The Jury Selection: Christina Crawley

Christina Crawley

Managing Director of Marketing, Forum One

Christina Crawley is the Managing Director of Marketing at Forum One, a digital agency that works exclusively with mission-driven organizations like March of Dimes, the Natural Resources Defense Council, and the Bill & Melinda Gates Foundation.She holds a Master’s Degree in French from the University of Waterloo, a dual Bachelor’s degree in English and French from the University of Western Ontario, and an Executive Certificate in Digital Marketing and Analytics from MIT.

Having lived and worked in Canada, Belgium, France, and the US, Crawley brings an international perspective to digital marketing and community-building efforts, with a deep commitment to crafting marketing experiences that create personal connections.

My Selections

Favorite Streaming Content

I enjoyed the latest season of The White Lotus, although I think I may have loved Season 1 the most. Each and every character on Succession is just so awful—it’s amazing! I’ve always loved Isaac Asimov stories, and just loved Season 1 of Foundation.

Best Food Experiences

A 6am sushi breakfast at the old Tsukiji Fish Market in Tokyo, back when the original market was still in full operation. The sushi melted in my mouth and I still dream of it!
While France is not the birthplace of pizza, the French four-cheese pizza—with cheeses like Emmental, Roquefort, Chèvre—is just my absolute favorite!

Best Mobile Apps

Duolingo: so that I can keep up with my daughter’s Spanish
Khan Academy Kids: as my go-to emergency app if we need a calm moment out in public
Shop (Shopify): so that I can excitedly follow exactly when my packages will arrive
Sonos: so that I can put in a mood-matching playlist while I’m pottering around at home.

First 5 steps to follow when rebranding:

All of this should happen before you even start designing.

1. Articulate the why: Be super clear on why you are rebranding, because this guides all that follows.
2. Do an audit & competitive analysis: How are you seen in the industry today? How do you compare to your competition?
3. Define (or redefine) what you stand for: Your mission, your purpose, your values.
4. Build your target personas: With whom do you actually need to resonate?
5. Craft your messaging: Tagline, slogan, elevator pitch, etc.

The 3 Most Important Parts of a Multi-Channel Campaign:

Set a clear goal: Before you even create any content or assets, make sure you are clear about what you’re looking to achieve. Is it to expand brand awareness? Get website visits? Get conversions (and sales)? The clearer you are about what you want from the campaign, the easier it will be to craft the best ways to engage your audiences.
Prioritize the channels that matter: “Everything, Everywhere, All At Once” is a fantastic movie, but not the way you should ever approach your multi-channel campaigns. Prioritize the channels that you know your target audiences are most engaged with and focus on finding success in those places first.
Measure success and optimize over time: Once your campaign has launched, keep a close eye on it. It’s not out of the ordinary for it to perform differently on different channels. Understanding those differences is a great opportunity to either dial up or down on certain channels or make tweaks that ultimately make a huge difference in how people engage.