
Jiell Richardson
Strategic Multichannel Marketing Specialist
Jiell Richardson
Strategic Multichannel Marketing Specialist
Jiell Richardson
Strategic Multichannel Marketing Specialist
Crisis Response Social Messaging Strategy
D.C. Bar
MY ROLE
Content Creator — Messaging & Visuals
DELIVERABLES
Social Media Copy, Visual Assets, Organic Social Media Posts, E-Newsletter Features
KEY RESULT
6.9% Engagement Rate
BACKGROUND
In early 2025, federal policy changes and mass layoffs disrupted the legal profession, leaving many D.C. Bar members suddenly unemployed or facing significant uncertainty around job security and their ability to continue practicing. In response, Bar leadership tasked the Marketing team with developing an awareness campaign to reassure members during this period of instability and reinforce the value of continued membership.
I played a key role in shaping the messaging strategy, recognizing the importance of framing the Bar’s services and resources as long-standing member benefits, not reactive offerings created in response to the crisis. I aimed to convey that the D.C. Bar was conscious of real-world events, while remaining attuned to the needs of all its members.
The campaign included a series of organic social media posts and e-newsletter features, crafted to speak directly to members affected by the crisis while reinforcing the enduring value of Bar membership for prospective members and the wider legal community. The result: an above-average engagement rate of 6.9%.