| Languagemate |
The childhood obesity epidemic has caused significant harm nationwide, and rates of overweight and obese Hispanic children are greater than those of the general population. The MiniMiti Adventures, an NIH-funded and -tested bilingual animated children’s program about healthy eating from LanguageMate was developed to help reverse that trend. I’m working with the company to locate funding and distribution partners for the program’s compelling educational content. |
| Freedom to Marry |
A leader in the fight for marriage equality, Freedom to Marry wants to capitalize on the growing public acceptance of gay marriage. To help them in their marketing and advertising efforts in states with pending legislation or elections, I analyzed existing data on attitudes and beliefs towards gay marriage, led a planning session with senior advertising strategists and drafted a new advertising brief. In addition, I’m informally advising the organization on communications implementation as well. |
| Park Slope Food Coop |
How do you deal with issues of bias and discrimination at a neighborhood institution that prides itself on progressive values? When I joined the Park Slope Food Coop’s Diversity and Equality Committee I helped them understand the breadth and scope of bias issues by developing, implementing and analyzing a membership survey at New York City’s largest food coop. Based on the findings, I led a strategic planning initiative to identify tactics and activities to raise awareness and change institutional behaviors regarding perceptions of bias and discrimination. |
Foundation for
Jewish Culture |
Having established its New Jewish Culture Network as an opportunity to bring contemporary Jewish music programming to venues across the country, I was selected by the Foundation for Jewish Culture to evaluate the program and its first commissioned tour. Utilizing a mixed methodology of stakeholder interviews, audience surveys and observational metrics, I’ve provided the Foundation with key learnings and best practices for future activities. |
| Ad Council |
During my 10-year tenure at the Ad Council, I helped build, innovate and grow the capacity of the organization in many ways:
- To streamline and improve the evaluation of campaign impact for sponsoring organizations, I led a team of researchers and analysts in developing new metrics based on a more holistic assessment of media delivery, consumer engagement and target audience behavior change.
- I designed and developed standardized research processes for tracking campaign effectiveness. This formed the basis for the first-ever PSA normative database; new campaigns can now benchmark their performance on a number of standard measures.
- I published case histories of Safe Gun Storage, Adoption, Drunk Driving Prevention and Autism Awareness campaigns, as well as other special reports and nonprofit manuals that you can download here.
- Recognizing that the Ad Council’s institutional knowledge was not always shared across the organization, I instituted, through technological, staff and procedural solutions, a cross-discipline knowledge management function that improved internal communications, documented best practices and increased understanding of “who does what and how.”
- Local TV and radio stations provide “bread and butter“ support for Ad Council campaigns, but could these markets be tapped for further growth? I led an internal strategic planning initiative to help make the organization more relevant in local communities resulting in a 10% gain in support of Ad Council campaigns in the top 20 US markets.
- Why do some campaigns get much more media exposure than others? I oversaw the development of a best practices multivariate analysis of campaigns, which identified the top 10 variables for achieving campaign success.
- One major challenge when working in the donated media environment is getting ads placed in the proper media environment. I negotiated pro-bono support from Mediamark Research (MRI) for its syndicated audience data, which helped to more narrowly define campaign audiences and allowed our media outreach team to better identify media partnerships and fine tune distribution practices.
- In order to get non-campaign projects funded, I secured over two million dollars in private foundation grants by networking, developing proposals, meeting with senior foundation officials and making compelling presentations.
- I appeared on local and national public affairs television programs, including C-Span, talking about engaging youth volunteers and the Ad Council’s response to 9/11.
- I was a frequent guest lecturer at Columbia University Mailman School of Public Health, Columbia University graduate program in Strategic Communications, Yale School of Management, and American University School of Communications.
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