Overview
SparkWheel is a multi-state nonprofit serving more than 30,000 students annually across Kansas, Missouri, Oklahoma, and Iowa. As Vice President of Marketing & Communications, I led all agency-wide marketing, brand, and communications strategy—supporting program growth, fundraising, thought leadership, and organizational alignment in a regulated, highly collaborative environment.
The Challenge
SparkWheel was experiencing rapid growth across multiple states, programs, and audiences. The organization needed:
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A clear, cohesive brand that could scale while setting them apart from competitors
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Consistent messaging across platforms, fundraising, and leadership
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Digital platforms that better reflected the impact and outcomes, while utilizing staff time as efficiently as possible
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Communications that balanced compliance with authenticity and human connection
My Role & Approach
As the Vice President for Marketing & Communications, I oversaw:
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Agency-wide brand strategy, digital communications, and public relations
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A full organizational rebrand in partnership with an external agency
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Social media and digital growth strategies informed by analytics and performance data
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Media relations, crisis communications, and executive visibility
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Annual reports, impact storytelling, donor collateral, and multimedia content
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Website content strategy and ongoing optimization
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Google Ad Grant management and ROI analysis
I worked closely with executive leadership, program teams, development staff, and external partners to ensure messaging was aligned, compliant, and measurable - without losing the heart of the mission.
The Work
Key initiatives included:
Full Rebrand (2022-2023)
Led internal strategy, content direction, and cross-team alignment during a major brand transformation.
Website Strategy
Served as lead content editor and digital strategist, translating complex student support programs into clear, compelling narratives.
Social Media Growth
Built a data-driven content and advertising strategy to increase engagement and reach across platforms.
Impact Storytelling
Directed annual reports, videos, podcasts, and donor communications that centered student outcomes and lived experience.
Leadership Communications
Served as the organization's primary spokesperson and crisis communications lead.
Click on Each Item to Download, Expand, Watch, or Listen
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Brochure
Available in both English and Spanish.
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Brand Guidelines
Includes messaging, logo usage, colors and typography, and design assets.
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Culture Book
A detailed piece of collateral appropriate as a first touch for potential donors and partners.
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FY 2023 Annual Report
A full-color, magazine-style report of the organization's impact throughout the fiscal year.
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FY 2024 Annual Report
A full-color, magazine-style report of the organization's impact throughout the fiscal year.
Logo Creation
Designed logo and all collateral for FutureNow: Finance program.
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Anthem Video
A two-minute video featuring SparkWheel staff and students.
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Podcast
"Letters from the Lunchroom" was created in 2018 and ran for seven seasons.
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Marketing Presentation
Presented to the SparkWheel Board of Directors after the first year of the rebrand.
The Results
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2024 Gold Philly Award - Best Nonprofit Website
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Strong brand clarity across four states and multiple audiences
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Improved alignment between programs, fundraising, and leadership messaging
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Elevated public profile through media coverage and thought leadership
+516%
Facebook Engagement Rate
+598%
Instagram Reach
+50%
Website Visitors
+40%
Newsletter Open Rate
Tools & Skills Applied
Brand Strategy
Digital Communications
Social Media Analytics
Media Relations
Team Leadership
Vendor Management
Google Ad Grants
Website Content Strategy
Graphic Design