Communication

Clear, creative communication has the power to change how people see an issue—and inspire them to act. I use my experience in storytelling, marketing, and media relations to help nonprofits amplify their message, strengthen their brand, and connect with the communities they serve.

How I strengthen media relationships and public awareness:

  • Secured nearly 40 unique media stories during my first year at Volunteers of America, which was a 200% increase over the previous year. During my third year with the organization, we had more than 12 media appearances in just one week. Served as agency spokesperson, supporting the organization’s reputation through both positive and sensitive news cycles.

  • Crafted press materials and advisories that led to coverage from top TV, radio, and print outlets, including a major press conference attended by the top five local media organizations. Innovated “ready-to-air” media packages during the COVID-19 pandemic to streamline coverage, and later presented this strategy to over 120 attendees at the COLLABORATE Summit hosted by Cause Collaborative.

  • Wrote countless executive speeches, developed digital and print press kits, and secured government proclamations recognizing our programs, people and impact. Coordinating proclamations and media coverage exemplifies the heart of my work. Below are some snapshots from David’s 100th birthday (photos below). I cherish storytelling and use it to honor people in our community, and highlight the mission behind every message.

Three people celebrating a 100th birthday, sitting in front of a black and gold banner with the text "Happy 100th". An elderly man in the center, using a walker, is flanked by a woman on the left and a man on the right, all smiling and showing a sense of joy.
A framed proclamation celebrating David Richards' 100th birthday, held inside a grand building with high glass ceilings and ornate architecture.
A collage of vintage and recent photos of a family, including a wedding portrait, children playing, and family gatherings.

How I build marketing and advertising strategies that drive engagement and growth:

  • Managed end-to-end commercial development, from negotiating ad schedules and media buys, to writing scripts, recording voiceovers, and leading video production. In addition to television commercials, I also have placed ads on streaming services, websites, Google, Spotify, YouTube, Meta and Instagram.

  • Developed and implemented targeted marketing campaigns that enhanced community visibility and increased inquiries—reaching 787 new inquiries in one year from prospective families seeking placement, and more than 1,200 the following year. Used geo-fencing technology to reach and engage audiences near competitor locations, expanding community awareness and driving inquiries.

  • Led brand positioning analysis and market research; enhanced digital visibility through SEO. Took the organization from third-page search results on Google to the first page (ranked #3) for local homeless shelters.

  • Created multi-year communications strategies with defined goals and tactics for each area of outreach, while managing daily social media, email, website, and multimedia storytelling to ensure a cohesive and mission-driven message across platforms.

Project Example

I debated highlighting a telethon, a live TV broadcast, or a social media campaign—but ultimately chose this project because it brings together so many aspects of communications into one fun, high-energy initiative: The Strike Out Poverty Campaign (partnership with the Rochester Red Wings).

Leading up to the special event, I handled all campaign strategy and creative production: filming promotional videos with the Red Wings, designing event materials, launching a text-to-give campaign, and managing multi-channel promotions across social media and press. It was one of those projects that captured everything I love about communications.

On game day, our CEO would throw the ceremonial first pitch, we’d have digital graphics up on the stadium’s big screen, and print advertisements throughout event print materials and signage. I would spend the the day everywhere at once—on the field for the first pitch, up in the press box for a live radio interview, down on the concourse managing our outreach table, up in the stands with our large group of employees who came to watch and support, and back on air announcing raffle winners. It wasn’t a huge campaign—never more than $10K—but it was always full of life. The energy, the community, the sense of togetherness…it reminded me what this work is really about.

Two baseball players from the Rochester Red Wings team high-fiving each other, with a logo overlay that reads 'Volunteers of America Strikeout Poverty' and features a red-winged bird mascot and baseball bats.
Jordynn Barnhart Sullivan, Dan Mason, and Junior Dillion smiling in front of a Rochester Red Wings logo at a stadium or sports venue, with a table of papers and drinks nearby.
A baseball game is happening at a stadium, with players, a large screen, and spectators visible. The sky is overcast.
Two women smiling and holding baseballs at a baseball stadium. One woman is wearing a white Adidas cap, and the other is wearing a white cap with a colorful logo. The stadium is dimly lit, suggesting evening or night.
Two announcers wearing headsets and speaking into microphones broadcast a baseball game from inside a booth overlooking the field.
A broadcast control room with two technicians operating multiple monitors showing baseball game footage and a reporter being interviewed. The room has various electronic equipment, headsets, and a window with a roll-up blind.
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