BRAND CAMPAIGN | EDUCATION MARKETING | PARTNERSHIPS
At Nickelodeon, I launched a number of prosocial initiatives for Blue's Clues & You! that leaned heavily on its strength as an educational brand.
To address the issue of declining school enrollment due to the COVID-19 pandemic, I led the creation of 3 PSAs for a school enrollment campaign encouraging parents to register their kids for school. The :15 spots were distributed on-air, through social media, and on NickParents.com. Customized versions were also provided to dozens of school districts to use in local campaigns.
I also laid the foundation for CluedIntoLearning.com, a new educational website, as well as a new partnership with Save the Children. The non-profit was the charitable partner for Blue Friday 2021 and featured in a brand spot touting Blue's Clues & You!'s educational prowess, which I helped develop.
BRAND CAMPAIGN | CAUSE MARKETING | EVENTS
At Mattel, I launched the All Aboard for School Supplies Drive in conjunction with the Day Out With Thomas 2019 Tour. This was the first time a charitable initiative had been linked to the event.
Partnering with the United Way of Genesee County and Mattel's PR agency, I developed campaign messaging, organized the collection of donations at Day Out With Thomas events, and tied the campaign to the Thomas & Friends brand's larger initiative with the UN and Sustainable Development Goals. Over 1,000 pounds of school supplies were donated to Cummings and Educare, two Pre-K programs in Flint, MI.
The initiative resulted in increased publicity for the Day Out With Thomas tour, with over 200 million impressions across national and local media. This included live broadcast coverage from local ABC and NBC affiliates of the presentation of school supplies to students, parents, and teachers in Flint.
MARKETING COMMUNICATIONS | CREATIVE DEVELOPMENT
Each year, the Day Out With Thomas tour visits 35+ heritage railway museums across the U.S. and Canada. As the Marketing Manager overseeing these events, each year I developed and refreshed the branding for a full suite of marketing assets, working closely with graphic designers and creative agencies. The assets were used for both national and local promotion across social, e-mail, digital, and print media.
My work included determining the tour name, overseeing the creation of a logo and key art, and ensuring the designs were appropriate for different print and digital mediums. I also used consumer insights to guide creative decisions on what would resonate best with the Thomas & Friends parent audience.
COMMUNICATIONS | CONTENT | COPYWRITING
I've written content and communications for individual clients, as part of my work in corporate marketing, and for nonprofit organizations I've volunteered with.
For sales and marketing copy, I create solutions-focused messaging that gets to the heart of what consumers are looking for in a product or service. My work has included e-mail copy, ad copy, promotional brochures, and sales presentations. For web content, blogs, articles, and social posts, I ensure all copy is on-brand, optimized for search, and conveys the client's message in the most engaging way.