A person who gets things done.
Marketing and Communications Leader
Chicago's social service resources in your hand.
As the Project Manager for Streetlight Chicago I developed the program from RFP right up to prep for the launch.
In addition to managing the new brand identify I led outreach and community partnerships to strengthen discovery and launch marketing efforts.
App and Website Redevelopment
When I was hired to the project it was expressed there were some concerns with the existing Streetlight Chicago app and website. Aside from functionality issues the app was hard to navigate, with many resources but no filters or tags to narrow your search. In addition the app did not help users understand the resources list, simply providing contact information with no context.
As I laid out the scope for the Request for Proposal I wanted to help develop a new version of Streetlight that would allow users to feel a sense of autonomy in their decisions. We did this by expanding the app to provide more educational content, explaining the types of resources and what going to them would mean for users in more detail.
While the app has not yet launched, I speak to the work I did leading up to the launch below:
Re-envisioned
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Development Process
Request for Proposals
Discovery
Committee Work
Development
Launch Marketing
3 contractors were considered for the redevelopment, at 3 different price ranges. An internal committee of staff reviewed presentations by all, and based on functionality, desire for UX design, and funding, a vendor was selected.
We prioritize people with lived experience as decision makers. I organized 4 outreach sessions in the community, talking with
35 young people about the app. I also coordinated meetings with
15 service providers who may be listed on the app for further discovery.
To ensure decisions continued to be community led and equitable I established a committee of 5 youth, 4 providers, and 2 staff. Over the course of 5 meetings the committee made choices on:
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Feature layouts and prioritization
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Color and design
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Content types and organization
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Marketing tactics
I worked with our vendor to navigate choices like what content was accessible offline and what data entry looked like. Meanwhile, I sent out status reports to internal staff regularly and communicated developmental progress to the committee in accessible language.
Working with a set budget I organized advertising to meet our audiences across Chicago:
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Chicago Public Transport
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Facebook and Instagram Ads
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Spotify Ads
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YouTube Ads
In addition to paid advertising I also made connections with organizations across the city to promote the app at their drop-ins and open hours. Lastly, I put together plans for a launch party, securing a location at a community partner facility, food, swag, and 6 other organizations to table.
Illustrated Content
