Since 2020, I have periodically freelanced for Ogilvy DC’s Strategy Team. During this time, I have facilitated stakeholder interviews, conducted focus groups, helped lead brand workshops and developed a social playbook for one of the biggest organizations in behavioral health. Along with the wonderful team at Ogilvy, I have been fortunate enough to work with reputable clients like the Peace Corps, USAID and National Science Foundation.
Developed the creative strategy and messaging for the Giving Tuesday campaign for the National Women’s History Museum. Giving Tuesday is typically a crowded time for non-profit organizations who are attempting to fundraise. With no media budget, we needed a bold campaign that would capture the attention of our largely female fan base on social media. Given that women make up just over half of the American population, without women’s history, only half of history is told. We garnered attention with this message. Collectively, all four posts organically drove 3000 engagements and reached 80 000 people across Facebook and Instagram, with not a single cent of advertising budget.
Developed a marketing campaign for Suburban Hospital, a member of Johns Hopkins Medicine. Suburban Hospital has been in the community for many years, but it was perceived to be old and at the time (2018), many did not know that it was part of Johns Hopkins Medicine. We were challenged to create a campaign that showcases who Suburban Hospital is, their affiliation to Johns Hopkins Medicine, all while retaining their local and community centric positioning. Using the headline "World Class. Local," we captured the world class care that Johns Hopkins provides, but also highlighted that Suburban has and will continue to be local. Long exposure photography allowed us to create a unique and compelling look, which breaks away from typical stock photography used in the category. The campaign is a 2018 silver American Advertising Award winner for a local integrated advertising campaign in D.C.
