American Psychological Association ( APA.org/membership)

In 2016, I helped the American Psychological Association create a website specifically for its 120k+ members. The goal: post content specifically and exclusively for members. Membership had been in a steady decline for almost a decade. Emphasis on catering to and serving the needs of the public left little to intice member registrations/engagement.

My job/role: bring value/importance back to being a member of APA.

My strategy: develop content centered on topics that matter to psychologists, help members advance in their careers and honor their unique experiences and achievements.

The first iteration of a member site was built on the Word Press platform to allow for fast production timelines. In the summer of 2018, the entire site and its content migrated over to the main APA.org website to position it as a key piece of real estate and to allow for the locking (paywall) of selected content.

As a result of my efforts, APA membership has seen growth year-over-year.

Key contributions: 80% of content produced by myself and a staff of freelance writers that I supervise/direct 20% of content I curate from other departments within APA.org The content is a mix of editorial articles, webinar presentations, PDF ebooklets, resources (special programs, products and tools) and benefits/discount offers for members of the association Responsible for content placement across all member pages

American Association for the Advancement of Science (AAAS MemberCentral)

In 2010, I was hired by AAAS to help them build a digital member content program. Like many associations, AAAS had been experiencing a decline in membership over the past decade, due to generational shifts and placing more resources behind promoting their flagship publication, the journal Science. In an odd twist, the journal Science had eclipsed AAAS in brand recognition.

My role/task: create content specifically for members.

My strategy: carve out a distinct area on AAAS.org just for members. Cater to their career needs and research interests. Showcase the impressive breadth and depth of the membership with exclusive interviews and live lectures.

To expedite the member program, a website separate from the main site was launched. Built on the Drupal platform and launched in the summer of 2011, AAAS MemberCentral became the new home for members of AAAS. For over 5 years I maintained AAAS MemberCentral mostly on my own. In 2016, AAAS MemberCentral migrated over to the main AAAS.org site (which had recently migrated over to Drupal -- based on our successful use of the platform). My efforts were seen as key to making AAAS a member-facing organization again and AAASMemberCentral needed homepage placement. Today, AAAS MemberCentral is a paywall protected area accessible from the AAAS.org homepage.

As a result of my efforts, membership grew year-over year and AAASMemberCentral received over 1.5 million visitors during my time at AAAS. AAASMemberCentral and the content I created for it, received awards of excellence from the marketing and communications industries.

Key contributions: 90% of the content (articles, videos, podcasts and webinars) I produced myself along with a staff of freelance writers that I supervised/directed 10% of the content (articles, white papers/reports) was curated from other areas of AAAS.org The content is a mix of member profiles, topical articles, webinar presentations, white papers/reports, live presentation recordings and benefits/discount offers for members of the association Responsible for content placement across all member pages

Awards:

• 2011 Web Marketing Association’s 15th Annual WebAward: Outstanding Website Award for AAAS MemberCentral
• 2011 Interactive Media Award (IMA): AAAS MemberCentral — Outstanding Achievement Award in the Association Category
• 2011 Communicator Award: AAAS MemberCentral — Silver Award of Distinction (Websites – Associations)

Cork Hounds

Launched in 2016 - present

This is a passion project of mine. I am a co-founder and the chief of content. Cork Hounds is a search site/mobile app for locating dog-friendly vineyards and wineries across the U.S.

Key contributions: Collection of vineyard/winery data Hiring and managing freelancers for data collection Writing blogs, interviewing vineyard owners and staff Interacting with vineyard owners, customers and responding to feedback Social media promotion Merch store management Affiliate partner advertising selection and management Media outreach and inquires

The Monk Seal Project

Launched in 2010

This long-form story and multimedia presentation is my Master's thesis project for Columbia Journalism school. This indepth report looks at the human-wildlife conflicts surrounding the endangered Hawaiian monk seal.

Key contributions: Spent 4 days in Hawaii (Oahu and Kauai) conducting interviews and shooting video/photos Wrote 10,000 word indepth story Shot and edited 6 videos Produced 6 photo galleries Built website on WordPress platform/template to host all content originally Recently migrated this content to a new Ghost blog to preserve my work

Storytelling in written form is one of the most effective ways to connect with audiences. I've done a lot of writing over the years. These are just a few examples. Today, I prefer to leave most of the writing to staff and freelancers and focus my effort on editing to ensure quality and alignment with an organization's brand/mission.

Iceland phasing out fossil fuels for clean energy | CNN Iceland may be best known for world-famous musical export Bjork but there’s a new star quickly gaining this island nation worldwide acclaim — clean energy. Read article here.

It’s real life CSI for dinosaur detectives | CNN In a desolate landscape, under a hot sun, college students are on their hands and knees poking and brushing away at the ground. They are here to solve a mystery buried for 65 million years. Read article here.

Legendary astronaut Shannon Lucid still finds herself star-struck | CNN During the last space shuttle mission to the international space station, television cameras panned around the Johnson Space Center’s Mission Control and landed on the CAPCOM desk — the relay station between astronauts on the ground and those circling in orbit. There sat astronaut Shannon Lucid, diligently taking notes and talking Discovery astronauts through procedure after procedure. At 64, Lucid continues to work as an active member of the NASA astronaut corps and loves every minute of it. Read article here.

Frances Gulland fulfilling dream to work with marine mammals | AAAS A love of animals from an early age lead AAAS member Frances Gulland to her career as a veterinarian. Currently she treats sick and injured seals and sea lions along the coast of California. Read article here.

F DeWolfe Miller is a real life Indiana Jones | AAAS Hop on board the Aeolus, AAAS member F DeWolfe Miller’s sailboat and get ready for a voyage that includes, a bike ride across the desert, nasty parasites in Nepal and digging up ancient mummies in Egypt. And yes, there is a bullwhip too! Read article here.

Neil deGrasse Tyson’s battle cry for STEM | AAAS Yes, even astrophysicists must attend jury duty. Even well-known astrophysicists like Neil deGrasse Tyson, director of the Hayden Planetarium in New York City and host of the PBS program NOVA ScienceNOW. On Tyson’s most recent trip to the courts, he was part of a dwindling pool of potential jurors on a drug bust case. He and 15 of his fellow citizens listened intently as the judge read aloud the case. Read article here.

Go to my clips page to see the full list.

Helping Ourselves: Self-Care for Psychologists

Published in 2023

This APA publication provides the latest strategies and techniques to tackle the common challenges psychologists face in creating and sustaining a healthy work-life balance

This booklet is currently being used for lead generation.

Key contributions: Executive producer and project supervisor 2024 AVA Digital Award |Gold Winner: Digital Marketing | Content Marketing | 26. E-Magazine

Career Transitions: Taking a New Path

Published in 2022

An APA publication featuring psychologists who have made a career course change and the practical steps that went into making the shift. Whether transitioning out of academia, entering the business realm, or switching to research in the private sector, these stories represent psychologists across disciplines who are reinventing their careers in compelling and sometimes surprising ways.

Key contributions: Executive producer and project supervisor 2023 Hermes Creative Award: Career Transitions: Taking a New Path -- Gold Award for Electronic Media / Social Media / Interactive Media | Digital Publications/Messaging | 149. E-Book/iBook

Psychology and the Post-Pandemic Workplace

Published in 2021

This APA publication focuses on the remote work evolution brought about by the COVID-19 pandemic. Psychologists have a unique role to play in helping organizations retool for the future. At the same time, the field of psychology is undergoing profound changes.

Key contributions: Executive producer, project supervisor and contributing writer

Interconnections of Psychology and Technology

This APA publication explores the many ways psychologists are playing a pivotal role in information technology and the way people interact with the world. This booklet was used for lead generation, recruitment and member renewal campaigns from 2020 - 2021.

Key contributions: Executive producer and project supervisor 2021 Hermes Creative Award: Interconnections of Psychology and Technology -- Gold Award for PR/Communications |Strategic Programs | 74c. Digital Marketing Campaign

APA Impact: Your Moment is Now

This APA booklet features member profiles and topical articles exclusively produced for members and avaliable through membership. The booklet was used for recruitment, lead generation and member renewal from 2019-2020.

Key contributions: Executive producer and project supervisor 2019 Communicator Award: APA IMPACT: Member Content Highlights Booklet — Award of Excellence Content/Promotion Category

Debt Smarts: Financing Your Future in Psychology

This APA booklet aims to help members get a better handle on their student loan debt. It was created in 2019 for recruitment, lead generation and member renewal.

Key contributions: Executive producer and project supervisor 2020 Telly Award: Debt Smarts: Financing Your Future in Psychology -- Silver Award for Branded Content 2020 Communicator Award: Debt Smarts: Financing Your Future in Psychology — Award of Distinction in Campaign/Content Promotion

Every Scientist Has a Story

This AAAS booklet features member profiles and topical articles that showcase the original website content avaliable with AAAS membership. This booklet was used for recruitment and member renewal from 2014 - 2016.

Key contributions: Executive producer and project supervisor Contributing writer 2014 MarCom Platinum Award for AAAS MemberCentral booklet Every Scientist Has a Story

Thanks to smart phones, just about anyone can shoot a video these days. But if you want to create something of real value/quality, then more skill is required. I've been shooting and editing my own video for over a decade. It's hard (backbreaking) work that takes much longer than one might think to complete. I still edit video almost daily and I train/advise staff in this captivating medium.

Technology, Mind & Socity Conference

I edited and produced this video to help register 500 people for APA's new Technology, Mind & Soceity Conference in 2018. The conference sold out! TMS is now an annual event for APA.

Awards:

• 2019 Communicator Award: Technology, Mind & Society 1st Annual TMS Conference -- Award for Marketing Effectiveness

AAAS Video Showcase

These videos feature AAAS members describing their work in various fields of science. I shot, edited and produced these myself. On average, these videos received between 500-1000 views.

1. Tour the space shuttle Discovery at the National Air and Space Museum
2. Autonomous underwater vehicles canvas our oceans to studying their health
3. Narwhals have tusks made of dentin and a dentist study's them
4. Long forgotten U.S. voyage around the globe mapped the southern seas
5. Researchers distinguish dinosaur Torosaurus from Triceratops

Webinar/CE Series: Building and Sustaining a Thriving Private Practice: From Start to Finish | APA

Launched in 2021

APA wanted to enter the continuing education (CE) space which is revenue generating and an important value-add for APA members -- CE credits are a requirement of licensure for clinical psychologists. I developed a ten-part continuing education (CE) series designed to take members through the lifecycle of owning a private practice. It was very successful, helping to generate over $100k in revenue.

In 2022 and 2023, I followed it up with:

• Building and Sustaining a Thriving Practice: When to Call in Outside Help
• Building a Thriving Practice and Culture of Inclusivity

Length: 60-minutes Frequency: 10-part exclusive series Results: Over 3000 registrations | $100K+ revenue Key contributions: Developed the concept and name of the series Identfied and hired the host and 20 presenters Worked with the host to develop/refine the topics for each session Reviewed presentations to ensure they were in keeping with APA's standards and policies Managed the marketing and promotion (email, social, house ads) Produced each live event and served as the APA announcer

Webinar Series: Supercharge Your Presence | APA

Lauched in 2018 - present.

Developed to generate engagement with members and lead generation for new members.

The program topics aim to help members at all career stages build their professional personas.

Length: 60-minutes Frequency: 5-6/year Fee/Cost:Free/Benefit of membership Registrations/year: +10K Key contributions: Developed the concept and name of the series Identfied and hired the two main presenters Work with main presenters on topics Review presentations to ensure they are in keeping with APA's standards Manage marketing and promotion (email, social, house ads) Produce each live event and serve as host Prep and edit recording for publication

Webinar Series: How Did You Get that Job? | APA

Launched in 2017 - 2022 (converted to a video interview series in 2023)

This webinar series is designed to generate engagement with members and lead generation for new members.

In this series, APA interviews people with psychology degrees working in various fields to find out how they got their job and what they do on a daily basis. These live or on-demand presentations also provide members with practical skills that will help them find, secure and keep a job.

• Talks/Chats
• Workshops
• Virtual Event -- held in December of 2018, drew over 5K registrations.

Length: 30-minutes (talks), 60-minutes (workshops) Frequency: 6/year (talks), 4/year (workshops) Fee/Cost:Free/Benefit of membership Registrations/year: +7K Key contributions: Developed the concept of taking the print column and evolving it to a webinar series Identifed APA staffer to host series Indentify and contact the guest psychologist featured in each interview and workshop Produce live event and serve as host for workshops Manage the marketing and promotion (email, social and house ads) Prep and edit recording for publication.

In-Person Events

Some content just begs to be seen in real life. With the right topic, speakers and promotion, I can attract a captive audience to your next live event.

Live Event Series: Cutting Edge | AAAS

From 2011 - 2016, I developed a live lecture series for AAAS members called Cutting Edge. These talks, given by highly accomplished scientists/researchers, provide insight into emerging trends and advances in STEM (Science, Technology, Engineering and Math).

Audience Size: ~100-500 people/event

Cutting Edge Premier Event

Cutting Edge: The Oceans

Cutting Edge: Energy

Cutting Edge: The Art and Science of Climate Change

Cutting Edge: NASA's Mission to Pluto and Beyond

Service Tool: The APA Private Practice Helpline

Operation: May 2022 - February 2024.

I developed a customer consultation "hotline" for APA members needing expert advice regarding the business aspects of running a priviate practice.

Program Highlights

• 900+ completed calls
• Net Promoter Score of 91 out of 100
• Award of Excellence in Marketing Achievement: 2023 The Communicator Awards

Testimonals from customers

"This is a much-needed resource and is very useful for the next generation of psychologists."

"My consultant was knowledgeable regarding my concern and personable as well. I was highly satisfied with his consultation and with the service."

"The APA Private Practice Helpline was worth the full price of my APA dues."

Promotional Content Samples

• Social Videos -- 30-second private practice consultation tips

• Checklists (PDF downloads) -- Designed to help organize and complete tasks related to running a private practice.