Over 25+ Years of Marketing and Creative Experience

STRATEGIC GOAL / COMPETITIVE FACTORS: 

The goal was to craft a compelling brand narrative that would reinforce the agency's core mission.  The company also wanted to raise morale and attract quality applicants to work for them. 

STRATEGY:

I drove alignment on critical brand metrics and performance targets through in-depth analysis. I then crafted a compelling brand narrative that reinforced the agency's core mission.  The brand narrative - SECURing our Nation’s Integrity - cultivated a robust internal and external culture by aligning brand strategy with the employee engagement program.  I re-designed the company website (www.adcltdnm.com) to enhance user experience and drive engagement, and strengthened the company's brand through marketing across channels by implementing a targeted generation strategy.

RESULTS:

By increasing reach and impact through the brand narrative, the company began to attract an abundance of higher-quality candidates.  Within a year, employment participation grew from 12 to 67 out of 110 corporate employees, increasing morale and building a unified front in becoming the brand narrative. 

STRATEGIC GOAL / COMPETITIVE FACTORS: 

The goal was to attract new cardholders but also encourage current cardholders to spend more using their First Financial credit card during the holidays. The target audience was all adults aged 24-45 and located in the state of New Mexico. Non-cardholders and current cardholders. 

STRATEGY:

The campaign focused on the credit card rewards to reach both audiences. A digital marketing strategy was used to attract a large/specific audience outside of the Credit Union. 

The digital ads were designed as animated GIFs to grab the viewer's attention. Video ads were featured on FFCU's local branch TVs, social media, and distributed through AdWallet (a video advertiser that sends our video to our desired demographic).  Animation was used in all ads to attract the digital user's attention. The digital ads opened up to a landing page with more details and a direct link to apply for a credit card.  An email campaign was run to extend the invitation to current FFCU cardholders. 

RESULTS:

The base figure of the number of accounts generated during the same period, the previous year, was only 166 cardholders. The percentage over the base figure was 38.55% = 230 new credit card accounts, and raised the Credit Union's current credit card portfolio by 99.19%.

Won the 2019 MAC Gold Award: Digital Marketing

STRATEGIC GOAL / COMPETITIVE FACTORS: 

The goal was to attain a minimum of 50 attendees for a ZO skincare product event.  In past events, the company was only able to attract a maximum of 10 attendees to similar events.

STRATEGY:

Although the original plan was to focus on ZO skincare products, I persuaded the team to morph the event to highlight the company's other skincare services. To grab interest, I suggested we do live demonstrations of Botox and a non-invasive face lift. My creatives highlighted the individual skincare services and leaned heavily into the live demonstrations. I advertised through print, web, social media, email/text blasts, and digital advertisements. 

RESULTS:

The event had to be capped off at 75 attendees, and a VIP waitlist was set in place for a second event date.