VIPS Fund
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As the Director of Social & Media Relations at VIPS fund, I create compelling graphics, produce short-form video content, and lead media relations for our organization. My goal? To spotlight our nonprofit's impactful sustainable fashion line to raise funds for key community partners and local Malagasi artisans.
Through this role, I am driven by getting earned media coverage on our collections and runway and as many eyes on our social posts. But the work doesn't stop there. I'm obsessed with using data-driven strategies to translate traditional media and social performance into event attendance and monetary engagement that can be leveraged for Malagasi wildlife conservation.
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Increase social visibility by creating graphics for events, designing a seasonal newsletter, and producing the short-form video #VIPS talks series
Secure earned media coverage by pitching seasonal collections, and behind-the-scenes runway stories to the Michigan Daily and other key local publications
Expand community partnerships by highlighting collaborations with Malagasy creators and conservation leaders through visual storytelling, and testimonial templates
Boost event attendance and sales by building a targeted cross-platform content calendar tailored to Instagram and TikTok prior to each seasonal runway and pop-up stores
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Finalize Media Rollout and Social Campaigns – Collaboratively create monthly content calendars, and identify key content topics for social media and graphics. Build out proactive media activation plans around key events, product launches, and announcements.
Visual Content and Brand Alignment – Use Adobe Creative Cloud to design eye-catching social posts in alignment with seasonal fashion lines, product launches, and highlight key partnerships with the University of Michigan, the FATA coop and more!
Build out VIPS fund brand template and ensure visual consistency across all social posts for feed
Purchased video production equipment and created a storage unit for VIPS fund strategic communications gear
Create mood boards for content topics to brainstorm brand aesthetics for each product launch and commercial line
Proofing Process – Each content has several creative passes with multiple iterations until a final version is produced, with tweaks to copy, graphics, format, and brand logo
Data-informed Strategy– Track post performance in real time, measuring likes, shares, saves, reach, and clicks, to uncover what resonates with our audience, and reproducing what works— whether that's video series or creative infographics. My next step? To turn social clicks from high-performance posts into real-world impact for conservation funding and event turnout.
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To drive ticket sales and funding for Madagascarian nonprofit partners and artists.
I have fueled this mission through:
Bringing in $10,000 through digital marketing from 2024-2025
Creating a social content calendar for the Spring Emergence Runway, driving RSVPs from 15% to a sold-out event
Drove the launch of the #VIPstalks short-form video series
20% increase in ticket sales for all events and pop-ups
Secured 3 media placements at the Michigan Daily, and Voyage Magazine
