Project 44
Date: July 2024 - Present
Partners: Megan Clawson - Graphic Design
Project 44 is a non-profit organization based in Indianapolis, Indiana that was created in honor of the late Andrew Smith. Andrew Smith was a standout member of Butler’s two time NCAA Finals basketball team. Andrew was diagnosed with cancer and had a bone marrow transplant in November of 2015. During this time he learned about the inequalities of the bone marrow registry. In this midst of his battle he made it his goal to raise awareness for the bone marrow registry. Committed to carrying out Andrew’s selfless work, Project 44’s initial goal was to save 44 lives.
Social Media Strategy
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Graphic Design
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Copywriting
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Video Production
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Social Media Management
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Social Media Strategy . Graphic Design . Copywriting . Video Production . Social Media Management .
Creative Process
I came on as Project 44’s social media manager in June of 2024 and developed a social media strategy that focused on education, awareness, and advocacy for the national bone marrow registry. I needed to create a social media presence that built a community and cultivated a culture of “yes” where all patients needing a life-saving cure have an available match on the registry. On a monthly basis I design content, write captivating captions, and engage with the followers to raise awareness.
Cause Marketing
My main goal for Project 44’s social media was to increase brand awareness. I’ve successfully increased awareness through patient advocacy, education, community partnerships and events, and NIL athlete collaborations. These pillars support the backbone of the organization; to raise awareness for the bone marrow registry. The key to Project 44’s successful social media presence is the “sixth man” pillar. Whether it be an event recap, student volunteers, college athletes, or community sponsors, they are the reason for the brands success.
Champions for Change
Project 44’s brand voice is committed to creating a culture of “yes” and spotlighting champions for change. Through education and advocacy of NMDP and blood cancers, we are able to carry on Andrew Smith’s legacy.
My Impact
125+
Increase in followers within the first 90 days
20X
Average reach increase from 250 in June to 5,200 in September
8.76+
Growth of engagement rate from 1.94 to 10.7 in 90 days
25+
Qualified leads in the first 90 days