OPPORTUNITY
A 4-part negative series about the museum launched in the Baltimore Sun on my first week on the job. I immediately began rebuilding press relations, brand equity, public awareness, and articulating the museum's value. Buttressing this was a redesign of all communications to have a consistent visual identity across materials and to strengthen brand recognition. The new templates were inspired from the dramatic architecture and color palette of the building, to serve as a constant reminder of the museum itself.
Art Direction Sample
LEWIS MUSEUM OF
MARYLAND AFRICAN AMERICAN
HISTORY & CULTURE
“Helen is collaborative and delightful.”
- VP of Marketing and Engagement Strategy, National Aquarium
Emma Wesoloski
Results
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250% increase in YouTube watch hours and views
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100% increase in site visitors, time on site after redesigning AVAM.org
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100% increase in email list
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100% increase in Google search views in less than a year
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2 million views of Google profile in Q2 2021 after launching Google Business profile strategy
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#1 Facebook following of Maryland art museums
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2x-4x the average CTR of Google Ads
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Voted Best Museum and Best Tourist Attraction in Baltimore Sun Readers' Choice Awards, 2021
RESULTS
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Broke attendance records for MLK Day, Kwanzaa, spoken word, and history lecture series
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Partnerships include: Smithsonian Channel, Amtrak, Mocha Moms, AIA, Chesapeake Shakespeare, Comcast, McDonald's
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Sold out Dance Theater of Harlem for the first time since it performed at Murphy Fine Arts Center
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Expanded and upgraded image library with professional-grade photography
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New York Times, Washington Post, CNN, NBC, Time, USA Today among earned media
RESULTS continued
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800 media mentions in 1 year
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530% growth in e-list subscribers with 100% of that growth in the first year alone
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700% increase in attendance to African American Children’s Book Fair event over three years
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Matched Facebook engagement of museums with 4x the followers.
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Media hits from The Kinsey Collection exhibit matched that of its three prior tour stops, combined.
ART DIRECTION / DESIGN
PRESS SAMPLES
VIDEO
PRESS SAMPLES
VIDEO
handled storyboard, script, talent recruitment, logistics
SOCIAL EXAMPLE
Audience engagement matched that of museums
with 4 times our following.
