Narrative & Content Strategy
Convention Theme Rollout
Objective
ALPFA’s National Convention themes needed to create emotional buy-in across highly diverse internal and external audiences C-suite leaders, individual contributors, chapter leaders, and members—while remaining aligned with ALPFA’s long-term 2030 vision and national brand.
Strategy
I approached each Convention theme as a narrative system. The goal was to create shared language that could be consistently used across leadership communications, chapter activations, and member-facing content, while still allowing for local interpretation and creative expression.
Insight
A convention theme cannot be abstract. For it to work at scale, it must be a true reflection of the brand and flexible enough to live across formats—from a social caption to an on-site installation, a workshop title, or a long-form article. Most importantly, every audience segment needs to see themselves in the theme, regardless of career stage or role. If people can’t say it easily, embody it, and adapt it, it will not stick.
Results
I led the development and rollout of a Convention theme system that reduced confusion across national teams and chapters by establishing clear, shared language from the outset. By grounding each theme in the organization’s long-term vision and brand, I enabled faster, more consistent adoption across both national and local touchpoints. Chapter leaders were equipped to confidently activate the theme within their own communities, while internal teams aligned more quickly around messaging and purpose. Over time, this approach strengthened brand cohesion, increased engagement with Convention content, and reinforced alignment between annual themes and ALPFA’s long-term organizational direction.
Key deliverables I developed included:
A core narrative explainer defining the theme’s meaning, purpose, and connection to ALPFA’s organizational vision
A comprehensive messaging framework outlining tone, voice, audience considerations, a unifying one-liner, and key message types
Internal alignment documents for national staff and executive leadership
Chapter-facing messaging guidance designed to support local activation and external engagement
Presentation decks and training videos focused on how to communicate both the Convention theme and the broader ALPFA brand
Ongoing editorial guidance to ensure consistency across digital channels, on-site experiences, and programmatic content
