Multi-Channel Campaigns

I've worked across various media platforms to strategize and execute campaigns thoroughly, adapting concepts to each specific channel and audience. Here are a few campaigns that showcase my concept creation and writing in multi-channel environments. My favorite part of campaign creation is the deep collaboration with art directors, designers, and other creatives, and watching the magic that happens when it all comes together to make an impact.

Ad agency project: Blue Credit Union “Do Good” Campaign

This restoration campaign, sponsored by a credit union, ran in Wyoming and Colorado markets. Before design and marketing strategies were discussed, I created the concepts, video scripts/storyboards, and copy for events, web pages, and in-store signage. Artwork and design were launched off my initial concept: “Restore the Places That Restore You.”

I created two versions — both of which I presented to the client for selection. The project spanned print materials, video, social media, and a local brand demonstration to engage people in person in Boulder, CO. Below are examples from both concepts; the client selected the first.

Sierra: The “Reframe Value” campaign

For this national campaign, my role was to develop three different concepts to present to executives, explaining our sales model to long-term customers. The goal of the campaign was to explain how the company was dropping its coupon-based experience and moving toward a more heavily discounted upfront experience.

My task was to put a fun, easy-to-understand spin on the new shopping experience, and then flesh it out across various platforms, including print mailers, emails, billboards, and social media. Below are the three concept options I developed. Executives selected Concept 3, then ran Concept 2 the following quarter.

Concept 1: Save More, Explore More

Concept 2: Shop, Save, Explore

Concept 3: Savings Made Simple