Texas AFT
I’m proud to work for Texas AFT, a public education union with over 66,000 members that work tirelessly, along with staff, to improve working and learning conditions in our state. I was hired in October 2021 as a Digital Organizer and now serve as Public Relations Specialist. I have applied my marketing, design, and video editing principles and knowledge towards the worthwhile goal of building educator power in the state of Texas.
Digital ads and all-in-one video production.
The focus of my work at Texas AFT has been on our Meta ads strategy, with the goals of recruiting new members and action-takers, and spreading our pro-public education message.
It’s not as simple as boosting a few Facebook posts and hoping for the best - we want to make responsible use of our members’ dues dollars and equip our campaigns with the best methods we know for geographic and list-based targeting, as well as the best messages determined through A/B testing.
Along the way, I have had the honor to translate our members’ stories and wins into compelling graphic and video content. I put more than a decade of editing and production experience to work towards high-ROI recruitment videos, getting us high-quality leads at a low cost.
Shatynna, Jenny, and Joe are Texas AFT members who raised their hands and volunteered to help us out with their video testimony on why they’re members and the importance of joining a union (preferably our union).
Behind every 1-2 minute completed video is 20-40 minutes of raw footage. It’s up to me make sure the right questions are asked to get the answers and clips we need.
These educators want to share their story, but speaking from the heart can be challenging. I work with interviewees ahead of time so they know what to expect. During production, I’m there to coach them through any jitters or worries.
I’m proficient with your typical consumer-grade point-and-shoot camera, as well as smartphones, and I edit using Adobe Premiere and Adobe Audition.