For fifteen months, I ran the editorial calendar, design system, and brand identity for TORCH's entire organizational family—seven entities in all—and never let one slip behind another.

This is what range looks like.

The proof:

TORCH serves as the principal advocate for rural and community hospitals across Texas, providing leadership on the issues these facilities, their staff, and their patients face. As Director of Communications/Publisher, I owned communications, social media, and PR for TORCH's full organizational family, which shifted over time but included the Texas Association of Rural Health Clinics (TARHC), the Texas Rural Health Association (TRHA), and the Texas Hospital Home Health Association (THHHA) at the state level, the Northwest Texas Hospital Association regionally, and two non-conference affiliates: the TORCH Foundation, the organization's 501(c)3 philanthropic arm, and TMSI (TORCH Management Services, Inc.), its hospital consulting subsidiary. Seven organizations, seven audiences, one person handling editorial and design for all of them at the same time.

Rural Matters was my creation, built for an audience of rural hospital administrators, legislators, county judges, and other rural health stakeholders across the state. I launched it with a spring 2012 issue on the Texas Medicaid waiver and kept it running on an actual quarterly cycle through the next year: a summer issue on the Critical Access Hospital program, a fall issue on health care IT, and a winter 2013 issue keeping rural health on the legislative radar. TORCH's 2023 media kit still describes the magazine running on the editorial framework I set up—now an annual issue, 20-to-30 pages, anchored by Spring Conference coverage and the Gordon Russell Merit Award—distributed to over 700 readers, including Texas legislators. The visual design has since been refreshed, but the structure underneath it is still mine, more than a decade on.

Conference season alone stacked five separate events across five cities in a matter of months—registration and exhibitor materials for TORCH, TARHC, TRHA, and THHHA, plus a program book for the Northwest Texas Hospital Association's annual convention—each with its own visual identity, which I designed and produced in parallel. The pace carried into 2013, when I produced that year's TORCH conference materials and built the launch collateral for the inaugural Texas Rural Health Advocacy Days at the Capitol.

Outside of print, I was the organization's primary media contact and developed communications for both internal and external audiences, including policymakers and the press. I supported marketing and promotion of TORCH and its affiliates' products and services across both print and electronic channels; managed the organizations' websites and social media; and oversaw the implementation of brand parameters across all seven, making sure everything produced stayed consistent with each one's image, even though none of them shared a design language to begin with.

The advertising and sponsorship program ran on a media kit I wrote myself—rate cards, ad specs, and sales copy covering three platforms: the Rural Matters print magazine, the TORCH Weekly e-newsletter, and the TORCH website. TORCH's 2023 edition still runs on the structure and copy I built, after a visual refresh, reaching more than 2,000 e-newsletter subscribers at a 35% average open rate and a website drawing 2,500+ visits a month.

Key results:
Seven organizations · Seven distinct brand identities · Five Rural Matters issues · 700+ readers including Texas legislators · Still running 11 years later