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Brand Strategy

Role: Strategist

Southland Investigative Reporting Cooperative

Role: Strategist

Working alongside three journalism fellows, I engaged in a three month sprint to create a comprehensive business model and social media plan for our client, Carole Sharwarko, and her brainchild: the Southland Investigative Reporting Cooperative (SIRC).

So what is SIRC, anyways?:

The idea to create the Southland Investigative Reporting Cooperative was born from a desire to bridge the gap between small local newspapers, which lack the capacity for investigative journalism, and major metro media outlets, which oftentimes "parachute in" to cover only the most salacious stories. SIRC serves readers on a hyper-local level as a vigilant and tireless source of investigative news. SIRC was established with a nonprofit model as a means to avoid a funding system that relies on advertising and the outside pressures it sometimes instigates.

What did I do, personally?:

My individual contributions to the project consisted of ideating and proposing a multi-platform social media plan and timeline for our client to refer to in the early stages of SIRC's development and beyond.

Click the photo below to view our final presentation, including our research, methods, findings and takeaways from the project.

Only People Media

As part of a three-day content development project at UC Berkeley, my group of six was tasked with creating a high-level social media and communication strategy for Only People Media, an advertising agency for people doing social good. 

Here's the problem they presented us with:


"Because we’ve been bootstrapping [Only People] for over a decade—all of our time and energy has gone into helping our clients tell their story. We have never had the time, space, energy or resources to focus on our own story. Until now."

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©2020 by Tatum Pugh.