American Institute of Architects

As Campaign Strategist and Copywriter for CSpence Group, an agency in San Francisco, I was responsible for developing the digital strategy for the 2017 American Institute of Architects’ I Look Up Film Challenge. The main objective was to increase film challenge awareness, specifically driving registration & film submissions. With a theme of "Blueprint for Better," the secondary objective was to share the story of how architecture is helping to change communities for the better, acting as agents of positive social change. I managed our publishers, wrote content for social media ads, emails, and blogs, tracked performance through Google Analytics and Facebook Insights, and communicated results to the client regularly.

By leveraging social media platforms, filmmaker communities, and digital ads, we received 80 films, doubling submissions from the previous year. Tapping into the filmmaker community to encourage them to partner with an architect to tell a story about a community made the campaign bigger than architecture or film. It was about how to bring people together to improve the world they live in.

BLOGS

In addition to the I Look Up Film Challenge, I wrote three blogs for AIA's "Topic A" Blog on current architecture industry trends.

PRESS RELEASES

To coincide with campaign milestones, I wrote press releases to be published on AIA.org to amplify the conversation around deadlines and winners.

SOCIAL

Social posts for the I Look Up Film Challenge campaign included paid content for Facebook and Instagram, as well as organic content for Facebook, Instagram, and Twitter.

ADVERTISING PARTNERSHIPS

Targeting ads at the filmmaker community by partnering with filmmaker publications amplified the campaigns reach significantly and brought the conversation outside of existing AIA fans.