Greater Twin Cities United Way (2/2018 – 12/2021)

I worked at Greater Twin Cities United Way as a Sr. Content Strategist. My responsibilities were:

  • Create content to support revenue generation, employer branding, and Diversity, Equity and Inclusion initiatives
  • Creating video and written content for social media, paid ads, blogs, and email
  • Managing and optimizing a content workflow and editorial calendar
  • Continuously test new ideas and channels, and make ongoing optimizations to active campaigns
  • Create and report presentations to leadership and external partners

Greater Twin Cities United Way is a United Way Worldwide affiliate that is located in Minneapolis, with a focus on the 9 county area near the Twin Cities metro. United Way’s focus is to identify and resolve pressing community issues and to make change in communities through partnerships with schools, government agencies, businesses, and others. GTCUW’s funding areas include education, public health, and homelessness.

My Work

Co-directed our 2021 brand video, showing how GTCUW is showing up in brand new ways in our community in the wake of George Floyd.
Storyboarded , shot and edited our Career Academies video, a video about United Way’s education initiative ,
which enables schools to provide a training plan in order to get students ready for the workforce.
authored blog
authored blog

Recognizing Juneteenth

authored blog

September 15th Kicks Off Hispanic Heritage Month!

Action Day Social: We leveraged our partnership with our local sports teams for awareness of our largest event Action Day, a day where our community comes together to pack backpacks for kids in need of school supplies. With green screen footage provided from the teams we were able to make these fun ads and social posts to drive to drive fundraising. I created the social plan and wrote copy for paid and organic content.
Co-directed 2021 Action Day hype video.
Wrote script, co-directed and edited the 2021 Action Day slingshot giveaway video.
Co-directed the 2019 Action Day video. This video gives highlights from Action Day as well as explains the need in the community, how we address that need, and some of our partners and sponsors.
This year at Action Day, over 4,000 volunteers showed up at Xcel Energy Center to pack 40,000 backpacks! Want to learn more? Visit – www.gtcuw.org/actionday
Wrote and co-directed the 2019 Action Day promo, which ran prior to Action Day on 8/8/19. I got to scout for and hire local actors, and Nordy from the Minnesota Wild! This fun promo was to promote our Action Day event, an event that GTCUW puts on where volunteers pack backpacks full of school supplies for local kids so that they have what they need to start the year off right. For 2019, over 4,000 volunteers are expected to show up at Xcel Energy Center and pack 40,000 backpacks! Learn more – www.gtcuw.org/actionday
Co-directed GTCUW Home For Good video. We were tasked with the question, “how can we explain what Home For Good (one of our signature events) is? How can we make others understand that homelessness is a complicated issue.
I worked in tandem to create a storyboard, source actors, find locations, and coordinate subject matter experts from our non-profit partners who could speak to the value of Home For Good and how Greater Twin Cities United Way is positioned when it comes to addressing homelessness in our community.
Co-directed GTCUW 2018 brand video. We were tasked with the question, “how can we explain what GTCUW does and who we are?”
I worked in on a 3 person team to create a storyboard, figure out our messaging and speak to how we wanted to showcase the important role Greater Twin Cities United Way plays in the greater Twin Cities. This video is GTCUW’s “north star”. This video will be leveraged within local Minnesota companies during their United Way campaigns to help them get a better idea of who GTCUW is, and what GTCUW can do with the help of supporters. It will be played at every GTCUW event.
Co-directed Action Day 2018 video.
At the 2018 Action Day, over 3,000 volunteers came together at Target Center to pack 25,000 backpacks for local students in the greater Twin Cities. This is the end product of this year’s event. I worked in a small 3 person team to create a storyboard, figure out our messaging and speak to how we wanted to tell the story of one of GTCUW’s signature events. This video will be leveraged to promote this event for additional sponsorship dollars and logistical support in the future.

Edited video that was used to show company involvement in one of our events from the perspective of an event sponsor and financial backer.
Edited video that was used to show company involvement in one of our events from the perspective of an employee that volunteers.
Edited video that was used to show company involvement in one of our events from the perspective of an employee that volunteers.
Edited video that was used to show company involvement in one of our events from the perspective of an non-profit partner.
Edited video that was used to show company involvement in one of our events from the perspective of an non-profit partner.