2020
Meet Rubenstein Scholar Yodit Gebretsadik – CASE Circle of Excellence Awards – Video – Silver
Past clients and work include:
Nikon. World Wildlife Fund. MasterCard. General Mills. US Army. IHG. The Ohio State University. Smithsonian Institution. Verizon Wireless. United Way. Nestlé. Howard University. Unilever. Ad Council. José Andrés ThinkFoodGroup. NWSL. Chop’t. Chicco.
Select Projects
Duke Women’s Impact Network
I worked with Duke WIN to revise their brand positioning, messaging, and content strategy to better engage current members and enable them to attract new members. I developed a new website structure, wrote website copy, and envisioned a welcome kit for future members.
Howard University
Howard University had a clear challenge. Alumni giving was low compared to other universities, and it was having trouble hitting its targets for even the most needed scholarships. In April 2016, the White House announced that then-President Obama would be giving that year's commencement speech. We worked with Howard to capitalize on the excitement around the speech to increase alumni participation, while growing the number of donors and dollars raised. By the end of the campaign, revenue had increased 66% year-over-year, donors increased by 21%, and the total numbers of donors increased by 61%. The campaign was so successful that Howard used the messaging and tactics as the foundation for future fundraising campaigns.
Blue Out Penn State
Laura March and I founded and organized the first and largest public response to the Jerry Sandusky child abuse scandal at the Pennsylvania State University. Through brand strategy and platform development, we championed the idea of wearing blue, the color of child abuse awareness ribbons, to "Blue Out" the football stadium during the first home game after the scandal on November 12, 2011. In only six days, we motivated the participation of over 100,000 people and raised $126,000 and counting for various child abuse prevention charities.
Chicco
To help launch Chicco, a prominent European baby brand, in the United States, we realized we first needed to teach its correct pronunciation. Through the integration of webcams, websites, Times Square billboards, and countless other mediums, Chicco started to become a household name.
Nikon D7000
With new 1080p HD video recording capabilities, the Nikon D7000 microsite aimed to show how amazing this recently released camera is with an all new campaign video featuring the famed wirewalker, Philippe Petit.
In addition to site and documentary work, this project included an interactive advertisement in the iPad version of the January 2010 issue of Wired Magazine.
In addition to site and documentary work, this project included an interactive advertisement in the iPad version of the January 2010 issue of Wired Magazine.