Project Examples
Generation Vote
Generation Vote is a first-of-its-kind digital exclusive series for New England Public Media’s public affairs program Connecting Point. Focusing on Gen Z and other first time voters in the 2020 Presidential Election, the series engaged voters in casual conversations about their attitudes towards voting and the issues that mattered as they cast their ballots. A full, 30-minute television broadcast covering similar topics was also produced.
Digital Video
Broadcast (TV)
Social
Click image to view live on platform
Divided: Scenes from Inauguration 2021
A landmark project for New England Public Media, Divided: Scenes from Inauguration 2021 was a collaboration between Connecting Point and acclaimed photojournalist and Williams College Visiting Professor of Humanities Dr. Barry Goldstein, who was on the ground in D.C. for the 2021 Inauguration.
The expansive project utilized documentary photography and portraiture, audio interviews, and video clips to chronicle online and via social media – in real time – the events and the atmosphere in the Capitol during the inauguration of President Joe Biden, in the wake of the January 6th insurrection.
Divided was the recipient of a 2022 Communicator Award.
Digital Video
Click to play full series
Interactive Photo Gallery
Click image to view live site
Broadcast Interview
With Connecting Point’s Zydalis Bauer
Series Landing Page
Click image to view live site
Social
Massachusetts Ballot Questions Explainer
A collaborative project between Connecting Point, the Digital team, the Education team, and NEPM’s newsroom for the 2022 midterm elections.
The main goal for this project was to reach younger audiences via a short, simple Instgram Reel demystifying what voting “yes” or “no” on the 2022 Massachusetts ballot questions meant. In a departure from typical “journalistic deep-dives,” the tone was straightforward and informational, but casual with a little humor thrown in.
Facebook Targeting Success Story
The annual Wine & Food Lovers’ Weekend is the biggest fundraising event at New England Public Media (formerly WGBY). Using the 2019 event attendees as a model, I created a lookalike audience to identify and reach new customers outside of our existing audiences who would enjoy the event.
Results: The 2020 event was the first sold out tasting hosted by the station in at least ten years and generated about $50,000 in revenue.
Behind the Scenes Content
The Problem: Repurposing broadcast content for Facebook and Instagram was an important part of our digital strategy, but not particularly engaging (especially with the rise of vertical video). Why shold they hit “follow” for content they could see on tv or YouTube? What could we give our audiences that would enhance the broadcast content and give viewers a reason to follow us on social media?
The Solution: Peel back the curtain and let our audience feel like they are part of the production process with behind-the-scenes content. Viewers got to see us in their communities and make more personal connections to the work their donations support.
The Results: People were excited to “meet” the team and see us out actively engaging in their communities.
As a bonus, our Instagram audience grew by 100% in 4 months.
Facebook Organic Engagement Strategy
The Problem: How do you expand your audience and reach new people on Facebook with a budget of less than $25 a month? And how do you get people to actively engage (comments, shares, views) with content?
The Solution: Get creative! Instead of asking people to come to us, we went to them by actively engaging in local town forums on Facebook.
Results: Over 90 days, this campaign grew organic reach by 426% and organic engagement by 615%.
And generated 100’s of comments…..
