MARKETING PROJECTS
Forsyth County Government
Community & Economic Development
2023
Semi-Annual Update 2022-23
Project Manager & Designer
[in collaboration with Director and team]
This project is a supplementary insert that was included in our mailer to all community partners to accompany the FY22 Impact Report. Throughout this project I focused on the crucial elements of design - spacing, contrast and balance. Our Director wanted the Update to mirror the stylistic elements of the Impact Report and highlight some statistics/new program initiatives from the first half of FY23. My hope was to create a flyer simple enough to hold attention but broad enough to encompass the diversified community impact taking place.
2022
Small Business IDA Program Marketing Campaign
Project Manager & Creative Direction
[in collaboration with Program Lead]
This project is a recent opportunity to market the launch of our rebranded Small Business IDA Program. Through collaboration with various members of our Economic Development team, I built out a campaign to target low-income small business owners seeking to expand their business with financial education and potential match funds. Encompassing multiple areas of marketing including email, social media, website and print this project taught me the importance of revising for clarity and defining your target audience.
2022
First Departmental Impact Report FY22
Project Manager & Creative Direction
[in collaboration with Graphic Designer]
The creation of our very first Impact Report took place earlier this year in collaboration with our MIS department. As the project manager, I led departmental brainstorming sessions, directed the report layout and content creation and managed the retrieval of content from coworkers. This project allowed me the opportunity to work alongside and learn from a graphic designer and taught me the importance of intentionally seeking out all sorts of different types of feedback/critique.
2022
Department Logo Design
Creative direction & design
This logo went through several early sketches and revisions before it even became a potential graphic. Our goal was to visually represent our department as the bridge of growth, opportunity and reinvestment between the city and the county. Being a government entity we had to overcome several hurdles to create a design that would be overarching yet direct.
2021
Departmental Programs Rack Card
Designed & built out content
For this project, I was tasked with creating a departmental program flyer that encompassed who we are, what we value and what we do. Throughout the revision process, I saw the importance of providing context as well as showing instead of telling. Using a bulleted list of key items as well as communicating directly with our audience instead of using impersonal jargon allowed us to save space and create a more interactive resource for the public. The back of the rack card was translated into Spanish instead of expanding on new information, to not only broaden our scope in the community but also draw our audience to our website to learn more.
2021
Housing Rehabilitation Program Mailer
Designed & built out content
I designed this mailer to market our housing rehabilitation program in select municipalities where we needed to boost our applicant pool. We have sent as many as 700 mailers at a time and seen a significant increase in calls and online inquiries. The difficulty in using this method was strategizing how to reach several different populations at once and overcome the barriers of age, education or access to technology.
2021 / 2022
Workplace Campaign to
Benefit the Arts Council
Co-chair of Campaign & Creative direction
Over the last two years, I have co-chaired two workplace campaigns to fundraise for the Arts Council of Winston-Salem. From my experience co-leading the first campaign, I adapted my marketing strategy to focus more on simple and direct messaging as well as ease of access for employees. I learned that sometimes it was most efficient to compile all information in one place and other times it was crucial to simplify the graphic or communication for clarity/appeal. Some of the marketing materials I helped create or design were campaign flyers, event flyers, website layouts and campaign emails.
2020
Rebranding of Department Website
Project Manager, Content Creator &
Creative Direction
Internship Project
The Forsyth County webpage for the Community & Economic Development Department was ANCIENT for 10+ years before I became an intern in 2020. Over the course of 9 months I was able to rebrand our department website, in collaboration with the MIS department, and create a user-friendly experience that tells our story to the community. Our goal was not only to present our organization as accessible to all but also firmly rooted in the notion that community development starts within and among the community. I have revised the site quarterly over the last two years and it continues to shift and change with the development of new initiatives.
