From Strategy to Execution
Campaigns, brand work, audience growth, and marketing programs across nonprofit,
consumer, real estate, events, and hospitality.
Campaign Strategy
Campaign planning built around audiences, goals, channels, and measurable outcomes.
Audience Engagement
Audience growth through relevant messaging, experiences, partnerships, and programming.
Brand Development
Brand growth through clear messaging, consistent experiences, and audience insight.
Featured Work
Goodwill Mass – Audience Growth, Engagement, and Brand Repositioning
Case Study Description
Morgan Memorial Goodwill Industries’ social media presence operated under the Goodwill Boston identity despite serving communities and operating programs across Massachusetts.
I led the transition to Goodwill Mass, repositioning the social presence to better reflect the organization’s statewide footprint while building a more consistent approach to content, campaigns, and audience engagement.
The rebrand created a clearer statewide identity and provided a stronger foundation for continued audience growth across Goodwill’s social channels.
City-Specific Brand Identity
The Goodwill Boston name no longer accurately represented an organization serving communities across Massachusetts.
Rebranding an Existing Audience
The transition needed to introduce Goodwill Mass without losing the recognition and audience already established under Goodwill Boston.
Broad Organizational Story
Social channels needed to represent more than one part of Goodwill, balancing workforce programs, retail, donations, fundraising, events, and community initiatives.
Audience Growth
The rebrand also needed to support continued growth beyond the organization’s existing followers and reach new audiences across the state.
I repositioned the social presence around the Goodwill Mass identity while maintaining continuity for the existing audience.
- Updated social branding and channel presentation
- Established a more consistent content mix across programs
and initiatives - Planned organic and paid campaigns around specific audiences
and priorities - Used audience targeting to extend content beyond existing
followers - Monitored performance to adjust content and promotion
- Maintained regular publishing throughout the transition
Established the Goodwill Mass Identity
Successfully transitioned the organization’s social presence from Goodwill Boston to Goodwill Mass, creating a clearer identity that reflects its statewide reach.
Expanded Audience Reach
Grew Goodwill Mass to 11.6K Instagram followers and 9.6K Facebook followers through consistent content, targeted campaigns, paid promotion, and audience-focused planning.
Broader Organizational Visibility
Expanded visibility for Goodwill’s workforce programs, retail stores, fundraising campaigns, events, and community initiatives across its social channels.
Stronger Platform for Ongoing Campaigns
Built a larger statewide audience that continues to support Goodwill’s campaigns, programs, promotions, fundraising, and community work.
Goodwill Boston Career Center – Launch, Marketing, and Ongoing Communications
Case Study Description
Morgan Memorial Goodwill Industries launched
Goodwill Boston Career Center on January 1, 2025, transitioning workforce services previously delivered through MassHire into a Goodwill-operated program.
I led the launch and day-to-day marketing and communications for the Career Center, ensuring public-facing information accurately reflected services, processes, and offerings throughout an active transition.
This effort centered on maintaining accuracy, consistency, and continuity across marketing channels throughout the transition, supporting job seekers, partners, and ongoing workforce programming as the Career Center moved fully under Goodwill ownership.
Brand and Program Transition
Workforce services transitioned from MassHire to a Goodwill operated Career Center, requiring a clear shift in brand ownership, messaging, and public understanding of who was delivering services.
Legacy Information Still Live
Websites, marketing materials, event listings, and campaign assets continued to reference MassHire language and processes after launch, creating confusion during the transition period.
Live Operations During Launch
Career services, workshops, and employer engagement activities remained active throughout the transition. Communications could not pause or reset without disrupting people already using services.
Volume and Speed of Required Updates
A large volume of public-facing materials needed to be reviewed, corrected, and aligned within a compressed launch timeline.
Maintaining Clarity for Active Job Seekers
Job seekers and partners already engaging with services required clear, consistent information to navigate the transition without interruption or misunderstanding.
This work focused on stabilizing communications during the transition from MassHire while ensuring workforce services remained visible, accurate, and uninterrupted.
Execution occurred alongside active operations, requiring updates without pausing or resetting ongoing outreach.
- Rebuilding the Career Center website
- Recreating program and event marketing materials
- Standardizing Career Center forms and documents
- Establishing a new calendar and workshop schedule
- Rebuilding email campaigns and communications
- Developing presentations for employer processes
Stabilized Communications After Transition
All Career Center communications were brought into alignment following the transition away from MassHire, creating consistency across digital, print, and in-person touchpoints.
Enabled Operational Consistency
Staff gained clear, reliable materials and messaging to confidently support daily services, workshops, trainings, and employer engagement.
Established Brand Presence Across Channels
Website content, email communications, program materials, and event information followed a unified structure, making services and events easier to understand and access.
Introduced Communication Frameworks
The systems, materials, and workflows developed support ongoing operations and future growth, allowing communications to remain accurate, consistent, and maintainable over time.
Goodwill – Summer Sweater Promotion & Email Audience Growth
Case Study Description
In July, Morgan Memorial Goodwill Industries launched a summer sweater promotion designed to drive retail engagement while growing its email audience.
Customers received a promotional offer in exchange for signing up for Goodwill communications, connecting an immediate in-store incentive with a longer-term audience-building goal.
The promotion generated more than 5,000 new email subscribers, significantly expanding the audience Goodwill could reach through future retail, fundraising, workforce, and organizational communications.
Growing the Email Audience
Goodwill needed to expand its subscriber base beyond existing contacts and create a stronger direct channel for reaching customers and supporters.
Creating a Compelling Incentive
The promotion needed to give shoppers a clear reason to subscribe while remaining simple enough to understand and use during a store visit.
Connecting Stores and Digital Communications
The campaign had to turn an in-person retail interaction into an ongoing digital relationship with Goodwill.
The promotion was built to turn a seasonal retail offer into an email acquisition campaign, giving shoppers an immediate incentive to join Goodwill’s email audience.
- Developed the campaign messaging and promotional materials
- Connected the sweater offer directly to email signup
- Promoted the campaign across participating Goodwill stores
- Created store messaging around the offer and signup process
- Coordinated subscribers for future email communications
- Monitored signups to track audience growth
Email Audience Growth
The July promotion generated more than 5,000 new email subscribers, substantially increasing Goodwill’s direct marketing audience.
Greater Reach for Future Campaigns
The expanded subscriber base created a larger audience for retail promotions, fundraising, workforce programs, events, and organizational communications.
Long-Term Value Beyond the Promotion
A short-term seasonal offer became a lasting audience-building initiative, giving Goodwill a stronger direct channel for future engagement.
MMGI- Statewide Donation Campaign for Goodwill Attended Donation Centers
Case Study Description
Morgan Memorial Goodwill Industries executed a statewide, multi-channel donation awareness campaign supporting Attended Donation Centers (ADCs) across Massachusetts. The initiative centered on the organization’s “Create New Lives” message while emphasizing clear, accessible donation options at the local level.
The work involved coordinating messaging and creative across paid media, transit advertising, radio, social platforms, earned media, and owned digital channels, including a dedicated campaign landing page. Campaign communications connected donated goods to Goodwill’s workforce development mission while maintaining consistency across regions, formats, and media partners.
Execution required applying a centralized campaign structure across a distributed donation network, balancing statewide brand alignment with locally relevant communication to support sustained donation participation.
Distributed Donation Footprint
Attended Donation Centers operated across many municipalities, requiring consistent statewide messaging while accounting for differences in location awareness, access, and local donation behavior.
Limited Local Awareness of Donation Options
Many potential donors were unaware of nearby Attended Donation Centers, their hours, or the benefits of donating at staffed locations, limiting participation despite existing demand.
Consistency Across Channels and Markets
Campaign messaging needed to remain clear and consistent across paid and earned media, transit advertising, radio, social, and web while avoiding fragmentation across towns and platforms.
Translating Brand Messaging Into Practical Action
“Create New Lives” messaging needed to be connected directly to tangible donation behavior, ensuring brand storytelling supported clear, accessible paths to participation.
This work focused on building a cohesive, statewide donation awareness effort that increased visibility and participation at Attended Donation Centers while maintaining consistency across regions, channels, and media partners. The approach balanced centralized campaign messaging with locally relevant information to support sustained donation activity across Massachusetts.
Execution required coordinating creative, messaging, and distribution across digital, out-of-home, radio, earned media, and owned channels, while ensuring all communications clearly connected donations to Goodwill’s workforce development mission.
- Developing a donation message adaptable statewide and locally
- Running paid media across social, transit, and outdoor channels
- Writing and coordinating radio copy with regional media partners
- Creating landing pages and blog content for discovery
- Supporting local ADC’s with town-specific messaging and data
- Coordinating earned media outreach with local newspapers
- Ensuring consistency across creative, tone, and calls to action
Expanded Donation Visibility
The campaign increased awareness of Attended Donation Centers by clearly communicating where, how, and why to donate, reducing friction for potential donors across multiple communities.
Clear Conversion from Awareness to Participation
Donation activity increased significantly during the campaign period, indicating that messaging effectively translated awareness into measurable donor participation across Attended Donation Centers.
Consistent Multi-Channel Execution
Creative and messaging remained aligned across paid media, transit, radio, digital, and earned media placements, reinforcing recognition and recall regardless of touchpoint.
Reinforced Donation Understanding
Campaign messaging provided clear guidance on donation locations, process, and purpose, supporting informed participation.
Mission on Fire × Goodwill – Collaborative Community Donation Initiative
Case Study Description
Mission on Fire and Morgan Memorial Goodwill Industries partnered on a month-long community donation initiative designed to increase physical donations while supporting local workforce and community programs.
Execution required coordinating promotion across two independent organizations, aligning messaging, incentives, and timing while maintaining operational simplicity for in-store teams. Communications needed to motivate participation, set clear expectations, and translate attention into in-person donation activity.
The initiative demonstrated how disciplined coordination and shared accountability can activate local audiences and produce tangible outcomes through focused execution.
Brand Credibility Development
As a new fusion restaurant, Mission on Fire needed to establish trust and community recognition while core operations were still taking shape. Marketing activity had to reinforce credibility without outpacing operational readiness.
Initial Operating Conditions
Mission on Fire launched while staff training and service workflows were being finalized. Marketing and community-facing activity needed to align with evolving day-to-day operations to avoid setting expectations the restaurant could not consistently meet yet.
Service Capacity Limits
Early operations required marketing and promotion to remain tightly calibrated, ensuring participation levels matched what the restaurant could reliably sustain.
Cross-Organization Coordination
The initiative required close coordination between Mission on Fire and Goodwill, aligning messaging, timing, and execution across two rganizations with different operating rhythms and priorities.
This work focused on activating community participation through a coordinated donation initiative while respecting the operational realities of a newly launched restaurant and aligning execution across two organizations.
Execution combined coordinated promotion with embedded, in-store advocacy. Working directly within both organizations enabled real-time alignment between messaging, incentives, and customer experience, ensuring the initiative remained visible, credible, and operationally appropriate throughout the campaign.
- Aligning messaging and incentives across both organizations
- Matching promotion to operational capacity
- Introducing a shared gift card incentive to motivate participation
- Coordinating timelines and in-store execution across teams
- Reinforcing promotion through direct, on-site engagement
Established Early Local Credibility
The initiative positioned Mission on Fire as a credible participant in a local Goodwill-led effort during its launch period, reinforcing trust and visibility through a clearly defined, time-bound collaboration.
Translated Engagement Into Action
The month-long promotion converted engagement into measurable results, resulting in over 75 pounds of clothing donations collected to support Goodwill’s employment-focused services.
Maintained Operational Alignment
Promotional activity remained closely calibrated to day-to-day operating conditions, avoiding overextension while sustaining consistent execution throughout the initiative.
Coordinated Cross-Organization Efforts
The collaboration showed that disciplined coordination across two organizations—spanning messaging, incentives, and in-store execution, can produce concrete outcomes without adding operational complexity.
