National retail federation: THIS IS RETAIL

CAMPAIGN / BRAND VOICE / ORIGINAL CONTENT

Retail is everywhere... and yet we rarely think about it outside the context of a store. Did you know that retail supports 42 million American jobs? Or considered it's critical role in commerce technology and innovation? Probably not—which is why the Nation Retail Federation needed an industry perception campaign specifically targeting Millennials entering the workforce. The multi-platform campaign focused on three key pillars: Careers, Community and Innovation. 

I helped to concept and create the National Retail Federation's This Is Retail campaign, ghost-writing articles and features, and handling content creation for their Instagram account. 

Using personal storytelling to advocate for the industry was central to NRF’s content marketing strategy. We used video to elevate a national conversation about industry jobs, and to showcase the real opportunity of retail careers for students and young professionals. I wrote, developed and produced several series for the organization. Here are a few favorites. 

A year after our initial success with original content and strategy, we hit the road with NRF for a campaign called #RetailAcrossAmerica. Twenty-eight cities, thousands of miles, and forty-six retailers later, we uncovered some of the industry’s most inspiring and powerful retail stories.