Strategy Meets Storytelling

I am a strategic communications leader who believes the most effective communication makes complex topics feel clear, relatable, and accessible.

With 16 years of experience spanning journalism and public-sector communications, I am skilled at building strategies that strengthen trust, manage risk, connect communities, and turn big ideas into impactful results.

Featured Projects

SandVenture Aquatic Park 25% Off Sale and Grand Re-Opening

SandVenture Aquatic Park is a City-owned facility offering a beach-like experience at a chlorinated sand-bottom pool.

In 2023, the Shakopee City Council approved a $7 million renovation to address aging structural issues while enhancing the overall visitor experience. The pool was closed for the entire summer of 2024, and admission prices had increased to help recover costs of the renovation, so we decided to host a one-day only pre-sale, giving guests 25% off for 2025 season passes and punch cards. Our goal was to hit 25% of season pass and punch card revenue goals for the whole season.

We turned the sale day into a "Pirate's Plunge" event at the Community Center to drive enthusiasm and bring community members together, with activities, games, and a make-and-take pirate-themed crafts.

The Grand Opening took place six weeks after the sale, with our promotional efforts earning the City three spots on local TV shows. Our SandVenture episode of "The Dig" received more than 213,000 views across the City's social media channels.

Project Highlights

  • Exceeded original goal of generating 25% of season pass revenue for the year

  • Doubled original goal of reaching 2,000 visits to the SandVenture webpage during the month of April

  • Recognized by the Minnesota Association of Government Communicators with a Bronze Award in the Special Event category

SandVenture episode of 'The Dig'

The Dig: SandVenture Renovations - June 2025 Update

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Fitness Court Grand Opening

The City of Shakopee received a grant in 2024 to construct a Fitness Court Studio, giving community members the option of a full-body outdoor workout at no cost.

The goal of our grand opening event was to increase awareness of the new amenity, particularly among communities with additional barriers to fitness and wellness opportunities. To draw additional interest in the event, we held a Police vs. Fire race through the Fitness Court stops to compete for the fictional "Golden Badge of Glory".
Event promotional materials were distributed in both English and Spanish, and we tailored our outreach materials to suit different audiences: External partners and elected officials received a more formal invitation, while community-facing materials highlighted the fun, accessible elements of the event, such as the relay race and free, multi-language fitness classes.

On the day of the event, we offered the free classes, plus our Parks and Recreation Department hosted a lawn games area for attendees, and public safety mascots Sparky the Fire Dog and McGruff the Crime Dog were on hand to greet kids and families and hand out stickers, adding to the fun and welcoming environment.

Project Highlights

  • Earned strong media coverage, including feature stories on WCCO and Fox 9 morning shows

  • Reached 44,000 social media users with Fitness Court video content

  • Recognized by the Minnesota Association of Government Communicators with a First Place Northern Lights Award in the Special Event category

Dontcha Know? Fitness Court Edition

Dontcha Know? Fitness Court Edition

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Property Tax Receipt Promotional Project

As part of the City of Shakopee's efforts to be transparent about the annual budgeting process, the Finance Department invested in a tool that allows property owners to enter their property's valuation and in return receive an itemized receipt showing which city services and departments their property tax dollars funded.

Despite the Property Tax Receipt being an incredibly useful tool, residents were not using it due to a lack of awareness that it was available to them. Understanding that municipal finances are not everyone's favorite topic, my team created a promotional plan that involved a tongue-in-cheek video that used humor to intrigue the audience.

The promotional campaign, and the video in particular, were highly successful in driving increased awareness and action with the Property Tax Receipt tool. Because of the industry attention received by the video, we were able to lengthen the life of the campaign and increase our reach further.

Project Highlights

  • Reached 24,000+ social media users to drive awareness of the property tax receipt tool

  • Increased visits to the City budget webpage by 930%

  • Recognized by the Minnesota Association of Government Communicators with a First Place Northern Lights Award in the Video Short/Social Media Campaign category

  • Earned recognition from the League of Minnesota Cities (LMC) as a 2024 City of Excellence for our promotional campaign

  • Received Honorable Mention from the Government Finance Officers Association (GFOA) in its annual Fiscal Fluency Challenge

  • Featured in industry news stories, appearing in the Minnesota Cities magazine published by LMC, as well as Government Finance Review magazine published by GFOA

Promotional Video

Property Tax Receipt Promo Video

City of Excellence Video

2024 City of Excellence: City of Shakopee's Taxpayer Receipt

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Earned Media

The first step in media relations is recognizing a story worth telling. I identify compelling angles, build relationships with journalists, and turn organizational priorities into earned coverage that reaches audiences beyond owned channels.

Industry Leadership

I believe the best ideas become better when they're shared. From conference panels and industry conversations to media interviews, I welcome opportunities to exchange ideas, share what I've learned, and contribute my perspective on communications, accessibility, and public service.

Let's Connect

Need a digital portfolio of your own?

I also help communications, marketing, and creative professionals turn years of great work into a clear, compelling professional portfolio, with strategic storytelling and site build included.

Interested? Feel free to reach out by sending a message below. Messages are delivered directly to my inbox.

Feel free to reach out by sending a message below. Messages are delivered directly to my email.