multichannel campaigns
Landing Work You Love: A Tech Career Guide
the ask
General Assembly needed to help its community understand the bootcamp's different tech topics and the careers they can inspire. The information had to be specific enough to help those already considering a course without alienating less-aware readers.
the answer
I wrote a modular guide that distinguishes each career topic by aptitude, job responsibilities, career trajectory, and other helpful criteria, while introducing every topic's section with a common idea: What would lead someone to this specific career in real life?
That idea inspired the "It starts with..." prompt, which I adapted into a persona-driven social series to compete in a fast-scrolling environment and drive traffic to the gated guide. From the organic shares to the gratitude in the comments, this was a rewarding exercise in content strategy.
Hit Play: A Tech Conference Series
the ask
Well into the pandemic, GA was competing against Zoom-fatigue to drive sign-ups for its online global workshops.
the answer
We hosted an online tech conference event that featured curated monthly lineups and a music-inspired theme. Music gave the creative team a rich pool to reference, while also invoking ideas of celebration, togetherness, and joy.
Hispanic Heritage Month
the ask
Our Latinx ERG leaders wanted to use Hispanic Heritage Month to offer career events for the Latinx tech community and educate non-Hispanic members about the significance of Latin culture in tech.
the answer
Through a close collaboration with the ERG leaders, we developed a tone that incorporated aspects of both English and Spanish to engage multiple audiences.
Pride Month
the ask
For an event that celebrates inclusivity, many people can feel excluded. GA wanted to show support for its queer community that went beyond a 30-day rainbow logo on LinkedIn.
the answer
I highlighted more-marginalized examples of queer identities to raise awareness within GA's community and recognize less-celebrated areas of the LGBTQ+ spectrum. I also shared tips through an Instagram Reel on how to navigate real challenges as a queer person in the workplace.