Hello,
The Nature Conservancy Global Protect Team.
Hello, The Nature Conservancy Global Protect team!
My name is Erin and I currently lead research communications for the University of Maine.
I have worked for more than 14 years as a member and leader of creative teams. This experience honed my ability to align content strategy with growth goals and lead projects in large, matrixed organizations. I specialize in translating complex initiatives and global work into multichannel content.
My background includes experience in conservation, science and environmental communications across federal and state agencies, nonprofit organizations and academic research.
Let’s take a look at some examples of my work.
Development campaign
Amid growing uncertainty around graduate student funding, I developed a campaign to raise emergency financial support.
I created a case statement for gift officers to use with prospects and led a segmented outreach strategy to Graduate School alumni. High-value donors received a series of printed postcards followed by emails, reinforcing the narrative and call to action. The digital content was sent to a broader audience. I also developed a presentation and talking points for the Vice President of Research to support prospect meetings.
In its first year, the campaign raised more than $250,000, funding emergency awards of up to $10,000 and helping more than two dozen students continue their research and complete their degrees.
Development campaign
Amid growing uncertainty around graduate student funding, I developed a campaign to raise emergency financial support.
I created a case statement for gift officers to use with prospects and led a segmented outreach strategy to Graduate School alumni. High-value donors received a series of printed postcards followed by emails, reinforcing the narrative and call to action. The digital content was sent to a broader audience. I also developed a presentation and talking points for the Vice President of Research to support prospect meetings.
In its first year, the campaign raised more than $250,000, funding emergency awards of up to $10,000 and helping more than two dozen students continue their research and complete their degrees.
Writing for impact
I wrote this story about Maine Big Night, a community science project founded by a UMaine student. Volunteers help amphibians safely migrate across roads and gather data to inform conservation strategies.
Rather than focusing on research findings and student accolades, as past coverage had, I framed the piece around public engagement. This approach did more than raise awareness, it strengthened engagement with conservation and the university’s research. Maine Big Night volunteers saved more than 9,000 amphibians that year!
Writing for impact
I wrote this story about Maine Big Night, a community science project founded by a UMaine student. Volunteers help amphibians safely migrate across roads and gather data to inform conservation strategies.
Rather than focusing on research findings and student accolades, as past coverage had, I framed the piece around public engagement. This approach did more than raise awareness, it strengthened engagement with conservation and the university’s research. Maine Big Night volunteers saved more than 9,000 amphibians that year!
Multichannel storytelling
I conceptualized and assigned a story anchored in a peer-reviewed paper, shaping the angle to spotlight both the lead researcher, who is an alum, and the study’s findings. The story was picked up by New England news outlets, generating direct engagement that included calls from sport fishermen over 300 miles away.
I also directed reporting and the creation of a short-form video to amplify the story’s reach on social media. This Instagram reel generated 11,661 views, 11 saves and 73 shares.
Positioning a value proposition
When I was tasked with reporting on enrollment metrics, I considered a concern I have often heard from key stakeholders — that some graduates leave Maine, diminishing the return on public investment to the university.
Rather than focusing on numbers, I framed the story around five students and their experiences to show how doctoral education impacts communities across Maine.
This approach also helped me make targeted pitches to reporters who typically do not cover higher education.
Positioning a value proposition
When I was tasked with reporting on enrollment metrics, I considered a concern I have often heard from key stakeholders — that some graduates leave Maine, diminishing the return on public investment to the university.
Rather than focusing on numbers, I framed the story around five students and their experiences to show how doctoral education impacts communities across Maine.
This approach also helped me make targeted pitches to reporters who typically do not cover higher education.
Reconceptualized annual report
The audience for this publication is university and agency leaders, research partners, donors and policymakers — they’re busy people.
Previously, the publication was a 48-page magazine that repackaged stories from the past year. Many exceeded 1,000 words and format requiring sustained reading to grasp the university’s research impact.
For the 2024 report, I halved the length and shifted to a digest format. I organized the content around focused narratives on key research strengths, helping readers to grasp insights at a glance and explore more online. Two-page spreads paired a positioning statement with four to six concise briefs demonstrating impact in each area.
Thank you for exploring these examples of my work!
I appreciate your interest and would love talk more with you about how I can help inspire people to protect and sustainably manage our ocean, land and fresh water.
