IDENTITY-POWERED ARKANSAS
As part of a narrative shift initiative across Arkansas, I led the creation of a statewide Audience Playbook for the Winthrop Rockefeller Foundation. The goal was to offer nonprofit leaders, funders, and creative partners a powerful tool to better understand, reach, and uplift Arkansans who are people of color, working class, and values-aligned with equity-driven change.
Working hand-in-hand with our research team, I helped translate in-depth insights into granular, actionable audience personas, a critical foundation for shaping compelling messaging, creative tactics, and community-rooted campaigns. The personas were crafted not just to inform, but to empower local organizers, small business owners, and funders with language and strategies that reflect the lived experiences and aspirations of their communities.
Beyond strategy development, I also collaborated directly with the funders and grantees who would bring this work to life, ensuring the playbook was immediately usable and grounded in their day-to-day realities. The final playbook served as both a messaging guide and a call to action: if we want to change the narrative, we first need to know who we’re talking to, what we’re saying, where to find them, and how to support them authentically.
The playbook was officially rolled out at a statewide summit in Arkansas and has since been used to inform campaigns and storytelling efforts across the region.