Project Overview
Link: parksforclark.org (opens in new tab)
I led a cross-functional student team from Washington State University Vancouver’s Creative Media & Digital Culture program to transform the Foundation’s digital presence, aligning it with the organization’s mission and deepening community connections.
Together, we revamped the brand identity, built an interactive WordPress website, produced video content, created marketing templates, and designed a multi-platform social media strategy aimed at increasing donations, memberships, and awareness.
Role
Project Manager
Guided a fully remote, multi-disciplinary team through every phase of this digital transformation:
- Directed four independent teams: Design, Development, Content, and Promotions.
- Authored the project proposal, scope, and sitemap for stakeholder approval.
- Ran weekly stand-ups and check-ins to hold timelines, scope, and quality standards.
- Served as the liaison between client stakeholders, creative teams, and developers.
- Defined the content production pipeline and developed content strategy deliverables.
- Enforced alignment with brand goals and UX best practices across all deliverables.
Project Scope
Brand & Visual Design
- Designed a modern logo that reflects PFCC’s mission of community, nature, and accessibility.
- Created a visual identity system with color palettes, mood boards, and typography.
- Produced a comprehensive style guide to enforce branding consistency across web and marketing platforms.
- Delivered reusable Mailchimp email templates and social media post templates for staff.
Website Strategy & Development
- Planned and built a fully responsive WordPress site.
- Designed an intuitive site structure and navigation that improves accessibility and engagement.
- Integrated interactive features: a custom animated, clickable map of PFCC-funded parks and programs, an embedded donation system with email signup forms, and event calendar integration with SEO optimization via Yoast.
- Wrote and structured content to emphasize impact, enhance transparency, and build trust.
Interactive & Video Content
- Produced three original videos to introduce the Foundation, spotlight impactful stories, and promote community events.
- Created an animated logo for video introductions and digital assets.
- Designed and implemented an interactive map with park information pop-ups, community highlights, and local imagery.
Digital Marketing & Social Media Strategy
- Developed a 3-month promotional calendar with sample content, platform guidelines, and timing.
- Created a Social Media Policy Guide for PFCC staff to uphold branding and security standards.
- Proposed campaign assets for two major event series: Annual Luncheon & Florence B. Wager Awards, and 20 Years of Service: Grants in Action.
- Conducted SEO keyword research and integrated search terms into social media and website content.
- Recommended budget allocations and platforms (Facebook, Instagram, Twitter, LinkedIn, YouTube, Mailchimp, Hootsuite).
- Analyzed campaign performance metrics and adjusted strategies to optimize engagement and reach.
Results
- Delivered a complete brand system and live website on deadline.
- Elevated the clarity, visual appeal, and navigability of PFCC’s digital presence.
- Equipped the organization with templates, strategies, and tools for long-term self-sufficiency.
- Strengthened user engagement pathways for donations, memberships, and volunteering.
Tools Used
- Figma
- Adobe Illustrator
- WordPress
- Basecamp
- Google Surveys
- MailChimp
- Slack
- Zoom
- Hootsuite
