Portfolio

Strategic messaging, digital campaigns, media relations and partnership building. All are components of the work that Amy has done for the past 10 years.

Resume

You can download the PDF here.


Digital Campaigns

CollegeGambling.org  – March Madness 2014

Components:

BetonU College Gambling Infographic CollegeGambling.org Digital Campaign

Results:

  • 15% of NCAA Division I schools began using the CollegeGambling.org Toolkit during college orientation
  • Increased digital engagement by 30% on the NCRG’s social channels; increased followers by 20% across social channels
  • Newly released video viewed more than 2,000 times in first week on CollegeGambling.org
  • Survey and video garnered coverage in casino industry and higher education trade outlets

Message Strategy for Education on Public Health

National Center for Responsible Gaming

“What is a Gambling Disorder?”

“Impact of the NCRG”

Components:

  • Conducted market research that showed key stakeholders’ level of understanding for gambling disorder and responsible gaming; findings showed that clear, concise videos were a strong way to communicate complex information.
  • Completed landscape analysis of donor companies and the commercial casino industry
  • Tested messaging with select stakeholders with the goal of elevating the field of gambling disorder as a larger mental health issue as an addiction

Results:

  • Developed a revised organization messaging document to highlight the NCRG’s movement to it’s 2020 goals, focusing on evidence-based treatment options and outreach to regulators
  • Created two videos that explained the basic science and the NCRG’s work over the past 20 years; both have been shared online and in training meetings for casino employees at all levels
  • Grew the NCRG’s partnership group to include 15 national mental health organizations and affiliated groups, including national sports leagues and membership associations for lawyers, judges and medical professionals
  • Raised the profile of the field among researchers; NCRG-funded research cited as rationale for including gambling disorder as an addiction in the American Psychiatric Association’s fifth edition of the Diagnostic and Statistical Manual of Mental Disorders (DSM-5)

Media Relations

White House Commission on Presidential Scholars – U.S. Department of Education

Presidential Scholars Presidential Scholars Presidentail Scholars

Components:

  • Conducted full media analysis of past Presidential Scholars Program; provided counsel to president-appointed advisory committee and U.S. Department of Education leadership
  • Developed and implemented customized media relations training for 25 high-school seniors and advisory committee
  • Pitched both programmatic and individual participant stories to national, international and local media

Results:

  • Placed more than 100 stories in national and local outlets, including CBS News, USA Today and The Washington Post
  • Increased social media engagement with the U.S. Department of Education feeds by 20%

Online Engagement

National Indian Education Association – Website Redesign and Social Media Launch

NIEA Website

Components:

  • Worked with Board of Directors to refine the NIEA’s mission and vision
  • Clarified the NIEA’s messaging for the end goal of increasing the organization’s membership
  • Developed a comprehensive social media landscape and conducted traditional and social media training for NIEA Board members and key partners
  • Directed vendor during website redesign and photo shoots in Native communities to represent our key audiences
  • Implemented A/B testing with social media posts; finalized social media editorial calendar

Results:

  • Increase in engagement on social media channels by 25% each month for first three months
  • Garnered extensive media coverage in trade press for goal audiences
  • Sustained social media plans helped to increase membership by 2,000 in the first year