Food2Feed/Soul of the Holidays


Client: Food2Feed/WHUR-FM
Assignment: Experential Outreach Program

Overview: The feel good nature of “Soul of the Holidays” extends beyond the aural and aesthetic gratification, as all proceeds from the sale of the Soul of the Holidays, direct to DVD/CD holiday music compilation benefit nonprofit organization, “Food2Feed” ( Food2Feed’s mission is to help feed needy Washington, DC area families during the holiday season. It is estimated that 1 out of 9, Washington, DC metro area families are at risk of or living with hunger. This CD/DVD compilation features performances by acclaimed music artists such as Angie Stone, Joe, Maysa, Phil Perry and Brian Culbertson, among others; is an unequaled holiday music experience. Added DVD bonus features: On-camera testimonials from performers reflecting on their “most memorable” holiday moments and “behind the scenes” rehearsal performances and photo gallery.

Primary Duties: Executive in Charge of Production, Outreach Campaign and Project Manager and Social Media Strategist and Publicist. Conceived, wrote, produced all radio (national/local), short and long form TV/viral promotional spots, and collateral materials for fullfillment purposes as well as all aspects of DVD production shot in HD (1080i).

Oversaw creative and wrote multi-platform content including product packaging, collateral materials, and interactive. Generated national, international, and local PR/media placement (,, FOX Morning News, Jazziz, as well as devised and implemented social media marketing strategy via Web 2.0 tools (RSS Feed, Wiki) and Facebook,Twitter to promote and generate project buzz. Secured national product placement on major stations such as Sirius Satellite Radio.

Outcomes: This project gave breath, life and soul to nonprofit, “Food2Feed”. Within a few weeks after the campaign launch “Soul of the Holidays” ranked as one of CD BABY’s top sellers in December 2009.