Case study 04 · Product and audience growth
Driving conservation forward
One program. Two communications challenges: modernize the Conserve Wildlife plate and build demand for Protect Florida Springs.
I led both initiatives across staff, agency partners, internal stakeholders, and state partners, with distinct strategies and measures of success.
01 · Product redesign
Conserve Wildlife
Modernizing a highly visible fundraising product while navigating creative, stakeholder, and state production requirements.
I developed the creative brief and project managed the agency through concept development, stakeholder review, technical requirements, and final production. The launch positioned the plate as both personal expression and an everyday action Floridians could take for wildlife conservation.
My role · Product positioning · Creative direction · Agency project management · State partnership
02 · Award-winning acquisition campaign
Protect Florida Springs
Turning roadside visibility into measurable digital action and specialty plate demand.
I led campaign strategy, creative project management, media planning, geofencing, and measurement. Outdoor placements worked with geofenced mobile ads and a direct purchase path, and the digital layer outperformed the campaign’s click-through benchmark.
My role · Campaign strategy · Team leadership · Creative project management · Media planning · Measurement
The through-line
From a better product to stronger demand.
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