was also developed as an additional fundraising tactic and continues to sell well.
Collaborated with the Home Means Nevada creative team to create an Adopt Local brand that encompasses the wild Nevada spirit for animal lovers. This project was well received in the community and the stickers and shirts developed continue to generate revenue for Nevada Humane Society.
Managed the team that designed and executed the most lucrative and engaging Heels & Hounds fundraising gala Nevada Humane Society has hosted to date. The concept of Diamonds in the Ruff allowed us to incorporate amazing real-life rescue stories to share the work Nevada Humane Society does everyday in an authentic and engaging way. For the first time ever the pets in the rescue stories featured on the big screens were also modeling on the runway with their adopters and sharing their stories from the podium.
Developed the concept and managed the team responsible for producing From Neglected to Cherished. The feature video of the 2022 Heels & Hounds champagne brunch and fashion show that helped Nevada Humane Society raise over $130,000. https://www.youtube.com/watch?v=s_llqk7qoJg
Redesigned the Foster Program brand for Nevada Humane Society to develop a sense of consistency, clarity and belonging for both employees and volunteers. This program helps to save the lives of over 2,000 pets in need each year and desperately needed its own unique identity under the Nevada Humane Society brand umbrella.
Identified and showcased the work of Oregon commercial cannabis growers by featuring their work in Energy Trust of Oregon case studies. Pictured (and linked to) here is Hi-Fi Farms, a commercial cannabis grower that was able to repurpose a vintage barn by renovating it into a new grow facility. Case studies in this industry were of particular importance at the time of commercial cannabis legalization in Oregon as one of the most significant barriers to participation was a reluctance to switching to energy-efficient equipment, due to a strong preference for equipment with track records for proven quality. Showcasing examples of businesses that were able to do this successfully, was essential to the adoption of energy-efficient equipment and operational efficiencies within this industry.
Directed storytelling to increase value for business partners and elevate the Nevada Humane Society brand. As part of the annual Subaru Loves Pets campaign, I lead the Nevada Humane Society team that creates and promotes a special Make a Dog's Day adoption event. Each year the organizations highlight a special #Underdog rescue story. Pictured here is little Underdog Asher who made his television debut with me before being adopted by community members who saw him on air and fell in love!
Managed the crisis communications needed to address a Panleukapenia outbreak that occurred in 2022 and affected the cats and kittens residing at Nevada Humane Society. This was a life-threatening outbreak that received significant media coverage and concerns from organization stakeholders and community members. I was able to craft a proactive message that allowed the organization to get ahead of this issue with coverage that ultimately garnered support and donations throughout this crisis.
Lead the creative and communications efforts to redesign Ameren Missouri's Demand Response Program (Peak Time Savings) webpages and supporting collateral. The outcome of this project improved the SEO, user experience and marketing performance results for the client and ultimately lead to increased program enrollments and additional energy savings.
Project managed the annual Impact Report for Nevada Humane Society each year. Working across multiple programs to identify and tell the most compelling rescue stories of the year to meet fundraising goals and generate awareness of the organization.