Poetry Matters Project 25th Anniversary

Poetry Matters Project celebrated their 25th anniversary in April 2025. They are one of the many literary cornerstones in the CSRA. Known for their famous short film "Black People Don't Tango", Lucinda J Clark wanted to celebrate the occasion with campaign that would raise awareness of their impact throughout the community. The campaign would culminate into a community event called Sonetos y Sacadas where community members could spend the day learning about Tango and hearing live poetry.

I created a narrative-driven digital campaign honoring the organization’s legacy while generating anticipation for the Sonetos y Sacadas Tango Event. Through community storytelling and a unified visual language, the campaign elevated awareness, deepened engagement, and encouraged attendance.

Logistics

Sites: Visit PMP

My Role: Lead Designer & Creative Strategist & Team of 1

Project Type: Campaign Strategy, Social Media, Visual Storytelling, Event Promotion

My Duties Included: Campaign strategy, visual identity, photography, videography, graphic design, social media planning, content creation, and performance analysis

Target Audience: Poetry and creative community members, Alumni and past Poetry Matters participants, Educators, cultural supporters, and local arts advocates

Project Completion Time: 2 months

Tools:

Canva

Davinci Resolve Studio

Adobe Illustrator

Adobe Photoshop

Adobe Indesign

Coolor app

My Strategy

The campaign followed a three-phase rollout designed to build narrative depth and sustained engagement.

1. Planning & Content Creation

Developed campaign messaging and anniversary branding
Built a detailed social media content calendar
Created visual assets and templates for consistency
Identified stories and themes tied to poetry, legacy, and performance

2. Storytelling & Engagement

Launched recurring content pillars:
- Did You Know? — historical milestones
- Where Are They Now? — alumni and participant spotlights
- Voices That Matter — community storytelling
Published photo, video, and carousel content optimized per platform
Encouraged audience interaction and community sharing

3. Event Promotion & Amplification

Shifted campaign focus toward Sonetos y Sacadas Tango Event
Released countdown and promotional content
Highlighted the intersection of poetry, movement, and cultural expression
Captured and shared event-related visuals to extend reach

The Key Deliverables

Campaign strategy and messaging framework
Social media content calendar
Photography and short-form video content
Social media graphics and branded templates
Event promotional assets
Campaign analytics and performance report

Results

Organic Social Growth (No Paid Advertising):

Facebook

Reach: +448.3%
Content interactions: +380%
Video watch time: +29.1%
Total organic views: 405

Instagram

Views: 1.3K
Reach: +770.1%
Content interactions: +1,500%

Key Insights

Photo posts performed strongest on Facebook
Static and carousel posts outperformed Stories on Instagram
Consistent visual branding and storytelling drove sustained engagement
Community-focused narratives increased interaction without ad spend