Campaign
Grief to Peace Campaign
Repositioned social channels from event promotion to a values-driven strategy, aligning content with the church’s mission and building stronger engagement.
Year :
2024
Industry :
Non-profit
Client :
Floris UMC
Project Duration :
6 weeks
Challenge:
The “Grief to Peace” ministry faced the delicate challenge of communicating about grief support in a way that was compassionate, non-intrusive, and approachable. Traditional event promotion methods risked appearing transactional or insensitive. Additionally, the ministry had limited internal resources and needed a framework that staff and volunteers could implement consistently across channels without overwhelming participants or the ministry team.
Strategy:
I led the strategic repositioning and execution of a multi-channel digital campaign anchored in empathy, accessibility, and trust-building:
Conducted a discovery consultation with ministry leaders to understand participant needs, emotional barriers to engagement, and appropriate tone.
Designed a values-driven content framework that prioritized gentle language, inclusive imagery, and low-pressure calls to action.
Developed organic social media and newsletter content optimized for clarity, pacing, and emotional resonance.
Created verbal announcement guidelines and sample scripts to ensure consistent, compassionate messaging across in-person and digital touchpoints.
Coordinated timing across channels to reinforce key messages while intentionally limiting frequency to avoid over-saturation.
Execution:
Organic social media (values-based content cadence)
Churchwide and ministry-specific newsletters
Verbal announcements supported by scripted guidance
Cross-channel message alignment and scheduling
Results:
Increased program visibility by 40% in church-wide digital channels
Reduced ministry leader preparation time by 30% through reusable content guidelines and scripts
Event sign-ups exceeded expectations, with attendance increasing by approximately 25% over previous sessions
Campaign Summary :
This campaign demonstrates how trauma-informed, values-driven digital communications can increase engagement without compromising care or trust. By aligning tone, timing, and messaging across digital and in-person channels, the campaign strengthened participation, improved internal efficiency, and established a repeatable communication model for sensitive programming.
More Projects
Campaign
Grief to Peace Campaign
Repositioned social channels from event promotion to a values-driven strategy, aligning content with the church’s mission and building stronger engagement.
Year :
2024
Industry :
Non-profit
Client :
Floris UMC
Project Duration :
6 weeks
Challenge:
The “Grief to Peace” ministry faced the delicate challenge of communicating about grief support in a way that was compassionate, non-intrusive, and approachable. Traditional event promotion methods risked appearing transactional or insensitive. Additionally, the ministry had limited internal resources and needed a framework that staff and volunteers could implement consistently across channels without overwhelming participants or the ministry team.
Strategy:
I led the strategic repositioning and execution of a multi-channel digital campaign anchored in empathy, accessibility, and trust-building:
Conducted a discovery consultation with ministry leaders to understand participant needs, emotional barriers to engagement, and appropriate tone.
Designed a values-driven content framework that prioritized gentle language, inclusive imagery, and low-pressure calls to action.
Developed organic social media and newsletter content optimized for clarity, pacing, and emotional resonance.
Created verbal announcement guidelines and sample scripts to ensure consistent, compassionate messaging across in-person and digital touchpoints.
Coordinated timing across channels to reinforce key messages while intentionally limiting frequency to avoid over-saturation.
Execution:
Organic social media (values-based content cadence)
Churchwide and ministry-specific newsletters
Verbal announcements supported by scripted guidance
Cross-channel message alignment and scheduling
Results:
Increased program visibility by 40% in church-wide digital channels
Reduced ministry leader preparation time by 30% through reusable content guidelines and scripts
Event sign-ups exceeded expectations, with attendance increasing by approximately 25% over previous sessions
Campaign Summary :
This campaign demonstrates how trauma-informed, values-driven digital communications can increase engagement without compromising care or trust. By aligning tone, timing, and messaging across digital and in-person channels, the campaign strengthened participation, improved internal efficiency, and established a repeatable communication model for sensitive programming.
More Projects
Campaign
Grief to Peace Campaign
Repositioned social channels from event promotion to a values-driven strategy, aligning content with the church’s mission and building stronger engagement.
Year :
2024
Industry :
Non-profit
Client :
Floris UMC
Project Duration :
6 weeks
Challenge:
The “Grief to Peace” ministry faced the delicate challenge of communicating about grief support in a way that was compassionate, non-intrusive, and approachable. Traditional event promotion methods risked appearing transactional or insensitive. Additionally, the ministry had limited internal resources and needed a framework that staff and volunteers could implement consistently across channels without overwhelming participants or the ministry team.
Strategy:
I led the strategic repositioning and execution of a multi-channel digital campaign anchored in empathy, accessibility, and trust-building:
Conducted a discovery consultation with ministry leaders to understand participant needs, emotional barriers to engagement, and appropriate tone.
Designed a values-driven content framework that prioritized gentle language, inclusive imagery, and low-pressure calls to action.
Developed organic social media and newsletter content optimized for clarity, pacing, and emotional resonance.
Created verbal announcement guidelines and sample scripts to ensure consistent, compassionate messaging across in-person and digital touchpoints.
Coordinated timing across channels to reinforce key messages while intentionally limiting frequency to avoid over-saturation.
Execution:
Organic social media (values-based content cadence)
Churchwide and ministry-specific newsletters
Verbal announcements supported by scripted guidance
Cross-channel message alignment and scheduling
Results:
Increased program visibility by 40% in church-wide digital channels
Reduced ministry leader preparation time by 30% through reusable content guidelines and scripts
Event sign-ups exceeded expectations, with attendance increasing by approximately 25% over previous sessions
Campaign Summary :
This campaign demonstrates how trauma-informed, values-driven digital communications can increase engagement without compromising care or trust. By aligning tone, timing, and messaging across digital and in-person channels, the campaign strengthened participation, improved internal efficiency, and established a repeatable communication model for sensitive programming.