marketing audit report
The Problem: We were making marketing decisions based on guesswork.
The Fix: I spent a year building a system to track every click and open across our social, email, and web platforms.
The Result: This led to our first-ever full audit of our marketing program. We finally saw exactly what was landing (like our grant program) and what wasn’t (early voting data). I used those insights to write a strategic plan rooted in reality, not vibes.
150% linkedin growth
When I stepped in as Marketing Director at DSPolitical, LinkedIn was a total afterthought. I decided to treat it like a community instead! We started highlighting the real people behind the work (employees, partners, and clients) and I stayed active in the comments daily.
The Result: In just eight months, our following grew by 150%. More importantly, it became our #1 source for new leads.
a selection of social posts
I love a beautiful graphic, but as a designer, I’m a pragmatist first. Anything can look nice, but if it doesn’t stop someone from scrolling or move them to take action, it’s not doing its job. These pieces are my favorites because they strike that balance: they look great, but they’re built to work.
10 year (+1) party
This was a fun one. DSPolitical’s 10th-anniversary party was delayed a year by the pandemic, so when it finally happened, the branding needed to feel like a real celebration.
From invitations to menus, email headers to gifts, and even custom juice box labels, every piece of collateral became an opportunity to showcase our brand’s personality in a fresh, unconventional manner.
I took our “standard” brand elements—reds, blues, and circles—and messed with them. I added hand-drawn sketches and playful distortions to everything from the menus to the juice box labels. It was a lesson in how to stay true to a brand while knowing exactly when to break the rules.
industry-specific copy for different audiences in mind
DSPolitical’s sales team was struggling to pitch to clients with different levels of tech-fluency. To help, I started developing all our marketing language into two tracts – high literacy and low literacy. The goal was simple: make sure the value of our work never got lost in translation.
High Literacy
For the data-science experts who need the technical “how.”
Low Literacy
For the decision-makers and newbies who just need to know the “why.”
Meta-Onboarders and Meta-DSPs for Comprehensive Data Integration
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Take Your Real Life Data into the Digital Realm
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Supply Path Optimization for Efficient Ad Delivery
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Ads Where Your Audience Is
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Randomized Controlled Trials and Scientific Studies
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Smart Use of Voter Data We use incredibly powerful technology to understand voters better. By partnering with Catalist, we get exclusive access to data that helps you target your audience more effectively, making your campaign messages resonate.
autoethnography
This is the piece of writing I’m perhaps most proud of. My undergraduate thesis on my experience of being a low-income student won first prize at my university’s undergraduate research symposium, but the real win has been the emails I still get today by students who read this piece. I chose to write it as an autoethnography (a style of research that mixes autobiography with ethnography) to make the academic writing feel more human and approachable. If you’d like to read the paper in its entirety, you may do so here.
Somebody Has to Pay Rent: The Critical Autoethnography of a Low Income Student
I wanted to go to college in the big city. After I looked at the annual cost of tuition alone, I never even applied. This was how my next stage of life was chosen for me: I researched price, compared it against the scholarships I would receive if I went, and ultimately went to the public university that offered me the largest lump sum in comparison to their total price. My relationship with higher education from the very beginning has always come down to money; where I went, the majors I chose, how I lived, what classes I picked out. Could I still work 40 hours on this class schedule? If the textbook is only used for a few assignments, can I afford to let my grade suffer but avoid the charge it would create on my credit card? If they took away my in-state tuition scholarship, would I just have to quit school?
My family has always reassured me that my education is an investment. Though I may spend money I don’t have now, I’ll get it back in time in the form of better paying opportunities. No doubt, nearly every student that has walked my campus has heard this line in some form or another. Universities prey on this notion- that education is the quickest, most successful way to improve your quality of life. Business students in particular have been known to attribute the value of their education directly to a belief that said education will result in future employment opportunities (Taylor, Hunter, Melton, & Goodwin, 2011). Perhaps none believe this notion more strongly then those looking to find class mobility through education.
Though perpetuating a message that their services will improve life is not intrinsically immoral, the predatory nature with which many high dollar institutions target low income families and students is incredibly damaging. Even institutions with so-called, “low cost” tuition rates often abandon those virtues the moment a low income student is enticed through the door. On average only 36 percent of a public four year university in-state student’s total budget is even used towards those tuition and fees (Berg, 2010). I certainly experienced this at my own, “low-cost” university, and spent the majority of my years in a program where my status as a low-income student was proven over and over again to be uncared or unconcerned for.