Project Protocol
SERVICES OFFERED: BRAND STRATEGY, COMMUNICATIONS STRATEGY, CAMPAIGN STRATEGY, NARRATIVE DEVELOPMENT, CONTENT PRODUCTION
Project Protocol is a people-first technology platform designed to support Californians navigating parole by increasing access to trusted information and community resources, while providing tools to increase transparency throughout the reentry process. Four years after the platform launched, the organization was looking to increase visibility, strengthen its brand identity, and build trust among system-impacted communities. I partnered with the founder and cross-functional teams to reposition Project Protocol's communications from product-focused messaging to a narrative-driven brand rooted in dignity, trust, and community. Through strategic communications, storytelling, fundraising campaigns, and internal messaging systems, I helped establish a stronger communications foundation that continues to support organizational growth and audience engagement.
Results:
- Grew social media audiences by 60% organically
- Increased Instagram engagement by 35% within six months
- Grew email subscribers from 110 to 325 (nearly 200% growth)
- Maintained a 52.41% email open rate and 5.85% click rate
- Secured 22 individual donors through the organization's first impact reports and fundraising efforts
- Positioned Project Protocol as a trusted voice within California's reentry ecosystem
Project Protocol
2024 - Present
~ 2 years
01 The Challenge
Although Project Protocol offered valuable digital tools for people on parole, much of its communications focused on explaining platform features rather than communicating why the work mattered.
The organization needed a stronger brand identity, a more consistent communications approach, and a narrative that built trust with people navigating parole while also engaging funders, partners, and community organizations.
02 The Strategy
My Role
- Assessed existing communications to identify opportunities for stronger brand positioning and audience engagement.
- Developed a comprehensive communications strategy that shifted messaging from product features to the lived experiences and needs of people navigating parole.
- Established key messaging pillars, audience segmentation, and channel strategies that created consistency across organizational communications.
- Collaborated with the founder, product designers, and engineering team to align communications with platform development and organizational priorities.
- Built a communications framework that balanced storytelling, educational content, and organizational credibility.
Tools
- Google Workspace
- Canva
- Notion
- SendGrid
- Hootsuite
- Meta Business Suite
- Veed
- Adobe Premiere
03 Building the Brand
Brand & Narrative Development
I led a comprehensive brand repositioning that shifted Project Protocol's communications from product-focused messaging to a narrative rooted in trust, dignity, and community. This work established a stronger foundation for storytelling and more consistent communications across every audience touchpoint.
- Developed a brand messaging framework that repositioned Project Protocol from a technology platform to a trusted community resource supporting Californians navigating parole.
- Defined key messaging pillars, audience segments, and communication priorities to create consistency across campaigns, fundraising, partnerships, and organizational communications.
- Crafted narrative-driven messaging that centered the lived experiences of people on parole while reinforcing the organization's commitment to transparency, digital dignity, and systems change.
- Partnered with leadership, product designers, and engineers to ensure communications accurately reflected platform development while remaining accessible to community audiences.
- Guided the evolution of the organization's voice and positioning as Project Protocol expanded its programs, partnerships, and public presence.
Communications Campaigns
I developed integrated campaigns that increased visibility, strengthened community engagement, and expanded donor and stakeholder relationships through coordinated storytelling across multiple channels.
- Planned and executed multi-channel campaigns across social media, email marketing, partnerships, website content, and community events to increase brand awareness and platform engagement.
- Built campaign strategies around organizational priorities, developing content calendars, messaging, and timelines that aligned communications with fundraising, product launches, and community initiatives.
- Led Project Protocol's Giving Tuesday campaign, creating storytelling that introduced new audiences to the organization's mission while supporting donor acquisition.
- Developed audience engagement strategies that grew the organization's email community organically while maintaining engagement rates significantly above industry benchmarks.
- Used campaign performance data to refine messaging, optimize content, and identify opportunities for continued audience growth.
Storytelling & Content Production
I created storytelling systems that translated complex issues into accessible, community-centered communications while maintaining consistency across digital and print platforms.
- Produced narrative-driven content that elevated the experiences of people navigating parole and highlighted Project Protocol's role in advancing transparency within California's reentry system.
- Wrote and designed bilingual communications materials, including newsletters, one-pagers, postcards, educational resources, and campaign assets that supported outreach and community engagement.
- Conceptualized and produced fundraising videos that used personal storytelling to build trust, introduce the team behind Project Protocol, and reinforce the organization's mission.
- Developed educational content that translated topics such as digital privacy, parole navigation, and emerging technology into practical, easy-to-understand resources.
- Maintained consistency in messaging, tone, and visual identity across social media, email, website, and print communications.
Organizational Messaging & Internal Communications
As the organization grew, I helped build the internal communications infrastructure needed to support consistent messaging across teams and external audiences.
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Developed internal messaging guidelines that clarified organizational positioning, tone of voice, and key messages across communications.
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Created messaging frameworks that equipped staff and volunteers with the tools and confidence to communicate consistently with partners, funders, media, and community members.
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Collaborated across leadership, engineering, product, and communications teams to align messaging with organizational priorities and platform development.
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Introduced planning systems and communication workflows that strengthened collaboration and improved coordination across departments.
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Reinforced organizational consistency by integrating messaging guidance into campaign planning, fundraising, partnerships, and public communications.
Impact Reports & Donor Communication
I transformed organizational data into compelling narratives that demonstrated impact, strengthened donor relationships, and supported long-term fundraising efforts.
- Directed the development of Project Protocol's first and subsequent impact reports, collaborating with leadership and engineering teams to shape messaging, visual storytelling, and organizational narratives.
- Translated program data, platform metrics, and organizational milestones into donor-centered stories that demonstrated impact and reinforced credibility.
- Developed integrated marketing strategies to promote each report across email, social media, website, and stakeholder communications.
- Designed communications that connected organizational outcomes to donor investment, helping convert audience engagement into financial support.
- Established the impact report as an annual storytelling and stewardship tool that continues to strengthen relationships with donors, partners, and community stakeholders.
04 Results & Impact
Outcomes
Project Protocol evolved from an emerging technology platform into a trusted voice within California's reentry ecosystem, supported by a more cohesive brand identity, stronger audience engagement, and communications systems designed for long-term growth.
Highlights
- Increased social media audiences by 60% through organic growth
- Grew email subscribers by nearly 200%
- Maintained email engagement rates significantly above industry benchmarks
- Strengthened donor communications through the organization's first impact reports
- Helped establish Project Protocol as a trusted resource among reentry organizations, advocates, and system-impacted communities
- Created internal messaging systems that continue to support consistent communications across teams