The Challenge
Oklahoma Human Services faced a critical shortage of Direct Support Professionals (DSPs) — essential workers who provide care for seniors, people with disabilities, and children with special needs. The challenge was twofold:
Make it easier for people to find and apply for DSP positions through the state’s digital framework.
Drive awareness and applications statewide through an advertising campaign that could reach both English- and Spanish-speaking audiences.
My Role
As lead content strategist and creative director, I guided the campaign from research to execution. My role included:
Conducting audience research and developing personas.
Shaping the campaign’s brand voice, messaging, and creative direction.
Providing UX/UI guidance for a new DSP recruitment website, including interactive features.
Writing and producing bilingual ad campaigns (English + Spanish).
Directing creative production, including scriptwriting and A/V deliverables.
Presenting insights and recommendations to stakeholders.
Process & Approach
Research + Personas — Conducted mixed-methods research to understand the needs and motivations of potential DSP applicants.
Digital Experience Design — Partnered with designers to improve website usability, simplify applications, and add interactive tools.
Messaging + Content Strategy — Defined voice, tone, and campaign KPIs. Crafted clear, motivating content aligned with audience insights.
Creative Production — Scripted and produced bilingual ads to build awareness and drive applications statewide.
Stakeholder Engagement — Delivered presentations to align Oklahoma Human Services leadership on campaign strategy, direction, and outcomes.
Outcomes
Simplified the DSP application process through improved website design and user experience.
Created an interactive map feature to connect applicants with opportunities statewide.
Increased engagement and reach through targeted bilingual ads.
Improved awareness of DSP careers and their vital role in the community.
Delivered a replicable digital + advertising framework for future workforce recruitment needs.
Deliverables
Audience research + personas
UX/UI recommendations + content design
Interactive map feature
Website content strategy + copywriting
Bilingual ad campaign (English + Spanish)
Scriptwriting + video production
Stakeholder presentations
