To build the new zooknoxville.org site with my team, we conducted user research and market intelligence to inform content and UX strategy, design direction, SEO strategy, and more.
helping impact our community
To modernize perception and increase engagement with Tennessee’s WIC program, I helped lead the strategic development of an integrated, audience-first campaign centered around accessibility, inclusivity, and family support.
The initiative began with audience testing and message validation to identify the strongest emotional and behavioral drivers across key demographics. Insights from that process informed the campaign platform, “WIC Grows With Families,” which became the strategic and creative foundation for a statewide, omnichannel effort.
Billboard creative for Dawn of the Dinosaurs Summer Exhibit 2023
Opening of the new ARC Campaign—the largest capital project in Zoo Knoxville history
omnichannel approach
From there, I helped guide a fully integrated communications ecosystem spanning paid media, digital storytelling, multilingual outreach, environmental branding, and public-facing education. The campaign combined high-performing social creative, OTT/CTV, programmatic display, native advertising, transit media, outdoor placements, gas pump advertising, and localized print collateral to meet families where they already lived, traveled, and consumed content.
Beyond awareness, the work was designed to reposition WIC as a modern, family-forward resource while driving measurable outcomes including enrollment growth, app engagement, and stronger community trust among both mothers and fathers across Tennessee.