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Why Accessibility Matters in Marketing & Communications

Julia Carden

October 30, 2025

Why Accessibility Matters in Marketing & Communications

By Julia Rubin & Julia Carden

At its core, accessibility is about connection. As communicators, designers, and writers, our job is to make ideas resonate. That starts by making them understandable and accessible.

In marketing, we talk a lot about engagement, reach, visibility. But too often, folks forget one of the most powerful ways to expand your audience: making your content accessible. If your strategy doesn’t include accessibility, you’re missing the point — and a whole lot of people.

Here’s how we think about accessibility in our copywriting and social strategy, and why your brand should, too.

How We Write For Everyone

The way we interpret information is shaped by our backgrounds, experiences, and how we process the world. That’s why accessibility is embedded in everything we do at Kate & Co. Our copywriting is intentional—crafted to reach a broad, diverse audience in ways that are inclusive, respectful, and human-centered.

The average reading level in the U.S. is around a 7th- to 8th-grade level. Most adults read at this level, which makes clear, concise writing not just a style choice, but a necessity. But that doesn’t mean sloppy, dull, or simplistic. We write and edit with intention—every word has a purpose. We use strong, widely understood diction to ensure clarity across cultures and communities.

It’s also important to consider where your writing will be read. Is it an annual report? An Instagram caption? A leadership op-ed? At Kate & Co., we don’t copy and paste—we craft original, engaging copy that’s tailored to the platform and the moment.

In a world where people are constantly bombarded with content, clarity and quality matter more than ever. It’s not just about being seen, it’s about being understood. Great writing stands out not because it’s loud, but because it’s well-crafted, intentional, and easy to connect with.

That short caption you just scrolled past? We probably rewrote it seven times. We write, edit, and refine to make sure every line is free of typos, run-ons, and even bias.

Accessible copy is clear and thoughtfully structured. It avoids jargon. It respects attention spans. It’s written with empathy, not assumptions. At Kate & Co., we embed these principles into every stage of our copywriting process, ensuring our messages are thoughtfully crafted to engage audiences across platforms.

Accessible Social Media: Where Inclusion Meets Strategy

Social media platforms may change, algorithms may shift, but one part of digital content strategy remains constant: accessibility. At its core, digital accessibility is about removing barriers so everyone—regardless of ability—can engage with your content. That’s not just good ethics, it’s good communication.

ADA compliance, based on the Americans with Disabilities Act, is essential to building inclusive digital communities for our clients. There are a few small but impactful ways to make sure your content truly works for everyone.

Start with adding alt text: adding clear, concise descriptions to images helps content reach audiences who are visually impaired. If you’re using hashtags, writing in CamelCase (#LikeThis) improves readability by clearly distinguishing each word. It’s a small tweak that helps your message land clearly.

We love a well-placed emoji as much as anyone, but when used excessively, they can make social copy a nightmare for screen readers. That string of seven sparkly hearts you love? It gets read aloud, emoji by emoji. Choose your emojis wisely, and when in doubt, place them at the end of a sentence. This structure creates a smoother, more accessible reading experience.

While most platforms now auto-generate captions, relying on them alone can be risky. They often misinterpret words, mangle names, or just miss the mark. Taking the time to edit captions enhances accuracy and ensures your control over tone and brand consistency.

On social media, the goal isn’t to simply check a compliance box, it’s to remove barriers – and it teaches Artificial Intelligence platforms how to talk about your organization. Accessibility isn’t just good ethics, it’s a good strategy.

Ready to step up your socials? Reach out to our talented team at info@kateco.com to discover how we can amplify your voice and create messaging that moves minds.

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Kate Philips

CEO

  

Kate Philips is an accomplished, respected marketing and communications professional who cares about the client experience. In her role as CEO at kate & co., she is dedicated to creating work that has both a head and a heart. Under Kate’s guidance, projects produced at kate & co. are of the highest quality and have the ability to make an impact in the world.

Much of Kate’s work at kate & co. is focused on connections. She connects kate & co. with the community, attracting clients who would benefit from the agency’s brand of expertise. Then, Kate assembles the best team of individuals to meet each client’s unique needs. Finally, Kate connects the client with the public, tailoring a plan to tell their story through brand identity, media outreach, and advocacy.

Connections have been fundamental to Kate Philips throughout her career. She began as a TV reporter before directing communications efforts for the 2000 Census in Maryland. By meeting with residents and leaders, Kate learned about the unique needs of different communities and the importance of both data and narratives in achieving specific goals.

Kate spent most of her career in the public sector on the front lines of politics and government as a spokesperson for Maryland Lt. Governor Kathleen Kennedy Townsend, Pennsylvania Governor Ed Rendell, and Pennsylvania Congressman Bob Brady.

As chief spokesperson for Governor Rendell’s administration, she developed messages for and defended five multi-billion dollar executive budgets. During her time as the governor’s press secretary, she directed communications for legislative achievements including: the Pennsylvania Race Horse Development and Gaming Act of 2004; the $2.8 billion economic stimulus legislation of 2004, Growing Greener II, which established a $625 million fund to protect and preserve the

Pennsylvania environment; the first increase in the Pennsylvania minimum wage in more than a decade; and the successful passage and implementation of “Cover all Kids,” which extends healthcare coverage to all Pennsylvania children.

Kate earned her Bachelor of Science in Journalism at West Virginia University where she learned about the role journalism plays in the pursuit of justice. Her expertise in the field helps Kate guide clients through interactions with the media, which she understands are an essential part of the public narrative.

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Kristi Del Grande

VP of Marketing & Communications

  

With more than twenty years of experience in the public and private sectors, Kristianna Del Grande knows how to complete a project on time, on point, and on budget. Her degree in international relations and political science from St. Joseph’s University and White House internship led her into a government post that set the foundation for a successful career in communications and advocacy.

As vice president of marketing & communications at kate & co., Kristianna uses her years of experience in marketing and public relations, art direction, and project management to oversee dozens of clients, a handful of designers, and several staff members. She develops client communications and marketing plans, including public relations tactics, social media strategies, brand roll-outs, paid advertising campaigns, and event planning. Kristianna’s attention to detail and ability to multi-task ensure client needs and deadlines are met.

While serving as a deputy press secretary under Governor Edward G. Rendell, Kristianna perfected the art of calmly keeping projects on track under a variety of circumstances. Her talent for writing and persuasion led to a career in communications far beyond government, landing a public relations position within the financial sector. Having experienced both the private and public sectors of communications, Kristianna wanted a position serving clients from all sectors and joined with Kate Philips to help successfully launch the Pre-K for PA campaign in 2014. Since then, the campaign has secured several hundred million dollars of funding in the state budget, allowing thousands of children to have access to high-quality pre kindergarten programs.

Kristianna is a member of the Public Relations Society of America as well as a graduate of Chester County Leadership Connection.

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Abby Baharis

Digital Marketing Director

  

Through her career and academic pursuits, Abby Harris has learned about the importance of social media in giving clients a larger voice than they can imagine. With over ten years of experience and a commitment to learning about evolving best practices and trends, Abby understands how social media fits into a comprehensive communication strategy.

Since 2020, Abby has worked as the social media and digital marketing manager at kate & co. She manages content and calendars for 50 different social media accounts, using a consistent brand tone and voice for each client. Abby develops social media content, ensures posts are scheduled, and manages calendars for graphic designers to keep projects on track. In addition, she monitors audience engagement while using analytics to develop performance reports that can provide insight for future optimization. Abby regularly attends webinars and classes focused on social media outreach to stay informed about industry trends.

Abby understands social media outlets help clients tell their unique stories, and various platforms invite new and creative ways to share a narrative through a different lens. When working on the PA Schools Work campaign, Abby helps tell the story of 45 Guy, a character whose social media presence educates the public about Pennsylvania’s 45th ranking in state share of education funding and the need to provide adequate and equitable funding for all Pennsylvania students.

A graduate of Youngstown State University, Abby has a Bachelor of Science in communication with minors in advertising and public relations. Abby has also worked as the social media director for a well-known wedding designer, a marketing director for a non-profit, and events and marketing coordinator for a start-up brewing company.

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Kate Nash

Senior Graphic Designer

  

Kate Nash is an artist who experiences the world through visualization. She knows how to use images to tell a story, a skill that has helped her carry design projects from conception through to completion for the past two decades.

As the senior graphic designer for kate & co., Kate creates visual identities, brand communications, and marketing materials for clients. In her work, Kate first considers the best way to visually convey a message and then uses her artistic expertise to ensure the graphic aligns with the client’s brand standard. She understands how to elevate brands through logos, typography, and color theories that can be used across multiple platforms.

Much of Kate’s job involves working with cutting-edge technology in her design studio, yet she also appreciates how her products work in the real world. Watching clients discover printed versions of reports she has designed and understanding how the collateral will be put into the world gives Kate passion for her work.

Before joining the kate & co. team, Kate worked in the design industry as the owner of a marketing firm and as a freelance designer. She also continues to work on her own art and recently showcased her paintings at a gallery in Erie.

Kate graduated from Salve Regina University with a degree in graphic design and a minor in photography.

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Tori Townsend

Graphic Designer

  

Tori Townsend is a graphic designer with a project manager’s mind. Her creative side shines through the graphics she creates for clients while her logical, solution-based thought process ensures projects are completed on time.

As a graphic designer at kate & co., Tori focuses on designing social media collateral consistent with established strategies for local, state, and national brands. She is also part of the lead design team for curated economic impact reports that showcase research and infographics in a captivating way. While she thrives in the creative environment, Tori’s time management skills and ability to prioritize projects while communicating honestly about deadlines are essential to effective project management.

Since 2017, Tori has held a variety of positions in graphic design where she created magazine layouts, digital ads, company branding items, and motion designs. At GreenFox Marketing, her graphic design work focused on producing eight regional, quarterly magazines that were more than 100 pages long. Tori also worked as a graphic designer at Talroo, where the first animation she ever created was played at the Austin Bergstrom airport for several years.

Tori graduated from the University of Texas at Austin with a degree in journalism. Her love of design originated in a magazine production course where Tori served as the art director for her group’s magazine. Much of her extensive knowledge about design, animation, and web software has been self-taught.

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Chris Stuart

Sr Web Programmer

  

As a web designer, Chris Stuart works to blend form and function by creating aesthetically pleasing sites that are easy to navigate. He has more than twenty years of industry experience designing web sites and digital graphics as well as t-shirts and the inside of the arcade he owns.

For Chris, collaborating as part of the graphic design team at kate & co. allows for the development of creative solutions to meet client needs. He creates designs that convey specific themes, have an impact, and are visually engaging. When he sees a social media post with a graphic he designed or the governor standing next to a poster he laid out, Chris appreciates the importance of his work in both achieving client goals and improving the lives of Pennsylvania residents.

As a self-taught graphic designer, Chris learned most of his extensive technical skills by diving into the challenges presented and learning through experience. He is an expert at using Adobe design products and leveraging technical, analytical and problem-solving skills to create dynamic, high-speed websites that fuel competitive advantage and growth.

Chris credits his time spent serving in the Army with giving him the confidence to try new things, a principle that has guided his life.

Chris is also an owner/operator with friends & family of an 80s retro arcade based in Springfield, Missouri that has been in business since 2005. He plays an active role in his community and is a committee member, website manager and graphic designer for Springfield Black Tie, a charitable fund-raising gala that started in 2003 and has raised more than $1 million for local LGBTQIA+ organizations

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Julia Ferritto

Content Creator

  

Julia Ferritto uses her technical and communication skills to oversee all administrative functions at kate & co. As the project assistant, she maintains company calendars and directs incoming and outgoing correspondences.

Julia is a skilled collaborator who coordinates meetings and conference calls, assists with special events, and ensures contact and mailing lists are accurate. As the first point of contact for kate & co., she maintains a patient demeanor that sets the tone for positive office interactions.

Prior to joining kate & co., Julia engaged with guests at the local Double-A baseball team, the Erie Seawolves. There she worked closely with executives and management staff to create a fun environment for all guests.

An Erie, PA native Julia graduated from Mercyhurst Prep. In her spare time, she enjoys playing volleyball, taking her dog on adventures to Lake Erie, and writing and performing her own music.

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Beth Scanio

Finance Director

 

Beth Scanio is a detail-oriented professional with more than thirty-years experience in business development, accounting, and marketing. She has an analytical mind that helps Beth understand how to grasp the big picture without losing sight of details.

As the finance director at kate & co., Beth manages day-to-day administrative functions including writing contracts, working with vendors, and handling human resource responsibilities. She also analyzes industry trends to help guide kate & co. in decisions about new projects, pricing, and hiring. Beth carefully scrutinizes opportunities to ensure the business pursues the best options.

Beth is skilled at juggling multiple priorities and at re-inventing herself to meet the evolving demands of her career. She brings that same spirit of resiliency to kate & co., where she helps the company evaluate where it is, consider where it wants to go, and then understand the best way to achieve its goals.

For thirty years, Beth has worked in accounting, human resources, and project management positions at a variety of businesses. She worked as the marketing project manager at Hershell Environmental, LLC, a global water treatment consulting firm, and as an accountant and human resources director at Crawford Insurance Agency. Through a range of different work experiences, Beth has become an expert at both project management and the administrative side of the business.

Beth received her bachelor of science in accounting with a minor in marketing from Penn State University. She is an active community volunteer who is involved in mission work through her church.

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Nicki Herdson

Senior Copywriter/Editor

  

Nicki Herdson has spent more than two decades immersed in the great art, theory, and practice of communication. From her work as a writer and editor, to her time teaching undergraduates about the writing process, Nicki understands the complexity of the written word and how best to tailor a message to fit the unique needs of an audience.

She worked as the lead researcher, writer, and editor for Election Administration Reports, a trade publication focused on issues of relevance to election administrators. In this capacity, she conducted in-depth research on a range of topics and crafted articles offering practical advice to individuals working in this niche market. Nicki’s professional communication experience also includes positions in writing, editing, and marketing in the public and private sectors. She started her career working as a speechwriter and public information officer for the Secretary of State of Maryland.

As a lecturer in rhetorical communication at York College of Pennsylvania, Nicki shared her expertise in research, writing, and editing with undergraduate students. She taught fundamentals of written, verbal, and visual communication and guided students through each part of the writing process, culminating in a substantial research project. In her classes, Nicki challenged students to think critically about a topic while considering how the author, audience, and context impact how a message is crafted. During her time in academia, Nicki also frequently participated in and presented at conferences on composition and published essays on blogs focused on successful teaching strategies.

Nicki earned a bachelor of arts in communication with minors in writing and journalism from McDaniel College (formerly Western Maryland College). She graduated with a master of fine arts in creative writing and publishing from the University of Baltimore.

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Anna Hartvigson

Operations Manager

  

Anna Hartvigson brings a unique blend of strategic planning, creative thinking, and organizational expertise to her role as Operations Manager at Kate & Co. With a passion for helping others succeed, Anna thrives on creating systems and processes that empower teams to achieve their goals efficiently and effectively.

Anna’s career spans nonprofit marketing, freelance creative work, and teaching, each of which has shaped her approach to communications and operations. She has led rebranding initiatives, built websites from scratch, implemented CRMs from the ground up, and developed marketing calendars that drive engagement and results. Her ability to streamline information flow and oversee complex projects informs her role as a conduit between team members, ensuring projects stay on track and aligned with organizational goals.

Outside of work, Anna is an accomplished photographer whose work has been featured in several publications. She also showcased her creativity on Hulu’s Exposure, a nationally streamed photography competition. A native of Alaska, Anna enjoys exploring the outdoors, experimenting with new recipes in the kitchen, cheering for the Tampa Bay Lightning, and tending to her bustling household – people and plants alike.

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Sam Peterson

Project Manager

  

Sam moved to Pittsburgh after graduating from Mercyhurst University with degrees in business marketing and integrated strategic media communications. He spent about a year there before he decided to move back to Erie (good for us!) and began working for Millcreek Twp. Sam is on the move – he and his new wife recently bought a home after getting married this summer and they are expecting their first child in 2025.

Outside of work, Sam enjoys spending time with his wife, family, and friends – and two pups (he has a favorite). He also loves reading and outdoor activities, including running, fishing, and other sports. Watch for him in the Erie Marathon on Sunday, September 8th. And look for him if the Los Angeles Chargers win big – he’s their biggest East Coast fan!

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Julia Rubin

Project Manager

  

As a teenager, Julia stumbled upon a passion that would shape her career. What began as a curiosity blossomed into a dedication to crafting narratives through her work. From writing personal stories to creating artwork that breathed life into others' words, she immersed herself in every aspect of storytelling.

Whether developing brands with innovative logos or taking on the roles of director, editor, and stylist, each project offered a new opportunity to explore and grow. While some aligned perfectly with her aesthetic, others challenged Julia to find beauty in unfamiliar visions. This journey of discovery continues to inspire her pursuit of creativity and storytelling excellence.

Julia graduated from James Madison University in 2023, where she studied media arts and design with a concentration in creative advertising and a minor in sociology.

During her time at JMU she was an art director, a graphic designer and editor-in-chief for a lifestyle magazine that she founded her junior year.

In all her roles, Julia works to be a listener first and a designer second. She says collaboration will always be her key to success.

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Julia Carden

Project Manager

  

Julia Carden, content creator, and the third of her kind at kate & co.! That’s right – we have three content creators named Julia (she’s in good company!).

Julia grew up in Cambridge Springs and is an alum of Pennsylvania Western University. She recently earned her master's degree in journalism from the S.I. Newhouse School of Public Communications at Syracuse University – the nation’s leading communications program. While at Syracuse, Julia completed research in women’s and gender studies. Her work has been published in the Erie Reader and she led both PennWest Edinboro and Syracuse University’s student newspapers as the executive editor (good writing!). With a keen eye for detail and a talent for writing and research, Julia will help our clients share their stories across all platforms.

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Lauryn Isaacs Marcus

Vice President

  

A dedicated storyteller and strategic communicator, Lauryn Isaacs Marcus brings nearly 20 years of experience in global communications and public affairs for mission-driven organizations.

As vice president at kate & co., Lauryn partners with clients to design and execute strategies to develop and advance client brands, craft and communicate messages, and help shape public policy. Her work includes strategic communications, storytelling, outreach and content creation, thought leadership, and media relations.

Before joining the kate & co. team, Lauryn worked in international development, partnering with clients, technical teams, and local stakeholders to tell the story of project impact around the world. She led communications for projects focused on energy, environment, education, climate, governance, and health for clients include the U.S. Agency for International Development (USAID), Power Africa, the President’s Emergency Plan for AIDS Relief (PEPFAR), and the Millennium Challenge Corporation. She has worked in Eswatini, Guatemala, Israel, Kenya, Nigeria, Tanzania, Thailand, and Uganda.

Lauryn holds a Master’s degree in Global Communications from The George Washington University and an honors Bachelor’s degree in International Relations and English from the University of Delaware.

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Daniela Snyder

Content Creator

  

Dani Snyder serves as a content creator for nonprofit and public sector clients in Philadelphia, supporting the team by crafting social media posts, writing copy, and developing digital content that advances the organizational advocacy goals. She previously interned at a London-based startup, where she assisted with marketing strategy and content. A recent graduate of the University of Wisconsin–Madison, where she earned a B.A. in Journalism and Strategic Communications with a minor in Digital Studies, Dani brings strong writing and social media skills, along with a creative approach to developing content that connects with audiences.

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Hannah Moran

Client Manager

  

Hannah is a strategic communicator and project manager who excels at turning big-picture vision into actionable outcomes. With a diverse background spanning community development, corporate social responsibility, higher education, and the arts, she brings a deep understanding of how mission-driven work takes shape across sectors.

Grounded in a foundation of conflict resolution, Hannah takes a holistic approach to client management, one rooted in effective communication, collaborative planning, and the belief that clarity and trust are the foundations of forward momentum. Whether developing a community plan, launching a campaign, or facilitating cross-sector collaboration, she helps clients move from strategy to execution with clarity, purpose, and measurable impact.

Prior to joining Kate & Co., Hannah led community-based initiatives in housing, workforce development, public health, and education - managing everything from brand strategy, and stakeholder engagement to events, systems design, programming, and fundraising. She has served the Erie community through organizations including BUILD Community Development Corporation, the Erie Center for Arts & Technology, and Penn State Behrend, and has consulted on public campaigns and cross-sector coalitions.

At the heart of her work is a drive to help clients connect purpose to practice - and ensure good ideas lead to real, tangible outcomes.

Outside of work, Hannah enjoys hobbies that could have been lifted from a Victorian magazine: painting, needlework, gardening, and curating a growing collection of brass animals and paintings of ships.