The moment
For Black History Month 2024, I led a 31-part profile series celebrating Black Oberlin alumni. It published daily and continued into Women’s History Month.
Work01Oberlin CollegeFebruary to March 2024
Thirty-one biographical profiles of Black Oberlin alumni, published daily across Black History Month and into Women’s History Month.
I researched and wrote all 31 profiles, collaborated with the art director on the template, prepared the images, assembled the graphics in Canva, and published daily. I worked closely with the photo coordinator and project manager to source photography, while Communications colleagues reviewed the copy.
- Social strategy
- Copywriting
- Design production
- Publishing
The problem
The portraits spanned more than a century. The design needed to bring archival photographs and contemporary headshots into one recognizable series.
What I focused on
The person
I looked for a detail that made each alum more than a name and class year.
The photograph
I chose and edited images for a consistent look without erasing the character of the original.
The rhythm
I published a profile daily, giving our audiences a new story to read, share, and discuss.
Results
- profiles
- Facebook impressions across 31 profiles
- the median reach of other posts
Facebook figures recorded in the campaign report.
Why it matters
Daily publishing meant keeping research, image preparation, copy review, and scheduling moving together. Close collaboration with the photo coordinator and project manager helped me bring all 31 profiles to publication.
Outcome
The Wayman E. Scott profile reached 101,339 people on its own, with no ad money behind it. The Shirley Graham Du Bois profile reached 97,275.
- 101,339 people reached by the Wayman E. Scott profile. 100% organic. 4,220 reactions, 1,042 shares. February 25, 2024.
- 97,275 people reached by the Shirley Graham Du Bois profile. 100% organic. 3,879 reactions, 1,247 shares. March 5, 2024.
Credits
- Art direction and template: Oberlin’s art director
- Research, copy, image preparation, Canva assembly, and publishing: Dae Williams
- Photography: Oberlin Alumni Magazine
- Photo sourcing and project management: Oberlin’s photo coordinator and project manager
- Copy review: colleagues in Communications