Taylor Nelson’s digital portfolio showcases a range of marketing, communications, and public engagement work across government, nonprofit, corporate, and independent projects. The portfolio highlights an approach that blends strategy, collaboration, and clear communication. Together, these projects offer insight into how ideas move from concept to execution while supporting long-term, mission-driven impact .
RFQ/RFP Strategy, Content Coordination & Project Wins
Employer/Client: Design Workshop
This body of work reflects my role managing landscape architecture and urban design proposal pursuits at Design Workshop, supporting Texas-based and national project opportunities. I led end-to-end proposal coordination for RFQs and RFPs—ensuring submissions were compliant, compelling, and strategically aligned—while working closely with principals, architects, and external partners.
The work culminated in multiple successful pursuits, including the More Space: Main Street 2.0 project in downtown Houston.
Role: Proposal Manager – Strategy, Content Development & Submission Oversight
I managed proposal efforts from initial opportunity review through final submission, serving as the central coordinator across creative, technical, and leadership teams.
Reviewed and evaluated RFQs and RFPs to determine qualification, fit, and go/no-go recommendations
Interpreted client requirements, constraints, and evaluation criteria
Led kickoff and coordination meetings across internal teams and external partners
Managed content development, including:
Introductory letters and certain narrative sections
Resume and team composition writing
Project descriptions and related experience summaries
Ensured compliance with:
Page limits and formatting rules
File naming, submission portals, and deadlines
Required attachments and certifications
Curated and updated resumes, headshots, and project imagery
Directed InDesign layout and graphic storytelling to strengthen proposals visually
Coordinated review cycles, revisions, and final approvals
Oversaw printing, binding, and digital submissions as required
Produce high-quality, compliant proposals under tight deadlines—while coordinating multidisciplinary contributors and ensuring each submission clearly demonstrated relevance, experience, and value to the client.
Treated proposal management as a structured process, not an ad hoc task
Balanced strategic storytelling with strict technical compliance
Translated complex built-environment and ecological concepts into clear narratives
Used visual hierarchy and project graphics to support written content
Built trust with architects and principals by simplifying their input process
Maintained rigorous version control and deadline discipline
Client: City of Houston / Downtown Houston stakeholders
Led proposal coordination for a downtown streetscape revitalization project
The initiative reimagines underutilized post-pandemic street space into a more vibrant, pedestrian-friendly environment
Scope includes:
Public-realm activation and placemaking
Integration with storefronts, vendors, and restaurants
Accommodation of light rail infrastructure
Rainwater management and urban ecology considerations
The project has since scaled significantly, supporting long-term downtown transformation ahead of major global events, including the scheduled FIFA World Cup
Proposals managed: 85+ RFQs/RFPs
Win contribution: Supported major projects awarded with long-term civic impact
On-time submissions: 100% by-deadline submission rate
Team coordination: Worked across dozens of architects, principals, and partners
Real-world impact: Contributed to a project now reshaping downtown Houston’s public realm
This work highlights my ability to bridge marketing, strategy, and the built environment. It demonstrates disciplined proposal management, strong editorial judgment, and an understanding of how design, ecology, infrastructure, and community goals come together in public-facing projects. Winning More Space: Main Street 2.0 remains one of my proudest professional achievements because it translated marketing leadership into tangible, lasting urban change.
Experiential Education, Community Engagement & Brand Activation
Employer/Client: Texas Disposal Systems
This project transformed a simple, classroom-based waste education spin wheel into a full-scale, interactive on-site activation designed for community events and large venues. The goal was to make waste sorting intuitive, memorable, and fun—while reinforcing Texas Disposal Systems’ role as an educator and sustainability leader in Central Texas.
The activation evolved into a physical, game-based experience that engaged participants of all ages and continues to be used at events today.
Role: Concept Creator & Activation Lead – Design, Production, and On-Site Execution
I originated the concept and led its evolution from a basic educational tool into a portable, high-engagement event experience, overseeing design, fabrication, logistics, and live facilitation.
Repurposed an existing educational spin wheel into an interactive event activation
Designed and produced custom wheel inserts featuring venue-specific waste items
Developed sorting logic to reflect real-world conditions (e.g., compostable items at Q2 Stadium)
Designed and sourced matching waste bins (recycling, compost, landfill) for live sorting
Transformed the experience into a physical, cornhole-style game, requiring participants to:
Spin the wheel
Identify the waste item
Toss the item into the correct bin
Coordinated printing, ordering, transport, and setup of activation materials
Facilitated on-site engagement, education, and gameplay
Integrated branded giveaways and swag to reinforce participation and brand recall
Educate the public on nuanced, location-specific waste rules—especially in high-energy, crowded environments—without relying on static signage or passive instruction.
Turned waste sorting into a hands-on learning experience
Adapted content to each venue’s waste stream (e.g., compost vs. recycling differences)
Used movement, competition, and repetition to reinforce learning
Made education social and approachable for kids, adults, and families
Designed the activation to be modular, reusable, and scalable across events
Participants engaged: 200-300+ people across multiple events
Venue success: Strong engagement at Q2 Stadium (Austin FC) activations
Brand visibility: Increased recognition through hands-on interaction and branded giveaways
Education retention: Improved understanding of correct waste sorting through physical participation
Longevity: Activation continues to be used at events and educational sessions after my departure
This activation showcases my ability to turn education into experiential engagement—bridging sustainability messaging with play, movement, and real-world context. It demonstrates concept ideation, design thinking, logistical execution, and live facilitation, all while creating a durable asset that continues delivering value long after launch.
Residential Outreach, Community Engagement & Low-Waste Design
Employer/Client: Texas Disposal Systems — Texas Waste Services (Residential)
Building on the success of a prior Valentine’s Day conservation campaign, this project adapted the concept for Texas Waste Services’ residential audience, focusing on household-level engagement and community connection. The campaign used seasonal, playful messaging to promote recycling, organics, and waste reduction—while maintaining low-waste design principles and high shareability for residents.
Campaign Concept & Execution Lead – Creative, Print, and Residential Distribution Strategy
I led the end-to-end redevelopment of the campaign for a residential audience, from concept adaptation through design, production, distribution, and engagement tracking.
Repurposed a proven Valentine’s Day outreach concept for residential use
Designed printable Valentine’s Day cards optimized to:
Maximize paper use per sheet
Reduce material waste
Support easy at-home printing
Created individual social media graphics for digital-first sharing by residents
Coordinated printing and cutting of physical cards for neighborhood distribution
Worked with drivers and field teams to hand out cards to residents along routes, including families and children
Encouraged and collected user-generated content, with residents sharing photos of cards used at home, school, or shared with neighbors
Aligned messaging with recycling, composting, and waste reduction education relevant to everyday household behavior
Create a sustainability-focused seasonal campaign that felt personal and neighborly—while reaching residents both online and at street level, reinforcing Texas Waste Services’ role as a trusted, community-centered service provider.
Adapted a repeatable campaign framework to a residential context
Designed assets that worked seamlessly in print and on social platforms
Leveraged route-level distribution to create unexpected, positive touchpoints
Reduced participation friction through easy printing, cutting, and sharing
Balanced lighthearted Valentine’s Day themes with practical waste education
Residential reach: Cards distributed across [##–###] routes/neighborhoods
Community participation: User-generated content submitted by [##–###] residents/families
Seasonal engagement: Strong February social engagement (engagement rate: ~[X%])
Brand goodwill: Increased positive sentiment through personal, household-level interactions
Campaign longevity: Concept reusable for future residential outreach initiatives
This campaign highlights my ability to design resident-first engagement strategies that combine education, delight, and operational reality. It demonstrates how thoughtful, low-waste design and frontline distribution can reinforce sustainability messaging while strengthening trust and connection at the community level.
Digital Funnel Strategy, UX Enhancement & Sales Enablement
Employer/Client: Texas Disposal Systems
This project focused on optimizing Texas Disposal Systems’ digital marketing infrastructure to better support commercial waste sales efforts. The goal was to improve clarity, usability, and conversion across webpages, landing pages, and email workflows for a wide range of commercial services—helping prospects understand offerings, validate trust, and take action more easily.
Role: Digital Marketing Lead – Web Optimization, Content Development & Email Automation
I partnered closely with commercial sales teams to redesign digital touchpoints, create supporting materials, and implement email workflows that improved engagement and lead progression.
Redesigned and optimized commercial service webpages and landing pages, including:
Event and temporary waste services
Ongoing commercial waste services
Metal recycling
Construction & demolition (C&D) services
Disaster response and emergency waste services
Improved UX/UI and information hierarchy to make services easier to understand and compare
Added clear conversion pathways, including:
Additional call-to-action buttons
Improved contact and inquiry funnels
Integrated videos, testimonials, and case studies to strengthen proof of concept and credibility
Designed printable brochures and sales materials aligned with digital messaging
Built and optimized email drip campaigns to nurture commercial leads over time
Implemented A/B testing for engagement-based workflows (e.g., yes/no engagement paths)
Coordinated messaging to align digital marketing with sales conversations and priorities
Commercial waste services can be complex and highly situational, making it difficult for prospective customers to quickly identify the right solution or take next steps—especially across multiple service lines.
Simplified content into clear service categories with scannable layouts
Designed webpages to act as sales support tools, not just informational pages
Used visual proof (videos, case studies) to reduce friction and build trust
Structured email workflows to respond to user behavior and interest signals
Ensured consistency between print, web, and email touchpoints
Web optimization: Refreshed [##+] commercial service pages
Conversion improvement: Increased inquiry clicks and form submissions (~[X%])
Email performance: Improved open and click-through rates across drip campaigns (~[X%])
Sales alignment: Digital assets more closely matched commercial sales needs
Service visibility: Improved clarity and discoverability across multiple waste service lines
This work demonstrates my ability to translate complex operational services into clear, conversion-focused digital experiences. It highlights strengths in UX thinking, lifecycle email marketing, and cross-functional collaboration—ensuring marketing efforts directly support revenue-generating teams while reinforcing brand trust and professionalism.
Statewide Brand Modernization & Digital Refresh
Employer/Client: Texas Commission on Environmental Quality (Take Care of Texas)
The Take Care of Texas Program Rebrand modernized a long-running, legacy public education brand into a more relatable, contemporary, and visually cohesive statewide campaign. The effort refreshed the program’s identity while preserving trust and accessibility for a broad, bilingual audience across Texas.
The rebrand extended beyond visuals to improve usability, consistency, and long-term sustainability of program communications across web, campaigns, and educational initiatives.
Role: Brand & Program Rebrand Lead/Support – Visual Strategy, Content Alignment, and Implementation Support
I supported the team throughout the rebrand process, contributing to brand direction, digital planning, and the visual and functional refresh of key sub-programs and communications.
Supported the end-to-end rebrand from legacy design to a modern, approachable identity
Contributed to development of the new logo, color palette, and visual system
Participated in brand brainstorming and design iteration focused on clarity, warmth, and reduced visual waste
Helped define website update requirements and write the website brief for an external contractor
Collaborated on website overhaul planning, with emphasis on:
Ease of internal updates
Bilingual (English/Spanish) content
Long-term maintainability and flexibility
Led or supported rebranding of major program components, including:
Grades 6–12 Youth Video Contest
Proud Partner Program
Monthly Newsletters
Aligned campaign visuals, layouts, and messaging across print, digital, and email channels
Refresh a trusted statewide brand without losing credibility—while ensuring the new system remained easy to manage internally, adaptable for bilingual content, and consistent across multiple sub-programs.
Balanced modern, clean design with conservative public-sector sensibilities
Prioritized a positive, uplifting color palette aligned with environmental messaging
Reduced visual clutter to support sustainability principles and accessibility
Designed for scalability, ensuring new campaigns could plug into the system easily
Coordinated across teams and vendors to ensure visual and functional alignment
Treated the rebrand as a program-wide system, not just a logo update
Brand adoption: Unified visual identity across dozens of program touchpoints
Digital refresh: New website framework supporting bilingual updates and ongoing content needs
Program consistency: Rebranded several core initiatives under a cohesive system
Operational efficiency: Reduced friction for internal updates and future campaigns
Longevity: Brand system designed for multi-year reuse and adaptability
This rebrand highlights my ability to work at the intersection of brand strategy, digital usability, and program operations. It demonstrates experience modernizing a legacy public-sector brand while accounting for real-world constraints like bilingual content, internal workflows, and long-term sustainability. The result was not just a new look, but a more functional and resilient communications system.
Statewide Behavior-Change Education Initiative
Employer/Client: Texas Commission on Environmental Quality (Take Care of Texas)
Texas Trickle was a statewide water conservation campaign designed to encourage simple, everyday behavior change—particularly reducing water use at the faucet—among Texans. The campaign paired a strong visual identity with STEM-aligned educational materials to reach students, educators, families, and partners across the state.
Role: Campaign Lead – Visual, Content, and Program Execution (End-to-End)
I led the campaign from concept through rollout, overseeing creative direction, written content, educational materials, partner coordination, and the full campaign timeline.
Developed the campaign name, identity, and logo
Produced an overview video and short-form educational videos (voiceover-driven)
Created website and landing page content
Designed social media graphics and shareable content
Built educator worksheets, take-home materials, and lesson plans
Coordinated educator engagement and contest components
Integrated existing water education resources (rainwater harvesting, freshwater ecology, yard care, and water reuse principles)
Planned and executed a phased campaign rollout, including launch, amplification, and follow-up
Supported partnership outreach, presentations, and giveaway activations
Translate complex water conservation concepts into engaging, actionable content that could resonate statewide while remaining classroom-ready for STEM-based education programming.
Designed a highly visual, brand-forward campaign optimized for digital sharing
Anchored messaging in behavior-change principles, focused on small, repeatable actions
Repurposed trusted, existing educational resources into a unified, student-friendly system
Built flexible materials that educators could easily adopt into lesson plans
Coordinated timing and messaging to support both online engagement and in-classroom use
Statewide reach: Engaged audiences across Texas via digital platforms and school adoption
High shareability: Strong visual engagement across social media (engagement rate: +33%])
Education adoption: Used by dozens of classrooms/schools for STEM programming
Content output: 30+ campaign assets across video, print, and digital formats
Partnership activation: Connected with 20+ partners/educator groups through outreach and presentations
Texas Trickle highlights my ability to lead end-to-end public education campaigns that combine branding, behavior change, and educational impact. It demonstrates full ownership of creative strategy, execution, and rollout while delivering content that is both highly engaging and practically usable by educators and partners statewide.
Statewide Seasonal Outreach & Engagement Initiative
Employer/Client: Texas Commission on Environmental Quality (Take Care of Texas)
The Valentine’s Day Conservation Cards campaign was a statewide seasonal outreach initiative designed to connect environmental stewardship with a familiar, culturally relevant moment. What began as a small-scale idea was scaled into a highly shareable, printable campaign encouraging conservation awareness through low-waste, classroom- and home-friendly Valentine’s Day cards.
The campaign blended humor, Texas pride, and sustainability messaging, making conservation approachable for students, educators, families, and residents across the state.
Role: Campaign Concept Lead – Visual, Content, and Distribution Strategy
I proposed the original concept, led its expansion into a statewide campaign, and oversaw creative direction, content development, and cross-channel adaptation alongside the program team.
Proposed and developed the Valentine’s Day outreach concept for statewide use
Designed printable Valentine’s Day cards optimized for minimal waste and maximum use per page
Created cut-and-share worksheets suitable for classrooms and at-home activities
Developed text-based and graphic card designs adaptable to recycled paper printing
Converted printable assets into social media graphics for digital sharing
Coordinated seasonal rollout timing aligned with February engagement cycles
Encouraged user-generated content, including photos submitted by students and residents
Integrated conservation messaging into playful, Texas-themed designs
Create a conservation campaign that felt light, fun, and culturally relevant—while remaining aligned with sustainability principles and scalable for statewide distribution.
Designed assets to maximize paper efficiency, allowing multiple (4x) cards per sheet
Used familiar Valentine’s Day humor and Texas-themed language to increase relatability
Built dual-purpose content that worked both in print and on social platforms
Encouraged participation through hands-on activities (cutting, sharing, displaying)
Timed release strategically to create an annual February engagement spike
Sustained longevity: Campaign reused annually for 3+ years following initial launch
High engagement: Strong February engagement across social platforms (engagement rate: +45%)
User participation: Photos submitted by 10-15 students/community residents
Content output: Currently 20+ unique card designs across conservation and Texas-themed messaging
Education reach: Used by dozens of classrooms, families, or community groups
This campaign demonstrates my ability to identify small, effective ideas and scale them into durable, statewide engagement tools. It highlights strengths in seasonal campaign planning, low-waste design thinking, and creating content that resonates emotionally while reinforcing sustainability values. The campaign’s continued use years after launch underscores its long-term relevance and effectiveness.
Statewide Student Engagement, Media Outreach & Brand Activation
Employer/Client: Texas Commission on Environmental Quality (Take Care of Texas)
Sponsor: Waste Management
The Take Care of Texas Youth Video Contest is a statewide creative competition encouraging middle and high school students to communicate environmental stewardship through short-form video. The December 2020 contest coincided with the rollout of the newly refreshed Take Care of Texas brand and leveraged strong school, educator, and media engagement to amplify participation and awareness across Texas.
Role: Campaign & Outreach Lead – Brand Rollout, Educator Engagement, and Media Coordination
I supported the rebrand integration for the contest and led coordination across educator outreach, school engagement, press communications, and digital amplification.
Integrated the new Take Care of Texas brand into contest visuals and materials
Coordinated educator and school outreach to promote participation statewide
Supported press release development and media outreach
Organized and supported press-facing activations, including media breakfasts
Coordinated student and winner media interviews with local and regional outlets
Supported digital and social media promotion across program and partner channels
Collaborated with sponsor stakeholders to align messaging and prize promotion
Tracked engagement, participation trends, and earned media coverage
Drive student participation and statewide visibility during a competitive academic season—while launching the contest under a refreshed brand and coordinating multiple stakeholders, including educators, school districts, media outlets, and a corporate sponsor.
Leveraged educator networks to build classroom-level momentum
Positioned the contest as both a creative opportunity and academic enrichment tool
Used earned media to highlight student stories and local community pride
Coordinated messaging across schools, cities, and districts to extend reach organically
Supported a clear prize structure to incentivize participation and voting
Statewide participation: Submissions from 350+ students in 25+ schools/districts
Earned media: Student features and interviews across 15+ local outlets
Social reach: Strong engagement across program, city, and district channels (engagement rate: +33%])
Community activation: Schools and districts rallied votes and shared finalist content
Prizes awarded:
Grades 6–8: GoPro prize packages
Grades 9–12: Scholarship awards
This campaign demonstrates my ability to manage large-scale, youth-focused engagement initiatives that combine branding, education, media relations, and partnership coordination. It highlights experience activating schools and communities statewide, amplifying student voices through earned media, and aligning public-sector programs with corporate sponsorships for measurable impact.
Nonprofit UX/UI, Fundraising & Engagement Optimization
Employer/Client: Texas Trees Foundation
This project was a full website facelift and functional redesign for Texas Trees Foundation, focused on improving mobile responsiveness, strengthening fundraising and volunteer funnels, and increasing public awareness of the organization’s core initiatives and events. The redesign balanced storytelling with nonprofit functionality, ensuring the site worked equally well for donors, volunteers, partners, and board members.
Role: Website Strategy & Redesign Lead – Scope, UX Planning, and Vendor Selection
I led the planning and strategy phase of the redesign, defining requirements, shaping the RFP, supporting vendor selection, and ensuring the final website aligned with both user needs and organizational goals.
Defined the website redesign scope and RFP requirements
Documented audience profiles (donors, volunteers, partners, board members, public)
Developed a detailed UX/UI pain-point assessment and improvement goals
Created a punch list outlining desired features, exclusions, and priorities
Designed the website sitemap, including:
Cool Schools program
Southwestern Medical District Urban Streetscape Master Plan
Core initiatives and upcoming events
Past projects (tree canopy studies, Pioneer Plaza, urban heat island research)
Planned integration of key functional tools:
Tree Tracker to visualize trees planted through donations
Fundraising and volunteer engagement funnels
Board member portal for secure document sharing
Volunteer, donation, and event management functionality
Embedded video content for education and storytelling
Calendar plugin to surface events and opportunities
Conducted vendor comparison and evaluation across proposals, scope, and pricing
Supported final vendor selection and project handoff
Modernize a legacy nonprofit website to improve usability and engagement—while staying within grant constraints and ensuring the site supported fundraising, volunteering, governance, and program storytelling.
Treated the website as a conversion and engagement platform, not just an information hub
Prioritized mobile-first design and intuitive navigation
Structured content to guide users toward donating, volunteering, and attending events
Designed systems that could scale with future programs and campaigns
Evaluated vendors through a balance of cost, capability, and long-term value
Cost savings: Saved grant project cost by $10,000+ through strategic vendor selection
Improved UX: Clearer navigation and stronger engagement pathways
Fundraising readiness: Website structured to better support online donations
Program visibility: Key initiatives and research surfaced more prominently
Operational value: Added tools to support board communication and volunteer coordination
Longevity: Website framework designed for ongoing updates and growth
This project demonstrates my ability to lead strategic digital planning for mission-driven organizations, balancing user experience, technical requirements, governance needs, and budget realities. It highlights strengths in stakeholder alignment, vendor management, and translating organizational goals into practical, high-performing digital systems.
Strategic Communications, Awareness & Engagement Campaigns
Employer/Client: Texas Trees Foundation
This project encompassed the development and execution of integrated marketing and communications plans for two major Texas Trees Foundation initiatives:
the Southwestern Medical District Urban Streetscape Master Plan (SWMD) and
the Cool Schools program.
Both efforts were designed to increase public awareness, grow donor and volunteer participation, secure media attention, and strengthen Texas Trees Foundation’s brand visibility across North Texas, while supporting on-the-ground program delivery.
Role: Integrated Marketing & Engagement Lead – Strategy, Promotion, and Execution
I led planning and implementation across digital, print, and in-person channels, supporting both high-level awareness goals and hands-on program needs.
Southwestern Medical District Urban Streetscape Master Plan (SWMD):
Developed a comprehensive integrated marketing and communications outline
Defined campaign objectives: awareness, funding potential, donor growth, and brand visibility
Created budget allocations for paid social media promotion
Planned digital and media outreach to support public understanding of the project
Supported stakeholder engagement and input sessions, including coordination with architects and project partners
Developed messaging aligned with long-term urban greening, health, and heat-mitigation goals
Cool Schools Program:
Built an integrated promotion plan to drive volunteer recruitment and donor support
Designed print and digital materials, including:
Flyers, pamphlets, and brochures
Web pages and program content
Email newsletters and outreach materials
Supported hands-on program execution, including:
Volunteer coordination and on-site support
Tree sourcing and planting logistics
Community and school engagement
Helped translate program impact into clear, compelling storytelling for public audiences
Promote two distinct but related initiatives—one a large-scale urban planning effort and the other a community-based education and planting program—while maintaining consistent messaging, efficient use of budget, and strong brand alignment.
Treated each initiative as a connected part of a broader urban forestry narrative
Balanced strategic planning with field-level execution
Used targeted paid promotion to extend reach where organic awareness was limited
Designed materials to support both education and action (donate, volunteer, attend)
Integrated stakeholder input to ensure credibility and alignment with long-term planning goals
Campaign reach: Increased awareness across North Texas audiences and Dallas County communities
Volunteer growth: Supported recruitment for several dozens of volunteers across Cool Schools events
Donor engagement: Strengthened funding and donor interest for priority initiatives
Media & digital visibility: Secured online interaction and campaign amplification
Brand lift: Expanded Texas Trees Foundation visibility through association with major urban projects
This work demonstrates my ability to lead integrated communications planning that connects strategic awareness-building with real-world program delivery. It highlights a rare blend of skills—campaign strategy, budget planning, creative execution, stakeholder engagement, and hands-on volunteer coordination—applied across both long-term planning initiatives and community-facing programs.
Rapid-Response Media Outreach & Public Education Initiative
Employer/Client: Texas Trees Foundation
Following severe storms across the Dallas–Fort Worth region in May 2019, Texas Trees Foundation launched a rapid-response public education and media outreach campaign focused on post-storm tree safety, recovery, and long-term tree health. The campaign aimed to reduce further tree loss, prevent safety hazards, and help residents identify proper, certified tree care during a critical recovery window.
Role: Campaign & Media Outreach Lead – Messaging, Press Coordination, and Performance Tracking
I led communications support for the post-storm response, coordinating media outreach, developing educational messaging, arranging interviews, and tracking engagement and coverage.
Developed post-storm educational messaging focused on:
Immediate tree fall hazards and safety concerns
Proper recovery steps following storm damage
Identifying and hiring certified arborists
Avoiding improper or harmful tree care practices
Drafted and distributed press releases and topical media materials
Coordinated media interviews on behalf of Texas Trees Foundation
Served as a liaison between subject-matter experts and media outlets
Supported earned media coverage across print, digital, and broadcast platforms
Tracked media placements, interviews, and social media engagement
Monitored trends in public response and information uptake during recovery
Respond quickly to widespread storm damage with accurate, actionable information—while countering misinformation and preventing further harm caused by improper tree care during recovery.
Prioritized timely, expert-backed messaging during the immediate post-storm period
Framed guidance around public safety and long-term urban canopy health
Emphasized the importance of certified arborists to protect residents and trees
Leveraged earned media to reach large audiences quickly without paid spend
Coordinated messaging across press, interviews, and social channels for consistency
Media interviews secured: ~[6–10] interviews across regional outlets
Earned media reach: Regional visibility across DFW during peak recovery window
Public education: Increased awareness of proper post-storm tree care practices
Engagement tracking: Monitored social engagement and coverage trends to inform follow-up messaging
Risk reduction: Helped discourage unsafe or unqualified tree care practices
This campaign highlights my ability to manage time-sensitive communications under real-world conditions, where clarity, credibility, and speed matter. It demonstrates experience with earned media, crisis-adjacent public education, and translating technical guidance into accessible messaging—skills directly applicable to community engagement, public information, and sustainability communications roles.
Volunteer Systems, On-Site Leadership & Community Activation
Employer/Client: Texas Trees Foundation
This project focused on strengthening Texas Trees Foundation’s volunteer program through a combination of systems-building, communications tools, and hands-on field leadership. The goal was to improve volunteer experience, safety, coordination, and engagement—while increasing participation, documentation, and long-term donor and partner value across planting initiatives, events, and school programs.
Role: Volunteer Program Support & Field Lead – Systems, Communications, and On-Site Coordination
I supported and scaled the volunteer program by designing engagement tools, improving coordination processes, and leading volunteers directly in the field across neighborhood, park, and school-based plantings.
Collaborated with general counsel to research, adapt, and mock up a volunteer consent form, including photo and image release language
Created volunteer check-in sheets and QR-code-based sign-in options to collect contact information and opt-in preferences for future service projects
Designed QR codes for:
Post-planting tree care instructions
Volunteer reflections and feedback
Conference and event follow-up engagement
Developed event signage encouraging:
Photo sharing with official handles and hashtags
Social following and amplification of foundation work
Captured photo and video documentation of volunteer days and tree plantings for marketing and storytelling
Led direct volunteer management during NeighborWoods projects, including:
Door-to-door outreach to residents regarding tree planting participation
On-site instruction for digging, spacing, and planting techniques
Marking utilities and infrastructure-safe planting locations
Guiding volunteers on watering and post-planting care
Introduced walkie-talkies as a standard communication tool, replacing ad hoc yelling and phone calls to improve coordination and safety
Extended volunteer coordination to Cool Schools plantings, including:
Supporting volunteers working with students
Guiding children through planting and mulching activities
Managing flow and safety during school-based events
Created the “Mulchkins” concept (mulch + munchkins) to brand youth participation—boosting social engagement, donor interest, and corporate volunteer enthusiasm
Scale volunteer engagement across diverse environments—neighborhoods, parks, schools, and events—while maintaining safety, clarity, consistency, and a positive participant experience.
Treated volunteer coordination as both an operations and communications system
Reduced friction through clear instructions, signage, and digital tools
Prioritized safety, consent, and documentation through standardized forms
Built systems that supported both in-person efficiency and post-event follow-up
Humanized the experience through approachable branding and storytelling (e.g., Mulchkins)
Balanced logistical leadership with warmth and approachability on-site
Volunteer participation: Lead 250+ volunteers across multiple planting programs and tree farm days
Operational efficiency: Improved on-site coordination through standardized tools and walkie-talkie communication
Data capture: Increased volunteer contact collection and follow-up potential
Program extension: Volunteer systems supported NeighborWoods, Cool Schools, and special planting events
Engagement lift: Youth-focused branding ("Mulchkins") contributed to stronger social engagement and donor interest
Fundraising support: Helped attract corporate volunteers who later became donors or sponsors
This work demonstrates my ability to build scalable volunteer systems while leading from the field. It blends operational planning, legal coordination, UX thinking, communications, and human-centered leadership—ensuring volunteers felt informed, safe, appreciated, and eager to return. The result was a more professionalized volunteer program that supported fundraising, storytelling, and long-term community relationships.