Purpose

Spark more meaningful conversation that engages and empowers our community to connect.

Start a movement by modes easily accessible to all who wish to engage.

Strengthen and broaden reach of the Wake Forest community by connecting leaders, young and old, within all industries, and areas of expertise.

My Role

Set the vision, scope and roadmap.

Collaborated with cross-functional teams to engineer, test, and market products and features.

Conducted research to inform targeted cross-platform marketing collateral.

Designed user experiences for website and physical product assets.

Oversaw social media outreach and promotion.

Established and socialized needed processes and procedures to implement and sustain long term.

Led core team and cross-departmental stakeholders from ideation through launch.

Results to-date

10,000+ participants

200 cities worldwide

783 conversations

2019 Silver Anvil Award

Process

 
 

Vision, strategy, roadmap

Strategy & Roadmap - The first step was to define the “Why” and map an actionable strategy for execution.

Our aim was to shed light on the fact that honest, personal engagement has always been at the heart of the Wake Forest experience. When we openly share ideas and listen to one another, we see each other as human beings rather than as stances or opinions.

Experience design

Process Mapping - Next we defined the experience of a C2C event, drilling down on all the nitty gritty details of what people would experience before, during, and after. No detail was too small. Our mission was to create an experience that was engaging and meaningful to generate maximum, memorable impact.

Prototyping

Prototype Collateral - A large component of the experience involved the product materials. We prototyped and tested the collateral needed during the event, along with marketing materials to get the message out.

Testing

Internal Testing - We conducted over four dozen internal tests to fine-tune the process and ensure the experience was seamless, meaningful and memorable.

Launch

 

Rollout - Social Media Presence - Once the C2C events began rolling out, we wanted to make sure people knew about it. Digital presence was a big factor in the rollout of the Call to Conversation movement. We encouraged participants to share their experience on their own channels and ultimately created a network effect reaching hundreds of thousands.