Practice 360°
D.C. Bar
MY ROLE
Paid Social Media Manager
BACKGROUND
Practice 360° is an annual conference that focuses on the business and operational side of runnning a law firm in Washington, D.C. Session topics often include legal technology, business development, client relations, ethics, and more. With both D.C. and the D.C. Bar Association's membership being dominated by Big Law, Practice 360° provides an opportunity for solo practitioners, small and medium-sized law firm staff, and aspirants to gain insights and resources tailored to their unique needs.
The Marketing team executed an integrated marketing campaign for this event that involved social media, print, and email. I led paid LinkedIn advertising for this campaign. I identified key audience segments, tested and optimized creative assets, managed daily budget allocation, and monitored performance to maximize conversions.
Top Performing Ad
Highlights
- Achieved 0.8% CTR (above average)
- Reduced cost per visit by 15% below platform benchmark ($0.92 CPV)
- Delivered 100,000+ impressions and 800+ site visits within a $750 advertising budget
Bar Bulletin
D.C. Bar
MY ROLE
Email Producer
BACKGROUND
Bar Bulletin is the DC. Bar's sponsored, flagship newsletter, boasting an audience of 100,000+ subscribers. The weekly email publication serves as a key channel for member engagement and non-dues revenue, featuring the latest news and editorial content, signature event promotions, professional development opportunities, and paid advertising highlighting exclusive offers for products and services relevant to both members’ professional and personal lives.
As the email producer of Bar Bulletin, my responsibilities included:
- Collaborating with Marketing leadership and Senior Editors on content planning and copywriting
- Overseeing the QA process and refining template HTML and other formatting
- Liaising with Affinity Marketing staff to ensure successful sponsored content delivery
- Contributing subject-matter expertise to email optimization initiatives
- Reporting on newsletter performance
- Evaluating the production process and advising on process streamlining
The Bar Bulletin layout design is the result of collaborative effort and adheres to the latest brand guidelines.
Social Media Copy
D.C. Bar
MY ROLE
Copywriter, Social Media Specialist
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, 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. We launched just before the Bar's new branding had been finalized, so I was permitted to experiment with different visuals.
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.
