WEBSITE
I believe a website is an organization's most valuable real estate. When someone lands on a home page, they need to understand the navigation and reach their destination in as few clicks as possible. I build content and information flow around that principle, working from input from organizational stakeholders to shape the best possible user experience. I also stay close to the back-end analytics, tracking where traffic goes, how people get there, and what can be done to improve that journey.
Website Examples:
Connections (Family Futures)
Nurture Nook (Family Futures)
Symphony 101 (Grand Rapids Symphony)
Volunteer (Grand Rapids Symphony)
Email subscribers come from different points across the customer journey, a first-time attendee and a longtime donor need different things from the same inbox. I write for that difference, and I use segmentation and automation to make sure the right message reaches the right person at the right moment. Whether the goal is filling seats or funding a program, the medium works the same way: earn the open, then earn the read.
Samples from this campaign:
Announcing Our Season (Grand Rapids Symphony)
Musical Snapshot (Grand Rapids Symphony)
From Questions to Confidence (Family Futures)
SOCIAL MEDIA
Social media never sits still. It's not enough to jump on a trending sound or the latest dance, you have to understand your audience and build content that feels authentic to both them and your brand. Whether I'm building on an established platform or adapting to a new one, I listen first, to the audience and to the trends, before I create anything.
Pride and Prejudice (Grand Rapids Symphony)
Screen Time (Family Futures)
Conflict and Resolution (Family Futures)
Black Panther in Concert (Grand Rapids Symphony)
Retro Day (Grand Rapids Symphony)
Tiktok
Handel’s Messiah (Grand Rapids Symphony)
Ask A Musician (Grand Rapids Symphony)
Elgar Rehearsal (Grand Rapids Symphony)
Long-FORM VIDEO
Long-form video is where strategy becomes narrative. A ninety-second impact video isn't a highlight reel, it's a story with a beginning, a turn, and an ending that earns the ask that follows it. I shape that arc before a single frame is shot: identifying the right voices, structuring the interview questions to get real answers instead of rehearsed ones, and knowing which few minutes of raw footage actually carry the story. The goal is never polish for its own sake, it's a story that feels true enough that someone remembers it after the video ends.
Organization Impact Video (Family Futures)
Musician Monday Series (Grand Rapids Symphony)
Podcast
A podcast lives or dies on whether someone comes back for the next episode. That's a different problem than a single video or email, it's less about one great moment and more about building a format people trust enough to return to. I've launched shows from nothing: defining the editorial voice, booking and preparing guests, and shaping raw conversation into something with actual pacing, not just a transcript with pauses removed. Some of that work has been in service of an organization's mission, some of it has been entirely my own, but the instinct is the same either way, ask the question that gets past the rehearsed answer.
Thrive by Five Podcast (Family Futures)
I Made This! A Creative’s Podcast (Personal Project)
Emotional Duct Tape (Personal Project)
And the Award Goes To… (Personal Project)
Contact ME
Are you interested in working together? Do you have a question about something not listed here? Please send me a message!