Project Introduction
For a public works agency, social media is more than a marketing channel. It is part of how residents receive service information, prepare for seasonal operations, understand agency programs and respond to changing conditions across the city.
I manage DPW’s social media and digital engagement strategy, translating a wide range of services and operational information into content that is clear, timely, visually consistent and useful to DC residents.
The work includes everyday service reminders, public education campaigns, emergency communications, seasonal operations, workforce stories, community engagement, graphic design, video production and performance analysis.
the challenge
DPW’s responsibilities touch nearly every part of daily life in the District, including trash and recycling collection, parking enforcement, street sweeping, leaf collection, snow response, waste diversion and public space maintenance.
Each service has its own schedule, policies, audience needs and operational changes. The communications challenge is making that information understandable without oversimplifying it, while also responding quickly when conditions change.
Content must balance accuracy, speed, accessibility and visual impact. A routine service reminder, a citywide snow operation and a long-term public education campaign all require different approaches while still feeling like part of one recognizable agency voice.
the Strategy
This ongoing portfolio includes focused campaigns and communications supporting:
• Snow and emergency operations • Trash, recycling and food waste collection • Leaf collection and street sweeping • Parking enforcement and vehicle operations • Zero Waste programs and public education • Employee and community storytelling • Special events, service changes and resident reminders • Several of these initiatives can be explored as individual case studies highlighting their specific strategy, creative direction, execution and results.
our solution
I developed and supported social content that translated city services, operational updates, public reminders, and campaign messages into clear, engaging digital communications. The work required balancing accuracy, accessibility, speed, and visual consistency while creating content that could perform across everyday posts, seasonal campaigns, and high-priority service updates.
Design and Execution
I oversee the work from initial message through publication and performance review.
I develop social media strategies and editorial calendars, translating operational information into clear, resident-focused copy, graphics and short-form video. I coordinate with operational teams and subject-matter experts to publish routine and time-sensitive updates, maintain a consistent agency voice and visual direction, and use audience response and platform analytics to refine content, timing and messaging.
Because I manage both the communications strategy and creative execution, I can move quickly from raw operational information to a finished piece of public-facing content.
The approach was designed to support both planned campaigns and real-time communications.
Reusable visual systems and content formats made it possible to publish routine information more efficiently while preserving creative flexibility for larger initiatives. This allowed DPW to maintain consistency across service updates, seasonal programs, public campaigns and emergency response communications without making every message look or sound the same.
The result is a social presence that can shift from practical instruction to community storytelling, campaign promotion or live operational updates while maintaining a clear and recognizable identity.
the result
The strategy produced significant measurable growth in 2022:
• 2.5 million impressions
• 115% increase in impressions
• 940% increase in engagements
• More than 2,000 new organic followers
Beyond platform growth, the work created a stronger digital communications framework for explaining city services, supporting major operations and connecting residents with useful public information.
It demonstrated that government social media can be accurate and operationally useful while still being creative, engaging and responsive to the community.
