Extra Extra, Read All About My Latest Project

websitecopywritingcommunications strategy

May 28

A former colleague connected with me to help a local group tell the story behind a much-needed rural housing project and build momentum toward its fundraising goals, and the project hit the newspaper! Read the story here.

This project is unique because the communication strategy needs to support multiple audiences at once, each with different motivations, concerns, and emotional connections to the project.

We’re speaking to potential donors who want to invest in the long-term sustainability and future of the community. We’re speaking to the 55+ demographic who are beginning to think about right-sizing, lifestyle, independence, and future care options. We’re also speaking to adult children and younger families who are navigating conversations around ageing parents, healthcare access, and the importance of maintaining strong local infrastructure in rural communities.

Because of that, this project requires more than traditional marketing. It requires a clear, cohesive communication strategy that keeps messaging aligned across every touchpoint while tailoring the story to each audience.

My role within the project has been to help build that structure and consistency across all communications and marketing materials. This includes:

Development of a brand voice guide
Website strategy, messaging, and copy development
Resident-facing brochures and floorplan handouts
Donor materials and sponsorship packages
Community presentation decks and information packages
Event and town hall communication scripts
Messaging pillars to guide awareness, fundraising, and sales conversations
FAQ development and educational materials
Marketing and communications planning to support long-term momentum

My job is to ensure the project feels clear, credible, community-focused, and emotionally resonant, whether someone is considering living there, supporting the fundraising efforts, or advocating for the future of rural healthcare and housing infrastructure. It doesn’t hurt that I get to go back to my home builder days at Homes by Avi and review floorplans, look at beautiful renders and tell compelling stories about these homes.