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
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Digital Campaigns
CollegeGambling.org – March Madness 2014
Components:
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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
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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
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