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%.
Loyalty Email Development
Giant Food
MY ROLE
Email Developer
TOOLS
Salesforce Marketing Cloud, LiveClicker, Smartsheet, Litmus, HTML/CSS, AMPscript, Adobe Photoshop, FileZilla
BACKGROUND
Giant Food is the leading regional grocery retailer in the D.C. Metro Area. I worked as an email developer, producing responsive promotional emails for its customer loyalty program.
Design assets were provided by another team; my role focused on building, testing, and troubleshooting email templates to ensure consistent rendering across platforms. These samples include the launch announcement for Giant’s Flexible Rewards program.
Email System & Operations Revamp
NACCHO
MY ROLE
Project Coordinator
TOOLS
MailChimp, Real Magnet (Higher Logic), Excel, Spiceworks, HTML/CSS
DELIVERABLES
Custom Sign-Up Form, Optimized Newsletter Template, Migration Plan & Transition Support
BACKGROUND
As part of a broader collaboration among national public health organizations, the Council for Outbreak Response: Healthcare-Associated Infections (CORHA) previously managed a shared email newsletter. In an effort to streamline operations and centralize communications, CORHA transitioned full ownership of the email program—including its assets, subscriber data, and maintenance responsibilities—to the National Association of County and City Health Officials (NACCHO).
This transition required not only a technical migration from Mailchimp to Real Magnet (Higher Logic) but also strategic improvements to ensure long-term sustainability and cost efficiency. I led the data migration process, established Real Magnet accounts for the program’s internal stakeholders, and trained NACCHO program managers on how to use the platform. I also designed an optimized newsletter template and built a custom sign-up form to support list growth and improve user experience. By consolidating tools and internalizing program management, the project reduced reliance on external partners and resulted in cost savings over time.
