The Marshall Project Portfolio

This is a sample of my newsletter work curated for The Marshall Project. I have included:

  • Email Newsletter
  • Re-Engagement Campaign
  • Advocacy Campaign

Email Newsletter: Turnaround for Children

Project Brief

Develop a monthly newsletter for Turnaround for Children to share ongoing work, partner resources, and media mentions.

The Opportunity

Turnaround for Children regularly sent out emails to its audience but did not have a regular, ongoing newsletter to share information. A regular newsletter provides consistent communication with your audience.

The Outcome

  • Average open rate of 30% and average click-through-rate of 3.3%
  • Regular driver of high-quality traffic to the Turnaround for Children website

Re-engagement Campaign: American Migraine Foundation

The Brief

Develop an email campaign aimed at re-engaging American Migraine Foundation contacts who hadn’t opened at email in at least 12 months.

The Opportunity

A large percentage of the American Migraine Foundation’s contacts were considered unengaged, which was dragging down the overall open rate of the organization’s emails. We removed the unengaged contacts from the list, and I spearheaded the development of a drip email campaign focused on winning back those contacts.

The Outcome

  • Won back nearly 2,000 contacts (more than 10% of the total unengaged contacts) in the first month of the campaign
  • Removing inactive contacts also improved open and clicks rates for other organization emails

Advocacy Campaign: Healthy Schools Campaign

Project Brief

Create an advocacy campaign to oppose a bill reducing Illinois’ commitment to physical education.

While I know The Marshall Project does not do advocacy, this project represents how I used cross-promotion and outreach to grow our mailing list.

The Opportunity

The state of Illinois was considering a bill to weaken the physical education requirements in schools, so we developed an advocacy campaign to get Illinois residents to write letters to their elected officials. I developed the content and overall strategy (including partner outreach and email marketing) for this landing page.

The Outcome

  • More than 1,000 people submitted letters, most of which were not on our mailing list previously
  • 30% conversion rate for visitors from Illinois