Marketing That Meets People Where They Are

The most effective campaigns don't push messages at audiences. They tap into what those audiences already care about and give them a reason to act. The work here reflects that belief across a range of contexts: building awareness, fueling passion, driving engagement, and connecting organizations to the people who matter most to them. The strategic discipline behind this work is the same foundation I bring to nonprofits navigating clarity, narrative, and fundraising challenges today.

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Great Basin National Park Foundation

In-Park Campaign Captures A Captive Audience

In a Nutshell: When a marketing moment is well-defined, the right message in the right context can move people to act. This campaign was built around exactly that insight.

A poster with a blue background featuring a silhouette of a running animal, possibly a panther, among grass and rocks. Text reads, 'Even National Parks Need Guardians.' Bottom left has the Great Basin National Park Foundation logo and text, and bottom right encourages joining as a guardian with a QR code.
Poster promoting Great Basin National Park Foundation with the tagline 'Protecting Hidden Wonders,' depicting silhouettes of four people exploring a cave, holding a lantern, with the call to join and support as a Great Basin Guardian.
A promotional poster featuring a silhouette of a girl with a telescope against a blue background with white text that reads "Dark Skies Are Worth Defending." The poster includes a logo of a tree and stars with the text "Great Basin National Park Foundation" and a QR code with additional information about becoming a guardian for Great Basin National Park.

The Story Behind the Work

Working closely with the Foundation's executive director, we developed a series of in-park posters displayed at the entrance to each of Great Basin National Park's six campgrounds. The goal was straightforward: reach campers at the peak of their experience and motivate giving.

  • One steadfast rule guides out-of-home work: the message and visuals must be simple and recognizable from a distance. Highly visual and intriguing, the posters (in collaboration with MeshCreative) deliver their punch once a curious camper wanders closer. Each poster reflects a specific Park feature supported by the Foundation, paired with a direct "Join Us!" QR code ready for camera-equipped campers to act on.

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Travel Nevada

Story-Driven Marketing at Its Finest

In a Nutshell: The storytelling discipline behind successful fundraising campaigns has been proven across sectors for decades. Find the human story, shape it into a relatable narrative, and deploy it where your audience lives.

Two adults wearing winter jackets and hats sitting by a campfire in a snowy outdoor setting in Nevada, with mountains and trees in the background, promoting Nevada tourism.

The Story Behind the Work

As director of marketing for the State of Nevada's Division of Tourism, my team launched the "Don't Fence Me In" campaign: a full-throated, multi-channel effort rich with personality and local character.

  • A full-throated, multi-faceted effort deployed across virtually every media channel, “Don’t Fence Me In” bubbled with personality and charm through the stories we told. The team and our advertising agency captured color commentary on a host of local characters and tied them to locations in well-known and not-so-well-know locations throughout the state. It was storytelling and marketing at their finest. The many smaller, rural communities we spotlighted benefitted handsomely from the economic boost from the many curious visitors who responded to the outreach.

Group of people enjoying a hot spring in Nevada with mountains in the background, raising cups in a toast.
A group of friends laughing and socializing at a bar or restaurant, with some holding drinks. There are multiple people in the background also enjoying their time. The image contains overlay text about stories and the Nevada travel campaign.

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Carson Valley Visitors Authority

Smart Strategy Makes Every Dollar Work Harder

In a Nutshell: Small nonprofits with limited budgets need strategy most. Planning the full campaign before any content was produced stretched a constrained budget across every channel without sacrificing cohesion or quality.

The Story Behind the Work

Working with the Carson Valley Visitors Authority, a small nonprofit promoting the region, we built a campaign around a cast of local characters: a stunt pilot, a mountain biker, a whisky maker, a wild horse photographer.

  • By planning for every channel before the cameras rolled, we captured video and photography once and edited it into formats for email, social, print, and sales collateral. The upfront strategy kept the creative team's involvement lean while keeping the storytelling consistent. The characters resonated so strongly with their audiences that several developed minor followings, which only extended the campaign's reach.

The work above reflects one consistent discipline: understand the audience, build the strategy, then execute with intention. If your nonprofit is at a moment where that kind of direction would help, a Clarity Call is the right first step.

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