LAUNCHING__A DIGITAL PRESENCE
During my time as Communications Manager with the Center for China Analysis (CCA), a think tank housed within the Asia Society Policy Institute, I autonomously led the creation and production of all content for the organization across several platforms. In my three months with CCA, I:• Launched a LinkedIn account that organically amassed ~4,000 followers and over 600,000 impressions in two months;
• Developed a Substack website and newsletter architecture that more than doubled the existing audience (from 2,200 subscribers to 4,900 subscribers) in three months;
• Created social and visual assets for the inaugural Washington China Dialogues, where I also coordinated and conducted two dozen interviews with business leaders, policymakers, and geopolitical experts, for dissemination internally and externally.
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SAMPLE CONTENT__LINKEDIN INTRO
In addition to strategically leveraging CCA's network of fellows and researchers using tailored media toolkits, the early stages of the comprehensive LinkedIn growth plan I created included a series of "about the Center for China Analysis" carousels and explainer graphics. Below are two examples: a general "about CCA" launch carousel (used as a "Feature Post" for new visitors to the page) and a carousel introducing some of the most popular online tools and databases authored by CCA.
SAMPLE CONTENT__DIGITAL TOOLS CAROUSEL
LAUNCH VIDEO__
WHAT IS THE CENTER FOR CHINA ANALYSIS?
Over the period of roughly three weeks, I managed the end-to-end production of an intro video for the Center for China Analysis. From initial storyboarding to scripting to production, I worked with Asia Society's video team to lead the creation of this reel, which now serves as the boilerplate organization video on social platforms.
SUBSTACK__
In addition to creating and implementing a cross-platform promotional strategy to drive more organic traffic to the organization's Substack page, I designed the full website's architecture to segment newsletters based on topic.
To preview a full page on the Center for China Analysis's Substack, please see below.
Launch of monthly climate newsletter, the "China Energy Brief," which I coordinated, produced, and launched in partnership with the directors of the China Climate Hub as a part of CCA's integrated offerings.
Example of a content page on the Center for China Analysis Substack following the strategic updates I made to the website's architecture and newsletter segmentation.
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FROM INFLUENCE__TO IMPACT
As with many external communications roles in the policy world, a fundamental part of my job was curating stories of impact for different audiences. During my time with CCA, I developed several grant proposals, internal messaging documents, external impact reports, and more—all by converting stats to stories. Below are several pages from a short-form impact report, which I wrote and stylized for public-facing audiences and distribution at events.
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SAMPLE CONTENT__MEET THE EXPERTS
Ahead of CCA's digital platform launch, I created toolkits for the Center's network of fellows with easy repost language, optional graphics, and more.
Part of that toolkit was inviting contributions for a "Meet the Experts" series, which simultaneously served to introduce the fellows to new audiences and introduce CCA to the fellows' audiences.
For DC-based fellows, I filmed and edited video versions (see below for an example featuring Lizzi C. Lee). For others, I coordinated their contributions remotely and put together a series of carousels like this one.
ADDITIONAL CONTENT__EXAMPLES
"Meet the Experts" spotlight, featuring Lizzi C. Lee—the first of many that I filmed and edited for a wider push of experimenting with short videos on the Center for China Analysis and Asia Society Policy Institute accounts.
The core pillars of the Center for China Analysis, woven into every messaging stream.
