Project Management
Row New York held its 2020 annual benefit virtually, raising $480,000, and winning a Silver Telly Award in the Non-Broadcast Category. The event consisted of a microsite with an embedded live video, Powering Through. My work was to manage the logistics for multiple video shoots. I managed an external film crew and over a dozen staff members across departments. My team and I worked together to brainstorm, storyboard, and provide rounds of feedback for the film crew. I enjoyed translating the big picture into actionable tasks and seeing the project come to life. As always, I jumped in to do any task that was needed like making a cameo, driving boats, sweeping docks, and convincing a park full of people to quiet down while we filmed. Additionally, I worked with my team to send printed invitations and worked independently on the ticketing site, digital invitations, and social media campaign.
Creative
This video features one of my favorite ideas that came to life. This video premiered at our 2021 Benefit and emphasized the “New York” part of Row New York. My work included relaying the idea to the film crew, directing them during the shoot, and providing feedback. In terms of broll, I worked with a drone operator at a separate shoot, found key scenes in our content library, and shot a couple of the scenes myself. Finally, I coordinated with coaches and athletes to ensure the filming day went smoothly.
Email Marketing
My content strategy includes email marketing in the form of newsletters, event invitations, and fundraising appeals. I work with Mailchimp, Salesforce, Zapier, Indesign, and Canva. I manage a list of 12,000 subscribers. I automated the flow of contacts from Salesforce to Mailchimp and the welcome email. This newsletter below resulted in a 32% open rate.
Social Media
I manage the content creation and publishing for four channels: Instagram, Facebook, Twitter, and LinkedIn. I work with an Instagram team to post content to our Instagram stories nearly every day. The channels generate leads that become donors or athletes. I love engaging with community members, including youth, donors, board members, and partner organizations. My Instagram reach increased by 151% this year.
