Advancing Organizational Priorities

Summary
In August–October 2020, I oversaw a multimedia campaign to engage with audiences on a priority issue for the agency by better leveraging national Seafood Month. ​
Responsibilities
Goals and priorities
Messaging
Content management
Writing
Video editing

The Result

​The Seafood Month campaign helped NOAA Fisheries break its monthly pageview record. The splash page was viewed more than 5,000 times in October. Seafood Month feature stories were collectively viewed more than 15,000 times. The top two stories, 8 Delicious Fish You May Not Have Tried and Behind the Scenes of Most Consumed Seafood, had 2,090 and 1,383 total views, respectively. 

Seafood Month social media content reached nearly 125,000 people on Twitter and almost 78,000 on Facebook. 

What I Did

In the months prior to Seafood Month, I codified the agency's key messages on sustainable seafood and crafted a content management plan to carry those messages to strategic audiences. This included:  
  • Researching competitor messaging and products to identify opportunities to highlight our comparative advantage. 
  • Identifying existing resources that could be repurposed for the campaign with minimal staff hours required. 
  • Creating new content so it could also be used for other priority initiatives, such as communicating the economic impact of the agency's work. 
  • Creating and executing a content distribution schedule. 
  • Presenting to internal audiences on campaign results.