This is a sample of my work curated specifically for Yakkety Yak. I’ve included samples of:
- Advocacy campaign
- Feature writing
- Content marketing
- Social media advertising
Illinois PE Advocacy Campaign Landing Page
Create an advocacy campaign to oppose a bill reducing Illinois’ commitment to physical education.
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 for this landing page.
- More than 1,000 people submitted letters.
- During the campaign, the landing page was the most-visited page on our website.
- The conversion rate was 30% for visitors from Illinois.
Milwaukee Magazine Feature Story
Write a feature story analyzing the economic impact if Wisconsin legalized same-sex marriage.
In 2013, the governor of Minneapolis came to Milwaukee to encourage LGBTQ community to travel to Minnesota to get married. I pitched a feature story that analyzed what the economic impact would be if those couples stayed in Wisconsin to get married.
The issue of the magazine received a lot of attention, including several TV stories. Within six months of the story being published, the state of Wisconsin had legalized same-sex marriage. When I started reporting in fall 2013, advocate groups told me it was at least five years away. I like to think this story played a small role in moving up that timeline.
Medical College of Wisconsin Content Marketing
I was hired to create content marketing for the Medical College of Wisconsin (MCW) to raise the school’s profile.
The MCW website was redesigned recently, and this story was taken down, but you can read it on a local CBS affiliate website.
A professor at MCW treated a bonobo at the Milwaukee County Zoo. The school wanted to highlight the team that worked to save the bonobo’s life. I interviewed the professor and wrote the story.
This story got a few media placements for MCW, including a front page story in the Milwaukee Journal Sentinel.
Roller Derby Recruitment Campaign
Create a social media advertising campaign to boost recruitment for a learn to skate series for the Windy City Rollers.
Roller derby’s revival is rooted in feminism, and I wanted to harness that for this campaign. The social media campaign featured images of several Windy City skaters with similar messaging. The campaign targeted young women in Chicago.
The campaign was so successful, it had to be pulled before the budget was spent because the learn to skate series sold out.