Jon Dale Shadel — Writer, Editor and Producer
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Producing Multimedia Content for TravelOregon.com

editor, producer, strategist
"Congratulations! You have made it to Oregon!"

"Congratulations! You have made it to Oregon!"

It’s easy to get lost in Oregon: Thousands of miles of blacktop crisscross the state’s seven regions, from the sage-brush plains of the high desert through temperate rainforests all the way up to snowcapped peaks. TravelOregon.com makes sure you don’t take a wrong turn — unless you want to.

I’ve worked with Travel Oregon’s in-house team on editorial strategy since 2015, when MEDIAmerica Publishing first commissioned me to tell surprising, inspiring and inclusive stories about the Beaver State. I devise cross-platform plans for the website (which attracts more than nine million views a year), email newsletters and social media (together reaching some one million fans). And I also work in tandem with Wieden+Kennedy to create digital content to support various interactive projects.

Here’s a rundown of some of this work in content strategy, digital media development, video production and more. (For the sake of transparency, please be aware that I have never been an employee of Travel Oregon.)

Editorial strategy

Editorial strategy

There is no single “Oregon story,” but instead a myriad of divergent voices, narratives and histories. I collaborate with Travel Oregon’s internal team to define a compelling editorial voice that celebrates these varied experiences. Of course, the key objective is to both inspire and inform. And to that end, I work to publish stories that engage on social media, rank high in search results, demand clicks in email newsletters, and most importantly, explore the diverse peoples and places of Oregon on a deeper level.

Multimedia Content

Multimedia Content

Of course, words and pictures can’t fully capture the experience of actually traveling in Oregon. But multimedia editorial can highlight the ingredients of an ideal trip and lure curious adventurers. I devise and execute a wide range of multimedia projects — video series designed for social media, long-form feature stories for the website, quarterly edit plan development, copywriting for a range of channels and more.

write, edit and produce

I don’t merely wear fabulous hats. I am, figuratively, a milliner — I oversee projects from setting a vision and devising a plan through to tweaking copy in Wordpress and A/B-testing headlines. As a seasoned editor, I shift seamlessly from big-picture content strategies and editorial plans down to the nitty-gritty of  copyediting and digital layout. A well-traveled reporter, I have a keen nose for sniffing out intriguing stories. And as a road-tested video producer, I can recall a few shoots when I’ve ran the interview and held the boompole simultaneously.  

Digital trends

Digital trends

A life-long nerd and daily reader of Nieman Lab, I work on award-winning editorial by staying ahead of the curve in both medium and topic — from short-form social media documentaries and long-form e-newsletters to sustainable travel messaging and rural car-free itineraries. As a genderqueer journalist, I have made recruiting an inclusive team of freelance writers and visual storytellers one of my top priorities.