Sarah Dale | Communications Consultant, Social Media Manager, & Digital Storyteller
Account Advisor, Jan 2021 to April 2023
As an account advisor at SIR, I helped purpose-driven organizations communicate more clearly, strategically, and effectively. I supported projects from discovery through implementation - collaborating with researchers, creatives, and client teams to translate audience insights into meaningful messaging, brand platforms, and outreach strategies.
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My role spanned qualitative research support, campaign development, creative briefing, stakeholder engagement, content writing, and public-facing communications. Working across sectors like tourism, economic development, higher education, and public health, I developed a flexible, insight-first approach rooted in empathy, clarity, and strategic alignment.
HIRE Charlotte – Workforce Development Strategy
Supported the development of HIRE Charlotte, a regional initiative aimed at creating a more connected workforce pipeline across Mecklenburg County. As part of a collaborative consulting team, I assisted with the coordination of breakout sessions involving C-suite executives, regional employers, and civic leaders - gathering insights on how to better align credentialing pathways with employer needs and job seeker access.
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I conducted both primary and secondary research to inform the initiative’s strategic direction. This included stakeholder interviews, analysis of workforce data, and a comprehensive review of existing reports and planning documents relevant to the region’s economic development and talent pipeline.
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I produced all final written deliverables — including executive summaries, workforce ecosystem maps, and public-facing reports — designed to clearly articulate the initiative’s findings and long-term vision. These reports are publicly available and continue to support stakeholder alignment and decision-making. I also developed the HIRE Charlotte website, providing a central platform for sharing initiative updates, resources, and messaging.
Virginia Tourism Corporation – Brand Strategy & Research (DRIVE 2.0)
Contributed to the statewide DRIVE 2.0 initiative, a strategic planning effort led by the Virginia Tourism Corporation to help localities strengthen tourism assets, align stakeholders, and build long-term economic impact. As part of the SIR consulting team, I supported qualitative and quantitative research efforts designed to assess brand perceptions, identify opportunities, and inform regional strategy.
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I helped synthesize findings into actionable insights and supported the development of a statewide brand platform to guide local destination marketing efforts. Our work contributed to the public-facing toolkit and long-term planning resources now housed on DRIVE 2.0’s platform, which continues to inform tourism marketing and alignment efforts across Virginia.
Travel Oregon – Destination Ready Assessment & Strategic Planning
Partnered with Travel Oregon to support its Destination Ready Assessment, a statewide initiative designed to identify priority needs for outdoor recreation and business district development in response to the economic impacts of COVID-19. This work played a critical role in Oregon’s tourism recovery efforts and long-term destination development strategy.
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As part of the SIR team, I contributed to the design, implementation, and analysis of a multi-phase community engagement process. We launched the initiative with a statewide informational webinar and facilitated a digital assessment tool that gathered data on visitor experience, destination infrastructure, and local assets — including the impact of COVID-19, social unrest, and natural disasters on tourism activity.
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I helped analyze both qualitative and quantitative responses to produce individualized summary reports for participating communities. These insights informed one-on-one sessions with local destination leaders, helping to clarify needs around product development, infrastructure investments, and stewardship opportunities.
This initiative leveraged a hub-and-spoke model and extensive stakeholder collaboration to support economic recovery, strategic planning, and tourism resilience across the Pacific Northwest.
Chesterfield County – Route 1 Corridor Transit Market Research Study
Supported Chesterfield County in understanding transit usage patterns, barriers, and community needs along the Route 1 Corridor to guide future transportation planning and infrastructure investment. This market research study was part of a broader effort to create more equitable, accessible, and responsive public transit solutions for residents in one of the county’s most economically and demographically diverse areas.
Working with SIR, I contributed to both the research design and analysis process, focusing on community engagement and voice. Our team conducted surveys, stakeholder interviews, and on-site intercepts to gather a full picture of transit behaviors and perceptions among current riders, potential riders, and community members along the corridor.
I helped synthesize the research into a final report that highlighted key findings and included actionable recommendations tailored to Chesterfield’s planning and transit departments. The insights provided by this study directly informed conversations around infrastructure development, service improvements, and future community outreach strategies — ensuring that resident needs remained central to decision-making.