I oversaw the launch of a new brand for Association of Texas Professional Educators targeting a 21-34 year old demographic including board approval, print and web elements and an increase in brand awareness to the target of 20% post campaign. I managed trademarking and programming for the Texas Parks and Wildlife slogan "Life's Better Outside" and built campaigns to bring it to life. "What's Your Vine?" was a wine t-shirt company that I launched, trademarked and licensed to sell into wineries nationwide through a distribution partner. I was the account manager and event coordinator for New Braunfels Utilities' SAFEhaven program and have developed and implemented multiple field marketing efforts for brands such as Volkswagen and Nabisco to drive increased sales. I understand the research and methodology, creativity, and process of branding and will ensure that brand standards are met at all levels of communication to deliver a consistent message.
A campaign starts with a compelling call to action and consistently positions it throughout the messaging. Here are a few of the campaigns I have worked on recently to sell memberships for ATPE and position the association as "Your Ally and Your Voice" for members, and to connect children and families with nature through the "Outdoor Activity of the Month/Life's Better Outside" campaign for Texas Parks & Wildlife.
Click the link below each image to visit the site. These are a few examples of the websites I worked on to enhance, provide content and/or direction, or that I worked with a team to build from scratch.
Wrote copy and led process to determine website flow and graphics, utilizing SEO keywords and phrasing.
A few video productions I've been involved in over the years.
I edited the script, selected the talent and acted as client advisory on production with Sherry Matthews Advocacy Marketing to produce this PSA and campaign, designed to inform boaters to stop spreading invasive species from lake to lake. The PSA, in combination with other media purchased, helped to deliver a 5% increase in awareness among targeted Texas boaters about the issue.
Wrote, produced and sold in TV station clearances for this series of TV PSAs over a 2-year period, and provided local website content with this monthly series designed to inspire families to get outside and play in nature and to drive traffic to Texas State Parks.
Another PSA in the series
I helped to edit the script, manage the timeline for this project and on site was the makeup lady, coordinator, client liaison and chief bottle washer. It was hot out there at Guadalupe State Park for this shoot, so I quickly became Kevin Fowler's literal biggest "fan" with spritzers and fans to keep him cool, calm and collected on the set.
I have managed digital campaigns ranging from $10K-$220K, with a consistent eye on delivering the results set out. Whether a CPM, CPC or CPA target goal, each campaign has consistently performed as expected or has been adjusted en route to be the most effective spend for the dollars invested.
This campaign was targeted at legislators and continues to run throughout 2015 during the legislative session, delivering goals as outlined. I was involved in the media planning and development and approval of the the creative.
The digital element of the membership campaign delivered over 36 million impressions to the target audience, increased web traffic from 30,000 to 40,000 unique users per month, doubled the time spent on the website and sold approximately 1,000 new memberships over a 3-month period.
This PSA campaign was designed to reach families and create awareness that kids 12 and under receive free admission at Texas State Parks. Outdoor billboards and website ads ran (and continue to run as budgets become available) to promote the benefit targeting families.
Small budgets can lead to big things. To help the Neighborhood Fishin' program build traffic and awareness in 13 Texas communities, multiple mediums were employed and tested, including TV, radio, outdoor, newspaper, and Facebook ads. The Facebook ads consistently over delivered the reach and click through goals, and was the perfect "point of purchase" vehicle to take advantage of the awareness building campaign, and to connect the local communities with activities and fish stockings occurring at the individual lakes.
Social media efforts I've been involved in overseeing. From Facebook to webinars.
Outdoor Activity of the Month, Neighborhood Fishin' magazine and banner ads, along with some of the shots we captured at the video shoots for multiple usage opportunities for Texas Parks and Wildlife Department.
Field marketing efforts I led for the Association of Texas Professional Educators at New Teacher Orientation events, networking events and a "Teacher's Lounge" at the Texas Tribune to capture video of participants voicing their opinion about Texas education.
Data visualization and simplification of complex issues.
Some of the many ways my team connected with the media about projects.
Publications I oversaw either as a manager or as a director to others. In addition, I co-authored the marketing section of the Texas Children in Nature Strategic Plan, which can be viewed at http://texaschildreninnature.org/strategic-plan
Led the marketing team and co-authored the Marketing section of the Texas Children in Nature Strategic Plan.
Direct mail campaigns I've been involved in producing and monitoring.