Get on the Bus: Communications & Web Strategy

Get on the Bus is a national youth transit advocacy program under the Small Change Fund, and I’m the only digital, web, content, and technical contractor on it. No other agency or freelancer covers this scope, so every decision has to work as one strategy, not a pile of disconnected deliverables.

The anchor is communications and web strategy: a single voice and system that everything else extends from. I built the Next Stop: Change microsite from wireframe to deployment as the campaign’s home base, then extended that same strategy into brand (a full guidelines microsite so the team stays consistent without me in the room), social (hero visuals and a reusable advocate video carousel across Instagram, Facebook, and LinkedIn, documented as a runbook the team can run themselves), and monitoring (GotB Social Monitor, a Cloudflare Workers and D1 tool with four-tier keyword scoring that catches mentions the team would otherwise miss, plus a grants tracker and an awards feed). When Halifax needed an emergency campaign, that same strategy is what let me stand up the funnel fast: a landing page, custom advocacy email forms, and an MLA social directory widget, all on the existing brand and web foundation instead of starting over.

The Ride Guide has been downloaded 269 times. The Halifax campaign funnel has sent over 200 advocacy emails to elected officials, and the counter is still climbing.