I worked with a team at VCU for my senior capstone campaigns class, where I acted as the Writing Consultant. I was responsible for revising the campaign book to ensure the copy

met AP standards. 

​

The objective was to rebrand and bring awareness to the 17th Street Farmers Market under the new name "Shockoe Square". The space had recently been acquired by nonprofit, Enrichmond, who wanted to utilize the market as a dynamic community space that people could use for meetups, festivals, and workspace collaborations. 

​

Together, we conducted various forms of research like long-form interviews, and synthesized primary and secondary data about Richmond's socioeconomic environment into a concise final presentation for our peers and the client. We utilized campaign planning strategies such as SMART goals to refocus the organizations' mission and vision statements to assist in our mission. We communicated our findings by​​ defining significant, measurable KPI's that the client valued.

​

The full campaign book can be found below.