Social Media & Strategy for National Civic Expedition (Porchlight Project)

Job Title

Movement Strategy & Public Engagement Architect – Porchlight Project

Project Overview

The Porchlight Project is a national civic field study examining how everyday gathering is declining—and where it is quietly being renewed—across the United States. The project will document libraries, cafés, churches, parks, town halls, diners, barbershops, and other “third places” through a cross-country cycling expedition.

This role is not about posting content. It is about designing the public-facing system that turns field research into a participatory civic project.

You will build the strategic blueprint that future communications teams will execute.

Role Objective

Design the complete public-engagement architecture for Porchlight: the narrative structure, platform logic, participation pathways, and partnership framework that transform observation into shared civic experience.

Core Responsibilities

1. Narrative Framework

Develop a storytelling system that includes

• Origin and purpose arc
• Weekly thematic progression
• Emotional pacing across the journey
• Translation logic between field research and public language

2. Platform Architecture

Create strategy documents clarifying the distinct function of:

• Instagram
• TikTok
• YouTube
• X / Threads / LinkedIn
• Email newsletter

3. Daily Content System

Design the cadence — not the execution — for

• Morning departure moments
• On-the-road updates
• Evening reflections
• Weekly research insights
• Monthly milestone moments

4. “Ride With Me” Interview Series Playbook

Design the format — not the filming.

This interview series is the emotional and intellectual backbone of the project. It blends the intimacy of NPR Tiny Desk, the humanity of Hot Ones, and the mobility of Anthony Bourdain — unfolding on bicycles, sidewalks, vans, diners, and front porches.

You will design

A. Format Logic • Pre-ride introductions • Rolling dialogue structure while cycling or driving • Place-based prompts triggered by the environment • Post-ride reflection sequences

C. Segment Taxonomy

• 10-minute ride-along interviews
• 3-minute field-note segments
• 30-second place snapshots
• Weekly long-form conversations

5. Public Participation Framework

Design how the public engages meaningfully

• Ride-along mechanics
• Community challenges
• Civic mapping initiatives
• Calls-to-action that feel authentic, not performative

6. Media & Partnership Architecture

Develop targeting frameworks for

Public Media

• NPR affiliates, public radio, civic podcasts

Academic & Civic Networks

• Universities, libraries, community colleges, civic centers

Community Institutions

• City governments, faith networks, Rotary/Lions/VFW

Aligned Sponsors

• Outdoor & cycling brands
• Publishing / documentary partners
• Civic and public-health foundations

Your task is to define alignment logic, not pitch scripts.

Deliverables

• Movement strategy blueprint
• Platform architecture documents
• Interview series playbook
• Public participation framework
• Media & partnership targeting toolkit