Professional Portfolio
Serving as Communications and Membership Coordinator at the North Carolina Alliance for Athletics, Health, Physical Education, Recreation and Dance (NCAAHPERD), a professional organization for educators in motion, I had the opportunity to serve in a variety of public relations, public affairs, social media, and event planning capacities.
Public Relations
Ten years ago, NCAAHPERD was a one-man operation in a spare bedroom. Today, the organization has 2,000 members and operates a $4 million childhood obesity prevention grant. Basic branding elements such as letterhead and business cards were improved to strengthen the brand’s identity in a sea of health and education nonprofits and programs:
Letterhead sample
Business Card Sample
Media relations
After the basics were completed, I formed relationships with local media and pitched stories:
1. Fitness Testing and Honors Health on the Way for North Carolina Schools
2. North Carolina Children at Risk for Obesity Related Disease
- View Press Release
- View story at WRAL.com
- This pitch also received coverage from the AP, AM radio station 680 WPTF, and in newspapers in Virginia and South Carolina. In addition, the press release was widely circulated among health and physical educators, government organizations, and other associations in North America on Twitter.
3. Raleigh Dance Teacher Named National Dance Teacher of the Year
Websites
As part of a larger PR strategy, I served as project manager for the redesign of two websites, ncaahperd.org and ispod.info. The original sites were based on old technology, lacked a coherent navigation system, and failed to serve other targeted audiences such as the media, government officials, and parents, among other problems. Given a strict a deadline, the new websites emerged from the drawing boards in only two weeks.
Based on a Joomla platform, the new websites contained many necessary features. Content-based management enabled staff to more easily update pages, while RSS was used to automatically update the home page content and keep critical sections such as the advocacy page fresh 24/7. Support for SEO and Google Analytics was added. One-column navigation, a search bar, a “quick access” area on the homepage, an integrated blog, and other requested features were installed.
- Screenshot of the previous ncaahperd.org site:
- Visit ncaahperd.org
- Visit ispod.info
Internal Public Relations
In addition to introducing the organization to the media and updating NCAAHPERD’s essential communications tools, I served as a “circuit board” to handle internal communications between the $4 million grant program, six separate associations, the national affiliate and its corresponding associations, and many state agencies and strategic partners.
NCAAHPERD’s primary method of communicating is the e-newsletter. Previously published seasonally, the newsletter became a monthly member service. I recreated the newsletter format to include matching branding elements and named it “Headlines,” — to signify the format (short text descriptions with links to more info) and to give the newsletter a bit of “athletic” personality.
Beyond new graphics, better organization, and more information, new content was added when possible to keep the members connected.
These types of articles helped members realize they are always connected to the community of AHPERD educators and no longer had to wait for face-to-face meetings at professional development events in order to engage with one another. NCAAHPERD received more Facebook Likes, Twitter followers, blog comments, and began receiving regular member-submitted articles, feature stories, lesson plans, and other information.
Public Affairs/Government Relations
In the 2010 legislative session, NCAAHPERD played a critical role in health and physical education policy. For the first time in its 80-year history, the organization celebrated two legislative victories at the North Carolina General Assembly.
I provided a variety of communications services, including:
- Creating fact sheets and other documents for legislators and bill sponsors
- View sample – Evidence Based Fitness Testing
- View sample – Honors Level Healthful Living Courses
- View sample - Q&A About Fitness Testing
- Drafting and distributing email messages to legislators
- Keeping members updated and involved through tweets, photos, YouTube videos, and email messages
- Organizing participation in several lobby day events
- Representing the organization at meetings with strategic partners and speaking on behalf of leadership
- Providing answers and information to legislators
- Serving as a contact for the Governor’s office and the Department of Public Instruction
In addition to government relations at the state level, I traveled to Washington, DC to meet with congressional office staff and advocated for national interests. Also while in Washington I presented before state AHPERD Presidents and Executive Directors on social media.
Presented at the 2010 AAHPERD National Leadership Development Conference
- Other travel experience includes attending the 2010 National AAHPERD Convention in Indianapolis, IN and the 2011 Southern District AAHPERD Convention in Greensboro, NC
Social Media
Aware of the huge returns on investment from social media, the organization NCAAHPERD’s leadership relied on my skills to create a flourishing social media community.
Blog: In Action!
Launched in the Spring of 2010, the In Action! blog served as an everyday compliment to the Headlines newsletter. The blog kept members more informed more frequently, and provided new opportunities for a two-way dialog. Blog posts were installed as a carousel item on the homepage and on corresponding association pages to encourage the most traffic. Media such as photos and videos were included, along with discussion topics and related links.
- Visit the In Action! blog
Facebook
Serving as the hub of online community, nearly 20% of renewing members became connected to NCAAHPERD on Facebook. The page houses hundreds of photos, offers a discussion forum, embeds content from other social media, and provides an outlet for members and partners to share information and ask questions.
- Visit facebook.com/ncaahperd
Example of providing member feedback:
Example of partner engagement:
Twitter: @NCAAHPERD
The @NCAAHPERD Twitter feed has more followers than @NTAAHPERD, the national affiliate. Operating @NCAAHPERD was one of the most exciting and rewarding parts of working for the organization. I reflected the culture and heritage of the organization through inspirational and motivational tweets, shared advocacy news and other breaking information, and engaged with partners and AHPERD educators from around the world. Incorporating promotion with resources, news, and other info helped the feed attract one of the largest followings in the AHPERD Twitter universe.
- I engaged with NCAAHPERD members, educators from other places, high profile names including Miss America, Ricki Lake, and others who are experts in education reform, parenting, and physical education.
Examples of @Replies
Example of a trending topic:
YouTube
With only a flip camera, Windows Movie Maker, and a few online resources, I launched NCAAHPERD’s YouTube channel. More than 50 videos were produced.
In February, the channel was accepted into the YouTube Nonprofit Program, offering expanded branding capabilities and other benefits.
The channel was used to emphasize advocacy, events, and other important calls to action and member services throughout the year, as well as inform viewers about the childhood obesity prevention grant program. In addition, a library of hundreds of videos relevant to AHPERD educators was collected — offering a wide variety of videos and instructional resources in 14 playlists.
The channel has received more than 9,000 views.
Sample videos. Click here to visit the channel.
NCAAHPERD in 2011: A look Ahead with Dr. Vic Aeby
A Few Reasons to Love NCAAHPERD (Valentine’s Day Tribute)
Participate in Fuel Up To Play 60!
A Mother’s Perspective of PE in NC
Event Planning
I served a critical role in event planning for NCAAHPERD’s several professional development events throughout the year. Large scale events include Movement Matters, the 63rd Annual NCAAHPERD Convention Nov. 10-13 in Winston-Salem, NC and Our Collective Strength, Southern District AAHPERD Convention in Greensboro, NC.
Tasks included:
- Launching and administering online registration for members and exhibitors using Cvent
- Creating and deploying a dynamic email marketing campaign
- Attracting exhibitors and sponsorships
- Attaining donations, gifts, and other supplies.
- Arranging meals and meetings for leadership
- Assisting with on-site registration and providing various services throughout the event
- Media collection, member engagement, and member services
- Writing script for awards ceremony
- Obtaining information and media for the event programs; collaborating with the publisher to create the program
- Designing promotional products such as event tote, pens, notepad, and water bottle
- Processing refunds, reimbursements, and settling payment disputes
- View Exhibitor Opportunities 2011, a 4-page document providing exhibit space, advertising, and sponsorship opportunities
Graphic Design
I also provided a variety of graphic design services for the organization:
