Client: Documentary Film Nonprofit Project: Launch campaign for a suite of free resources

To drive downloads and visibility for a bilingual (English/Spanish) suite of ethical storytelling resources in the documentary film space, while increasing overall engagement with the organization’s mission.

A small nonprofit launched five free “Participant Care Resources” to promote more ethical filmmaking practices. Despite having established marketing channels, the organization faced several challenges:

Siloed internal communication across teams

Limited budget and shifting timelines

Dual reporting requirements (internal + grant-related)

Two of the five resources had already been released, requiring thoughtful repackaging and messaging cohesion

I led strategy and execution for a fully organic, multi-channel launch campaign tied to a live event at a major film festival. My contributions included:

Messaging development: Framed nuanced ethical topics in accessible, values-aligned language

Content creation: Wrote and designed emails, social posts, web copy, and a partner toolkit

Web development: Built a campaign landing page and homepage lightbox pop-up

Tracking strategy: Implemented custom UTM tracking for performance insights via Google Analytics and WordPress

Cross-functional collaboration: Coordinated with program leads, impact staff, and event producers

Identified high-performing platforms and referral partners via UTM tracking

Correlated communications timing with spikes in resource downloads

Fulfilled complex grant reporting needs with geographic and engagement data

Earned strong internal praise for unifying previously fragmented messaging: “The messaging works well because it emphasizes what the resources are and how we hope people will engage in a really succinct way. You tied them all together nicely.”

Integrated strategy bridges silos: Aligning departments under one campaign significantly boosted cohesion and results

Clarity and nuance can co-exist: Ethical content can be communicated clearly without oversimplification

Small budget ≠ small impact: Thoughtful execution and smart use of organic tools delivered outsized value