Project Title: Silver Spoon Desserts: Celebrating Supplier Diversity at American Airlines

Objective: To highlight American Airlines’ commitment to supporting small businesses through the inspiring story of Tamara Turner, a single mother who turned her passion for baking into Silver Spoon Desserts. The storytelling effort showcased the impact of American’s supplier diversity program and the meaningful partnerships it fosters with entrepreneurs like Tamara.

My Role:

• Story Development: Crafted a compelling narrative arc that emphasized Tamara’s entrepreneurial journey and her business’s connection with American Airlines.

• Production Oversight: Managed the storytelling process from concept to final delivery, ensuring the content was both engaging and aligned with American Airlines’ brand values.

• Media Coordination: Strategically positioned the story to gain national recognition, leveraging media partnerships to amplify the impact and showcase American’s supplier diversity efforts.

Challenges & Considerations:

• Ensuring Authenticity: Captured Tamara’s story in an honest, heartfelt way, ensuring it reflected her entrepreneurial resilience and the importance of supplier diversity.

• Maximizing Reach & Appeal: Designed the storytelling approach to resonate across diverse audiences, including internal team members, customers, and national media outlets.

Outcome & Impact:

• National Recognition – The story gained significant media coverage, reinforcing American Airlines’ role in empowering diverse entrepreneurs and fostering supplier diversity.

• Brand Alignment – Highlighted American Airlines’ commitment to championing small businesses and creating meaningful opportunities for underrepresented entrepreneurs.

• Inspiring Storytelling – Delivered a compelling, human-centered narrative that inspired both internal and external audiences, celebrating resilience, entrepreneurship, and the power of partnership.