Wayfinding Academy is a start-up alternative college in Portland that needed compelling content to share with their community of donors and supporters. The stories on their blog needed to highlight the college’s unique approach to learning, including a focus on experiential learning, student retreats, and organizational culture.
Oregon Humanities asks readers to contribute writing related to each issue’s theme. In Summer 2017, the theme was “Claim,” and the writing needed to reflect some aspect of the things, identities or people we claim. The micro-essay I wrote was published in the issue.
TEDxMtHood (formerly TEDxConcordiaUPortland) needed speaker and performer announcements that would clearly establish how exceptional these people were in order to drum up excitement and ticket sales for the event. Creating the announcements required background research, interviews, and adherence to an upbeat tone. Announcements featured numerous notable Portlanders including writer Cheryl Strayed, rapper Mic Crenshaw, dramatist Bruce Livingston, filmmaker Brian Lindstrom, and artists Band.
TEDxMtHood asked me to succinctly articulate the stories behind their yearly event themes. Hours of creative discussion led to a single word or phrase, but how could I synthesize, organize, and communicate the thinking behind it? The story of each theme needed to inspire the illustrious event speakers and give them focus. Equally important was each theme’s appeal to our community of attendees. Here they are: 2014 Pulse, 2013 Velocity, 2012 Becoming Extraordinary.
Branding and Strategy
Danville Teen Counseling specializes in treating adolescents using a unique modality rooted in theory and research. Its brand had not yet been defined, so we worked together to determine its core story and the problems it was solving. The tagline and short-form web copy we devised immediately communicates this story while using SEO best practices and appealing UX to reach more clients.
Wayfinding Academy‘s chief initiative for the 2018/2019 academic year was a focus on college and the community. I completely revised the bimonthly newsletter to share what students were learning and to emphasize community events and involvement. Over a six month period, I tracked 8% audience growth as well as increased engagement.
Higher Ed Content Creator
For more than a decade I have written, revised, and edited eLearning content using Canvas, Blackboard, and proprietary software at six colleges and universities in California and Oregon. Creating eLearning content requires exceptional organization and clarity so that students can easily navigate course pages and effortlessly understand instructions.