Marketing Campaign Management
Six years of developing, executing and managing paid marketing campaigns that advance program goals and community initiatives.
Featured Projects
HOPE & DTRF Property Tax Assistance Programs
Rocket Community Fund, Detroit Housing Network & CHN Housing Partners
Giving Detroiters HOPE Through Property Tax Assistance
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Brief Development
Campaign Management
Creative Direction & Development
Data-Informed Campaign Strategy
Media Agency Management
Network & Brand Building
Public-Private Partnerships
Trauma-Informed Storytelling
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Display
OOH
Programatic
Radio Partnerships
Social
TV Radio
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City of Detroit’s Board of Review
City of Detroit’s Housing and Revitalization Department
Rocket Community Fund
Gilbert Family Foundation
Various Media Agencies like Universal McCann, Fusion 92 and Adwater
Go Take Media
Yankee Peddler
City of Detroit’s Housing and Revitalization Department
Bridging Communities
Central Detroit Christian
Jefferson East, Inc.
Matrix Human Services
MiSide Wealth (formerly Southwest Solutions)
Wayne Metro CAA
The City of Detroit’s property tax foreclosure crisis has claimed one in three homes since 2009. Racist housing policies caused tens of thousands of Detroit families to be overtaxed by $600M, resulting in blighted homes, mass displacement and the devastating loss of generational wealth in Detroit, specifically amongst the Black Community.
Since 2019, I’ve led paid media campaigns that leveraged digital and traditional channels to encourage Detroiters to apply for property tax assistance programs like the City of Detroit’s Home Owners Property Exemption (HOPE) program and the Detroit Tax Relief Fund (DTRF) with the support of a housing counselor. While many organizations worked to increase program awareness through events, door knocking and other efforts, the paid media campaigns that I led represented our coalition’s paid media strategy for property tax assistance in Detroit.
Campaigns I led contributed significantly to a 238% increase in HOPE applications between 2018 - 2024.
At the Rocket Community Fund, we leveraged historical call center data, program eligibility and lived experience to build audience personas for qualifying HOPE and DTRF residents. We used radio, TV and OOH to expand the reach of our message while retargeting website visitors and engaging our audience personas with digital and OTT messages that encouraged residents to call or schedule an appointment with a HOPE Counselor online.
Once at the Detroit Housing Network, we began leveraging CRM data to sharpen our audience personas with exact income, household size and other demographic data points. Over the years, data would steer us away from radio and OOH and towards OTT, TV, social media and PPC campaigns to reach our audiences more efficiently. Today, we continue to use campaign performance, call center data and anecdotal insights from stakeholders to inform our strategy, increase property tax assistance appointments and help Detroit residents avoid property tax foreclosure.
Bridging Detroit’s Digital Divide with Federal Relief During the COVID-19 Pandemic
Rocket Community Fund
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Brief Development
Campaign Management
Creative Direction & Development
Data-Informed Campaign Strategy
Media Agency Management
Network & Brand Building
Public-Private Partnerships
Trauma-Informed Storytelling
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TV
Radio
Social
Print
Sponsored Content
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City of Detroit’s Office of Digital Inclusion
Connect 313
Universal McCann
Passion MGMT
In 2015, the Federal Communications Commission called Detroit’s “digital divide” one of the most extreme in the nation. According to the latest Census data, roughly 20% of Detroit households don’t have an internet subscription and 42% of Detroit households lack access to high-speed internet. The COVID19 pandemic only exacerbated this inequity, leaving children without access to school and adults without access to online work, healthcare and more. In 2021, the Federal Government created the Emergency Broadband Benefit program - a $3.2B fund that allowed qualifying Americans to receive discounted internet services and devices.
At this time, the Rocket Community Fund was already partnered with the City of Detroit’s Connect 313 program, Human IT and Brilliant Detroit - all organizations that were working to bridge Detroit’s digital divide. With my team’s experience leading paid media campaigns for property tax assistance and local cultural events, we saw an opportunity to advertise the Emergency Broadband Benefit program - or EBB313 - to Detroiters. Over 250K households - about 40% of all Detroit households - were expected to qualify for this program.
“Detroit is second nationally helping residents get connected (to the Emergency Broadband Benefit Program), behind only New Orleans.”
Our campaign goal was to reach at least 30% of all qualifying Detroit households and sign them up for EBB313. To do this, our campaign was weighted heavily towards mobile social media combined with traditional broadcast TV and their digital tier over the air stations that could be accessed via “bunny ears.” While social media spend was reallocated to other channels due to underwhelming performance, we saw the most success in market when TV and radio were running together. We also utilized owned channels to reinforce our message across paid media channels. For example, we saw a 1,500% increase in calls after sharing a printed flyer with the Detroit Housing Commission and their tenants.
Towards the end of our campaign, the City of Detroit released a statement saying that “the City of Detroit is among the top two cities in America in getting its residents signed up for Emergency benefits to help them access the Internet.” This translated to over 45K Detroiters receiving more than $2M a month in internet benefits through EBB313.
The Fold Creative Agency & Michigan Alliance for Justice in Climate (MAJIC)
Pressuring Congress for Green Jobs, Expanded Health Care and Climate Solutions
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Advocacy
Campaign Management
Data-Informed Campaign Strategy
Graphic Design & Copywriting
Network & Brand Building
Paid Social Media Management
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Facebook
Twitter
Instagram
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Green New Deal Coalition
Democratic Socialists of America
Michigan Environmental Justice Coalition
In September of 2021, progressive and moderate Congressional Democrats were at odds with two pieces of Federal legislation - The $3.5 trillion Build Back Better bill that would expand Medicare and combat climate change, and President Biden’s $1.2 trillion Infrastructure Package that would rebuild roads, bridges, water and energy systems. The divide was simple - progressives wouldn’t vote for the infrastructure bill unless the Build Back Better bill was passed in its full form.
As a team of three, The Fold Creative Agency had recently taken on a brand, logo and website development project with Michigan Environmental Justice Coalition’s (MEJC) for their new Climate Justice campaign, Michigan Alliance for Justice in Climate (MAJIC). With experience running paid social media campaigns and familiarity with the brand and message of MAJIC, we were asked to develop a paid media campaign that would ask Michiganders across the state to put pressure on their representatives to support the Build Back Better Bill. Our campaign was one of dozens like it across the country, coordinated and supported by the National Green New Deal Coalition.
Nearly 250 new followers and 3,500 conversions successfully increased brand awareness and Bill advocacy amongst constituents.
Our campaign goals were to build MAJIC’s brand presence across the state of Michigan via social media, and to drive constituents - specifically in MI districts 8 and 11 - to contact their representatives with a message of support for the Build Back Better Bill. With a budget of just a few thousand dollars, we developed a paid and organic social strategy that leveraged the Green New Deal Coalition’s network of owned digital channels in Michigan. We created and shared graphics that specifically called out the names of MI representatives and the key messaging components of the Bill.
The campaign led to over 3,500 people visiting our All Actions page to contact their representatives. The Build Back Better Bill would eventually be reduced to to a shell of itself that was stripped of free college tuition and expanded Medicare, before it was voted against and sidelined by a key West Virginia moderate.