work

Little Bellas: More Girls On Bikes Video Project

Little Bellas, founded in Vermont in 2007, is dedicated to empowering young women through mountain biking, fostering a supportive community, promoting goal setting, and nurturing positive female relationships. Despite their focus on camaraderie and enjoyment, they faced challenges in conveying their non-competitive approach.

Purpose: The aim was to identify the gap between Little Bellas' mission and its perception by families, mentors, and participants, exploring the root of miscommunication and suggesting solutions.

Research: Interviews, surveys, document analysis, observations, and social listening provided insights from mentors, parents, and participants.

Key Issues: The competitive mindset among mentors, parents, and ambassadors inadvertently influenced Little Bellas' non-competitive environment, conflicting with the organization's values.

Video Production: Dragon Fruit Video

Problem Statement: The target demographic struggled to fully understand Little Bellas' mission due to competitive elements within the program.​

Proposed Solutions: Recommend crafting and sharing clear messaging emphasizing the program's non-competitive nature, consistently communicated across various channels. Additionally, propose creating a video featuring testimonials from mentors, participants, and parents, highlighting camaraderie while avoiding competition.

Results: Post-implementation, messaging campaigns effectively conveyed the non-competitive ethos, supported by testimonials from mentors, parents, and ambassadors.

Little Bellas: Campaign & Theme Development 

In collaboration with Borah Teamwear, our team designed a Sprinkle jersey. To complement this design, I developed a 'Sprinkle The Fun' campaign. This encompassed several elements:​

  • A dedicated hashtag: #SprinkleTheFun

  • Sponsor Content Collaborations

  • Event Activations

  • Country-wide Program Activations featuring Rocco the raccoon

Little Bellas: Expanding Representation: Diversifying Social Media and Website Content

Curated assets to create a diverse and well-balanced social media presence representing all program participants and locations. Developed compelling stories and posts across relevant social media platforms. Engaged with Ambassadors, mentors, and participant families to foster growth in following and engagement metrics.

Crafted inclusive and representative website content to mirror the diversity of program participants and locations. Shared curated content with the Little Bellas community on Facebook and Instagram. Increased social media following through organic posts, giveaways, and other strategies.

Sea Otter Classic: Onsite Event Social Media Coverage, Media Center Staff

Marketing Manager for Sea Otter Play (virtual event 2020) and Sea Otter Classic 2021, 2022.

In this role, I performed the following duties and more:

  • Email Marketing

  • Market Research

  • Website Management

  • Social Media:

    • Content Creation

    • Asset Curation

    • Copywriting

    • Community Management

  • Event & Sponsor Activation Schedule Management

  • Media List Management

  • Onsite Media Relations

  • Onsite Event Support

RunSedona: Marketing, Onsite Social Media Coverage & Photography

Marketing Manager for RunSedona 2021, 2022, and 2024.

​In this role, I performed the following duties and more:

  • Email Marketing

  • Market Research

  • Website Management

  • Social Media:

    • Content Creation

    • Asset Curation

    • Copywriting

    • Community Management

2024:

  • Onsite Social Media Coverage and Photography

The Specialized Cactus Cup

Marketing Manager for Cactus Cup 2021, 2022, and 2024.

In this role, I performed the following duties and more:

  • Email Marketing

  • Market Research

  • Website Management

  • Social Media:

    • Content Creation

    • Asset Curation

    • Copywriting

    • Community Management

Uproar: Outdoor NC Social Media Copywriting

Freelance Services:

  • Copywriting

  • Content Research

  • Asset Curation