Marketing, Social Amplification, Brand Positioning, Content Creation & More
The Palm Beaches Collection
DESTINATION BRAND MARKETING - DISCOVER THE PALM BEACHES
As the Integrated Marketing Director, I was responsible to lead all campaign development within the marketing team, where we developed and launched a fully refreshed brand campaign, ‘The Palm Beaches Collection’ inviting visitors to curate their vacation experience through interactive quizzes, custom video and static creative and strategic geotargeting. The campaign has generated over 1B+ advertising impressions as of Nov 2024 and was awarded Gold in the 2024 HSMAI Awards in the ‘Advertising: Brand Campaign’ submission category.
“The Palm Beaches Collection is part of a brand evolution, aiming to showcase the diverse offerings available in the destination while enticing travelers with the promise of a customizable vacation with endless possibilities. The new campaign will be amplified through a comprehensive approach, including paid media, earned media, social media, and new MarTech tactics.” Read full article here.
Brand Campaign - Strategy - Creative & Design - Production - Social Amplification - Content Creation
The Palm Beaches Welcomes Everyone
DESTINATION DEIA MARKETING - DISCOVER THE PALM BEACHES
Accessibility and Inclusivity are an integral part of the organization’s strategic pillars. As a marketing leader in the department, I led several strategic sessions on campaign and creative development for both pillars to include in our overall daily marketing efforts. For inclusivity, several key marketing collateral assets were developed, including a brand anthem video in collaboration with a local advocate ‘The Spoken Word’ as well as printed out guide featuring local DEI businesses for any new and existing visitors. There was also an updated brand microsite created to highlight all the resourceful information a traveler or business needs when visiting the destination.
As an integrated campaign, our DEI efforts for ‘The Palm Beaches Welcomes Everyone’ was awarded a Silver in the HSMAI Adrian Awards in the ‘DEI Marketing’ submission category.
In the Accessibility space, there was a focus on developing a 3-year strategic plan for the county, where I helped lead the sessions with a consultant to develop five main objectives for the destination to use as a guide and implement into the overall marketing plan. An extension to the inclusivity brand campaign was also introduced as ‘Access for All’. I also maintained and grew several relationships including Wheel The World, an online booking solution for travelers looking for accessible travel options.
Brand Campaign - Strategy - Creative & Design - Website Development - Print Production
The Ultimate Ride
CLIENT MARKETING - TEAM ENTERPRISES
In collaboration with our client, we leveraged their high-profile McLaren racing partnership and engaged audiences through captivating digital content focusing on community engagement, while creating a unique consumer experience by the track. I managed an annual media calendar with the client and led multiple creative briefings within the agency to ensure swift campaign deployment and key partner communication. The program delivered 1B+ earned media impressions, 4K in-person engagements and over 2M owned & partner impressions.
“Having the opportunity to recognize somebody who is truly driving change in their community is exciting for us, as we continue working to drive change globally as an organization'“. Read full article here.
Strategy - Creative & Design - Production - Social Amplification - Content Creation
Community Mural
MARKETING ADVISORY BOARD - FLORIDA PANTHERS
While sitting on the Marketing Advisory Board for the City of Fort Lauderdale, I noticed there was a lot of conversation surrounding public art and the use of local artists in the area. With the launch of the new season ahead, and the rebuilding & branding of the War Memorial in downtown, I knew it was a good marketing opportunity for the team to consider, especially with the city’s support.
Working with our creative team, and in partnership with TwentySix North Productions, we selected Carlos Solano to create the mural. I helped pitch the overall concept to leadership and managed the multiple partners involved, including the Greater Fort Lauderdale Chamber of Commerce, who graciously donated the wall space for the art. Since the inception of the mural, Solano has gone on to do various art installations for the hockey team and sponsors, as well as for the City of Fort Lauderdale, all showcasing his South Florida heritage and what we all love about the location we live in.
Check out a feature here on the collaboration.
Creative & Design - Brand Awareness - Community Building
Tickets On Sale
FLORIDA PANTHERS - SPORTS MARKETING
In every sports season there is a crucial period of time where season tickets and general single game tickets for the following season are on sale simultaneously and can be confusing to the consumer with multiple marketing campaigns.
My approach was to prioritize the single game tickets messaging and developed a digital campaign strategy that targeted 4 different audiences for scale in the market (cart abandonment, lookalike, direct, and affinity).
With the new approach in place for the season ahead, we developed an ongoing marketing automation campaign that served both audiences - single game ticket buyers and upselling to season ticket buyers that had a clearer message.
Using Eloqua forms and its integration with Salesforce CRM, we were able to track all the distribution channels and contribute $1.25 million of revenue from marketing leads.
Digital Marketing - Strategy - Data & Analytics - Brand Positioning
Safety Awareness
TEAM ENTERPRISES - CLIENT MARKETING
Our client’s main goal was to educate public safety on and around train tracks in South Florida. Tasking us to create PSA videos and a new safety microsite, I collaborated with the client to launch their go to market plan for rail safety awareness and ensure all agency deliverables were provided.
Working with our creative and content production team, I helped develop an overarching PSA campaign strategy which included creative direction, a script, storyboard and asset treatment for the commercial and website. In completion, there were 3 PSA’s produced and a custom microsite launched. In the first week of it’s launch, the B Safe Rail Safety campaign delivered 100k impressions with over 5K safety pledges filled out. Check out the microsite here.
Content Creation - Creative & Design - Marketing Strategy - Website Development
12 Days of Giveaways
BB&T CENTER - ENTERTAINMENT MARKETING
During the holiday season, all the shows want to promote their upcoming tour and have access to additional artist content that venues can utilize for amplified marketing. We always had an influx of requests to get their marketing messaging out, so I pitched to create an annual holiday promotion that allowed for lead generation and brand awareness simultaneously.
We created a visual that was approved by the tours showcasing their key art and amplified the promotion externally by working with a media partner to encourage concert lovers to sign up for their chance to win tickets to an upcoming show. I also worked with our digital agency to set up a marketing automation for the sign up form that ran on Facebook & Instagram ads, which gave us the results to analyze and allow for better optimization. The promotion delivered over 4k net new emails to the venue database, and over 1M impressions on owned and partner channels.
Marketing Strategy - Social Media Advertising- Email Marketing - Media Promotion
Time to Hunt
FLORIDA PANTHERS - SPORTS MARKETING
Every sports team has a slogan. It can be marketed seasonally, developed organically or have been around for years. With our team’s inconsistency on the ice, it was important that the voice on social media stayed consistent and resonated with fans in the market - for years to come.
During the 2020 season, social media became even more of a key connector to our fans and had the potential to grow in significant value from a business standpoint. Aligning on the brand’s overall tone, voice and identity was an integral piece to making a true rally cry successful.
I set up meetings with our executive team to pitch slogans that fit our brand voice from various brainstorm sessions, ultimately coming up with one that resonates across a multitude of marketing touch points for the franchise - Time to Hunt.
Launched in October 2021, the Time to Hunt slogan has developed into a 360 marketing campaign spanning across social media, merchandise, broadcast, OOH, partner messaging and more.
It has produced 3M+ impressions and a higher engagement rate than any previous slogan, thanks to the fans who got behind it and made it a true rally cry. It is still being used (2023), and is one of my proud last marks on the franchise (I left in October 2021).
Marketing Strategy - Creative Design - Digital Marketing - Brand Positioning
Name Change
BB&T CENTER - ENTERTAINMENT MARKETING
The naming rights for the venue was expiring and we needed a temporary brand identity for the arena while the team searched for a new, long-term naming rights sponsor.
I set up the initial meetings with multiple key stakeholders in various departments to outline the overall vision and plan to change the name. It would require a tremendous amount of updating - both in traditional branded signage and on all of our owned and partner digital, social, and in-game assets.
With support from the marketing and creative team, we not only brainstormed and came up with a new name and identity for the venue, we also executed the change-over from the existing sponsor to the temporarily approved one. There was also a consumer behavior shift needed in familiarizing the audiences with using the new venue name - a media promotion on radio and TV, as well as several influencers, helped scale this during its launch.
The name change resulted in over 2 years of branded content on traditional & digital channels as well as all market signage, and provided the foundation for the sponsorship and executive team to identify the appropriate partner for the long-term naming rights deal.
Marketing & Partner Strategy - Creative Design - Production- Brand Positioning
