PBS Utah
PBS Utah — Utah in the '70s: 70s Week Campaign
Concept
To launch Utah in the '70s, a PBS Utah–commissioned documentary, I developed and led the social strategy for a station-wide "70s Week" — aligning with retro broadcast programming and a nostalgia-driven Enews push.
My role
I built the campaign across trivia carousels, IG Stories, curated '70s programming picks, and documentary lift content — collaborating with the filmmaker on trivia and Stories, storyboarding graphics for our design team, and directing an editor on the look and feel of every lift.
Community partnerships
The campaign also deepened PBS Utah's community ties, a core engagement goal. I identified and led outreach to seven partner organizations: Ballet West, Salt Lake Acting Company, Utah Historical Society, Better Days, University of Utah, Utah Arts Festival, and Abravanel Hall.
Results
Launched with three trivia posts that drove early momentum, the content has kept generating engagement well past its one-week run.
500K+ impressions | 450K+ video views | 7 community partner collaborations | 6.8% engagement rate
To launch Utah in the '70s, a PBS Utah–commissioned documentary, I developed and led the social strategy for a station-wide "70s Week" — aligning with retro broadcast programming and a nostalgia-driven Enews push.
My role
I built the campaign across trivia carousels, IG Stories, curated '70s programming picks, and documentary lift content — collaborating with the filmmaker on trivia and Stories, storyboarding graphics for our design team, and directing an editor on the look and feel of every lift.
Community partnerships
The campaign also deepened PBS Utah's community ties, a core engagement goal. I identified and led outreach to seven partner organizations: Ballet West, Salt Lake Acting Company, Utah Historical Society, Better Days, University of Utah, Utah Arts Festival, and Abravanel Hall.
Results
Launched with three trivia posts that drove early momentum, the content has kept generating engagement well past its one-week run.
500K+ impressions | 450K+ video views | 7 community partner collaborations | 6.8% engagement rate
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Wowsabout Week — PBS Utah & PBS Kids Utah × Jim Henson Company
Concept
Most people first encounter PBS through its Kids programming. I saw an opportunity to bridge that early familiarity into PBS Utah's adult content — using the thing Utah is best known for: its landscapes.
My role
I pitched a week-long campaign directly to the Jim Henson Company, securing a media and graphics toolkit for their new special Wowsabout. I paired it with PBS Utah's own outdoor storytelling — lifts from Call of the Canyon: Zion National Park and two newly commissioned This Is Utah adaptations (9 Mile Canyon, Overlanding). I researched and wrote the five-part "5 Wows for the Mighty 5" series, art-directed the graphics, and wrote and scheduled every post myself.
Two audiences, one story
The campaign ran in parallel: a "5 Wows" and documentary-lift track for PBS Utah's adult followers, and a dedicated "Let's Wowsabout!" Stories series for PBS Utah Kids — pairing Roxy and Ronald with Nature Cat, Sesame Street, and Dinosaur Train, plus real-world activities from our Education Manager.
Results
Wowsabout drew 40,304 streams from Utah kids and families the following month — the station's 2nd most-streamed Kids video that month, 8th that quarter — with leadership crediting social visibility as a driving factor.
29,257 impressions | Collaborators: Jim Henson Company, PBS Kids | 4.18% engagement rate
Most people first encounter PBS through its Kids programming. I saw an opportunity to bridge that early familiarity into PBS Utah's adult content — using the thing Utah is best known for: its landscapes.
My role
I pitched a week-long campaign directly to the Jim Henson Company, securing a media and graphics toolkit for their new special Wowsabout. I paired it with PBS Utah's own outdoor storytelling — lifts from Call of the Canyon: Zion National Park and two newly commissioned This Is Utah adaptations (9 Mile Canyon, Overlanding). I researched and wrote the five-part "5 Wows for the Mighty 5" series, art-directed the graphics, and wrote and scheduled every post myself.
Two audiences, one story
The campaign ran in parallel: a "5 Wows" and documentary-lift track for PBS Utah's adult followers, and a dedicated "Let's Wowsabout!" Stories series for PBS Utah Kids — pairing Roxy and Ronald with Nature Cat, Sesame Street, and Dinosaur Train, plus real-world activities from our Education Manager.
Results
Wowsabout drew 40,304 streams from Utah kids and families the following month — the station's 2nd most-streamed Kids video that month, 8th that quarter — with leadership crediting social visibility as a driving factor.
29,257 impressions | Collaborators: Jim Henson Company, PBS Kids | 4.18% engagement rate
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PBS Utah x Southern Utah University – National Dance Day Campaign
I initiated and led this successful cross-generational campaign in celebration of National Dance Day. I coordinated a collaboration with Southern Utah University, bringing together dance faculty, students, and a student filmmaker to produce a vibrant dance piece set to music from the original Footloose film. I established the project timeline, aligned creative teams, and sparked the idea to use nostalgic music and intergenerational talent to deepen engagement. The result was a joyful, high-energy video that celebrated the power of the arts in connecting to broad audiences—earning over 25K views within 24 hours and 1.4K+ engagements. Its success showcased the power of authentic collaboration and storytelling that bridges generations through movement, music, and community.
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YMCA of Northern Utah
Find Your Yurt Campaign
Pi Day Campaign
Pi Day Campaign
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Goal/Focus: Boost total registrations by 3.14% across Summer Camps (Traditional overnight and Excursions)
Primary KPI: Conversions (Registrations)
Results: 9.83% increase in registrations across all Summer Camps
Camp specific increases: 17% Excursions, 16% Mill Hollow, 8% Camp Roger
Primary KPI: Conversions (Registrations)
Results: 9.83% increase in registrations across all Summer Camps
Camp specific increases: 17% Excursions, 16% Mill Hollow, 8% Camp Roger