Rise N Shine Farm Rome, Georgia The Ask The Details My Involvement The Ask Timeline: January 2015-May 2015 The organic farm and food cooperative was looking for help with their website content as well as upleveling their membership emails and social media posting strategy. I developed a consistent email and social calendar. Plus worked with the web designer on updating website content including on-page content, blogs, and recipes. The Details I developed a comprehensive and consistent email and social media calendar to enhance engagement and communication with members. I also influenced their tabling presence and point-of-purchase (POP) items with new graphics and copy. Additionally, I collaborated closely with the web designer to update and revitalize the website, focusing on improving on-page content, creating informative and engaging blog posts, and adding a variety of new recipes to attract and retain visitors. These efforts helped streamline the cooperative’s digital presence and foster a stronger connection with its community. My Involvement Strategy: social, email, webContent: web, blog, email, recipes, print collateral, organic social Liaison: client, accountManagement: account, client, project, budgetSocial: strategy, content, graphics Tools: Hootsuite, Pages, Numbers, InDesign (PC)
Category: Social
OAK Health Club
OAK Health Club Ashburn, Virginia The Ask The Details My Involvement The Ask Timeline: April 2019-May 2022; Construction & Presale, Opening & Operations The OAK Health Club project spanned from construction/presale to opening/operations, with the goal of developing and implementing a comprehensive marketing strategy to drive member prospects for the fitness center within the newly constructed free-standing wellness center. The Details Working together with ASI (parent company of AARP) and Exos, I collaborated on the development of the new facility’s unique brand and vision. Coordinating the ASI and Exos leadership teams, I created the marketing strategy and budget for pre-sale, opening. We then moved into regular operations, programming promotions, and member communications to increase engagement and retention while continuing to grow the OAK member base. Marketing assets included a website, Facebook and Instagram channels, Google and Facebook PPC, direct mail series, print ads, emails, and organic social content. My Involvement Strategy: marketing plans for pre-sale, opening, launch, operations, eventsBrand: creation, implementation, managementContent: web, email, print collateral, presentations, organic social, DM, advertising, signageLiaison: senior leadership, account, staff Management: account, client, project, budgetSocial: strategy, content, graphics Tools: Google Suite, Basecamp, Canva, WordPressTraining: marketing, Canva, webWeb: content
JCC MetroWest
MetroWest JCC West Orange, New Jersey The Ask The Details My Involvement The Ask As PR Coordinator and then the Director of Marketing/Public Relations at MetroWest JCC, I spearheaded marketing and communications efforts for North America’s fourth-largest Jewish community center. The Details Upon joining in 2000, the marketing department lacked clear brand guidelines and structured marketing processes, with limited staffing resources comprising only a Director, a part-time graphic designer, a part-time writer, and additional consultants. By the time of my departure in 2013, I had expanded the department to include three graphic designers, a part-time digital consultant, and a part-time writer. During my tenure, I oversaw the introduction of two new websites and successfully integrated the JCC into the social and digital landscape, including Facebook and Google PPC. I also led the marketing and branding for a $15 million campus construction and renovation project. One of my key achievements was establishing and implementing a defined brand identity, which significantly enhanced the organization’s visibility and consistency in messaging. This included all branding and marketing for: 10,000-square-foot fitness and wellness center Indoor aquatics center with two 25-yard pools 40-acre summer day camp 20,000-square-foot early childhood center 350-seat theater and cultural arts center Café, senior center, children’s activities, and special events Membership initiatives. $15.5 million Renovation & Construction project I spearheaded the marketing and branding for the $15.5 million renovation and expansion project at JCC MetroWest. This involved creating a distinct R&E brand, keeping members informed, updating the public, and attracting new prospects throughout construction (members, early childhood, summer camps, etc.). The project, completed in June 2007, encompassed nearly the entire facility renovation, adding a 365-space parking garage, a 10,000-square-foot fitness center, a 20,000-square-foot early childhood center, and a two-story atrium with a kosher café. My Involvement Strategy: marketing plans for membership, fitness, events, summer camp, preschool, center for the artsBrand: creation, implementation, managementContent: web, blog, email, print collateral, presentations, radio scripts, organic social, DM, advertising, signageLiaison: senior leadership, board members, staffManagement: team, project, budgetSocial: strategy, content, graphics Tools: Microsoft Suite, Constant Contact, InDesign, EasyProjects, Google Analytics, Google PPC, Web (custom CMS)Training: marketing, email, Canva, webWeb: wireframe, content, launch, management