Maggie Lawrence

Lead Planner, Media Department

Maggie leads our paid media practice, which focuses on efficiently delivering exposure for our clients, campaigns and websites online, in the media and IRL. Maggie started her career in the nonprofit sector, learning just how far a dollar can be stretched, and then spent time working on earned media, before diving into the paid media world. 

 

Maggie and her team have put together paid media efforts big and small, working with both eight-digit budgets and four-digit budgets, focused locally and globally, reaching audiences completely digital or with mix of media. Her clients have included Oral Health America, the International Rhino Foundation, the Horizon Foundation, the Federal Voting Assistance Program (FVAP), No Kid Hungry, the Arcora Foundation, and the John D. and Catherine T. MacArthur Foundation. 

 

When leading paid media campaigns, Maggie continually adds value, finding cost-efficient optimizations, adapting strategies to audience needs and channel context, and remaining transparent about instances where changing a client’s historical practices would better serve target audiences. Working on FVAP’s international media campaign to encourage and enable military personnel and overseas citizens to vote no matter where they are, Maggie helped revamp their strategy — which unintentionally highlighted the barriers to voting abroad — so that messaging instead incorporated behavioral determinants such as efficacy ("you can vote from anywhere") and social norms ("Americans vote wherever they are"). That media buy garnered more than 85 million impressions in nine months and, more importantly, thousands of conversions on the government's website. 

 

After graduating from the University of Florida with bachelor's degrees in English and journalism, Maggie earned a master's degree in Integrated Marketing Communication from Florida State University. Formerly a manager for the League of Women Voters of Florida, Maggie is well-versed in Florida state politics and public affairs issues, as well as voting rights issues and voter service initiatives. She maintains her involvement with the organization as a board director for the League of Women Voters of Florida.