This national museum surged to a 100% increase in its website visitors, time on site, email list size, and Google search views. It rose to the #1 Facebook following of any art museum in Maryland. Press hits included CNN, Last Week Tonight with John Oliver, and New York Times. Revenue and attendance surpassed pre-COVID, despite reduced hours.
Direct mail revenue skyrocketed from $30k per year to nearly $700k over 3 years. Online, revenue increased 100% year-over-year in the same period. I helped reverse the debt of the print newsletter and annual report as lead editor and art director. The donor acknowledgement workflow was recognized internally as a model business practice.
“Helen is multi-talented.”
- Director of Design, AVAM
U.S. CAPITOL HILL
Serving Senator Ted Kennedy, I contributed communications support such as talking points for the senator, and a reference guide to the Elementary and Secondary Education Act for Senate staff. I organized hearings on policy areas such as international public health, the logistics of which included editing witness testimony.
Attendance records broke for MLK Day, Kwanzaa, spoken word nights, and history lecture series. Their e-list grew 530%. Press hits totaled 800 in one year and included CNN, New York Times, and Washington Post. The museum was named a Best of Baltimore by City Paper. Expanded audiences resulted from new video, photography, branded collateral, and community partnerships.
Guided 40% and 100% increases in Facebook and Twitter followers, respectively. Doubled initial registrations for their Volunteer Service Day with a targeted campaign. Created e-newsletters with click-through rates of up to 45%, compared to industry average of 20%.
New and existing patrons attended 200+ visual and performing arts events per year, under a strategy of messaging, design, and segmentation. Launching their first, original music videos expanded their reach, as did a selfie campaign that went viral. A style guide further strengthened the brand by increasing consistency of their visual identity.