ChesapeakeProgress is a clear, accurate and easy-to-navigate website that uses plain language and scientific data to describe what the Chesapeake Bay Program is doing, the factors that impact this work and the way this work is funded.
This website’s intuitive information architecture arranges more than 30 environmental goals into five distinct categories and serves as the organizing principle for the Chesapeake Bay Program's commitments in print and online. To support the development of this information architecture, I led interactive exercises to gather stakeholder insight and ensure decision-maker buy-in.
This website’s user-centered content helps oversight groups efficiently and effectively track the Chesapeake Bay Program’s progress toward its goals. While the Chesapeake Bay Program has always been committed to transparently communicating its work, it has never had an online tool that supported its own accountability. To create this content, I developed user research questions for group discussions and one-on-one interviews; synthesized the results of this research and created user personas; developed a comprehensive content strategy that planned for content substance, structure and governance; and worked with stakeholders and subject matter experts to create useful, usable copy.
This website’s dynamic and downloadable charts and maps make scientific data accessible to a broad audience. To develop these graphics, I worked with subject matter experts to determine the best way to visualize sets of data; worked with a web designer to ensure visual accessibility; created charts by entering data points into a Content Management System; and recommended iterative improvements to chart form and functionality based on best practices of data visualization.
ChesapeakeProgress Quarterly is an electronic newsletter that informs subscribers of the Chesapeake Bay Program’s progress toward its goals.
On average, each newsletter has seen a 45 percent open rate and six percent click rate. To create this content, I designed the newsletter template and, on a quarterly basis, develop copy and track analytics to inform iterative product improvements.
Bay Barometer is an annual report that uses scientific data to tell the story of Chesapeake Bay health and restoration.
In recent years, a previously untapped audience of students and teachers has been reached with an at-a-glance “rack card.” To create this content, I developed exercises, discussion questions and exit interviews for a focus group of students and their parents to determine what these readers needed to know about Chesapeake Bay health and what kind of content would resonate with them. I also developed written content and contributed ideas for product design and layout.
The Waterfowl Festival
The Waterfowl Festival is a nonprofit organization dedicated to the conservation of wildlife, the promotion of wildlife art and the celebration of life on Maryland’s Eastern Shore.
A social media strategy that established an online voice and set measurable goals and targets helped the Waterfowl Festival use Facebook to improve brand awareness, promote and attract attendees to its annual event, and build relationships with event vendors, exhibitors and artists. In the four months following the implementation of this strategy, the organization’s Facebook page saw a five percent increase in likes and 20 new page reviews. To develop this strategy, I led a branding exercise with key stakeholders; developed a voice and tone guide that defined the organization’s personality and the mood it hoped to convey; set content goals; shared and created social media content; used analytics to track content success; and delivered an insights report that included six recommendations for further cultivating the organization’s online presence.