DIGITAL STRATEGY
A list of problems and their solutions.
IMPROVING PUBLIC SAFETY
In 2016 more than 2,000 people chose not to wait for a train, and about 265 paid the ultimate price – their lives. I designed a digital public safety campaign targeting parents, teachers and teens living in high-risk locations.
HIRING THOUSANDS IN RURAL NEBRASKA
In 2017, after years of layoffs and furloughs in North Platte, Nebraska, Union Pacific's recruiting team was tasked with hiring thousands of new train crew employees in the region. The population was small, and the company's reputation wasn't stellar. I put together a digital campaign to increase job applicants.
SWAYING ORGANIZED LABOR UNIONS
Union Pacific offers an Auxiliary Work and Training Status (AWTS) program to its union-affiliated employees. AWTS protects train crew employees while they're furloughed by guaranteeing eight work or training days per month, full health care benefits, service month accumulation to Railroad Retirement and a faster return to service. Unfortunately only 75% of train employees were covered by the agreement in 2018 because several unions had voted against the program. I developed a digital campaign for Union Pacific's Labor Relations department that encouraged employees to speak to their union leadership about the program.