Gillibrand 2020
As the Content Director for Gillibrand 2020, Sara directed the social media strategy and created the campaign’s brand identity as the graphic designer. She ran day-to-day and longterm social media calendars, designed digital and print assets as well as merchandise, produced branded toolkits for digital influencers, advocates, and supporters, and often traveled with the Senator to photograph and livestream events. Additionally, Sara collaborated with the entire digital and communications teams and every other team within the campaign to ensure coherence in voice, messaging, and presentation.
Creating issue-specific social media campaigns
A campaign is only as good as its policy proposals—but policy proposals are only as good as they are palatable for voters. As the Content Director, Sara packaged issue-specific digital content in coordination with each plan. She and the digital communications team conceptualized and created multi-media content arsenals so that each policy proposal could be delivered in written, graphic, and video formats, thus ensuring the ability to repurpose digital assets throughout the course of the campaign. Because the digital communications team coordinated with the larger communications team, many assets were deployed in tandem with press hits, which allowed for better reach and engagement as reporters cross-shared the campaign’s produced content.
Engaging influencers
As a part of the digital communications team, Sara collaborated closely with the Digital Coalitions Director to produce social media content for influencers/validators to share with their online platforms. This included everything from making social media toolkits for supporters to producing direct-to-camera video interviews with stakeholders and advocates in pertinent issue areas.
Creating a distinct online voice
The Gillibrand 2020 team ran the most feminist presidential campaign in our nation’s history, and that goes far beyond the pink in the color palette: Team Gillibrand had the highest percentage of women supporters of any 2020 Democratic primary campaign. Sara’s role in honing voice and messaging targets was crucial to this success both in terms of fundraising and overall digital audience growth measures.
Seizing social moments for rapid response
Grabbing hold of a moment online can create a campaign’s best fundraising day or encourage more traction than usual. As the Content Director, Sara constantly kept a lookout for relevant moments to deploy a clapback or take advantage of an opportunity to fundraise.
Designing fun merch
It always helps if it’s cute. Even better if it makes people feel proud to identify on a tee, tote, mug, etc. that they’re a supporter.
Sample print designs
Sample buswrap design
Sample policy overview design
Sample persuasion infographic design (part 1)
Sample persuasion infographic design (part 2)
Sample persuasion infographic design (part 3)