Challenge: Create awareness about Brightspark Travel’s bowl game events for marching bands.

Solution: The experience of high school marching bands from around the country coming together to perform during a college bowl game could only be described visually. I decided a video would be the best tool to capture the magic of the event. I created the storyboards for this video with our band director buyer persona in mind. I acted as the Art Director on-site and oversaw the entire production of the video. The finished video was used as a content piece to create brand awareness on multiple online channels.

Results:

• 3,095 video views

• 76% increase in event bookings FY 14 vs FY 15

Challenge: Create a lead generating content piece that educates prospects on Brightspark Travel and the company's product offerings. 

Solution:  With over forty tour destinations to choose from, Brightspark Travel needed a way to show potential prospects the variety of product offerings available.  I decided that an e-catalog would be the best tool to show the destination options, as well as educate prospects on the company. The use of emotive imagery and short destination description allowed potential customers to easily digest the amount of tours available. The decision to produce an e-catalog over a printed catalog increased the ROI for each lead received. It also allowed the marketing team to distribute the catalog on a variety of different online channels including: emails, PPC ads, retargeting ads, blog posts and social media.

Results:

• 926 Landing Page Submissions

• 9 Facebook Shares

• 3 New Customers

Challenge: Increase Brightspark Travel’s marketing database with new contacts.

Solution: Created a top of the funnel content piece that addressed a common concern of most teachers. We decided to focus on school fundraising. The 20-page e-book was designed to educate teachers on how to organize a successful fundraiser.

Results:

• 842 Landing Page Submissions

• 899 Facebook Likes

• 207 Facebook Shares

• 2 New Customers

Challenge: Create brand awareness in a new marketplace.

Solution: Becoming a major player in the West Coast market was an objective of Brightspark Travel. However, there was little brand recognition on the West Coast.  I decided in order to create awareness, we needed to send a direct mail piece. I created a mini catalog that highlighted our top travel destinations, as well as provide information about the company. The destinations were organized by region so the prospect could easily find the tour that they were interested in. We placed all recipients of this direct mail piece into an email workflow to further nurture them down the funnel. One of the emails of the workflow was the Brightspark Travel E-Catalog.

Results:

• 568 Leads

Challenge: Create awareness about Brightspark Travel’s new international destinations.

Solution: Brightspark Travel decided to expand their product offerings to include international student tours.  Marketing materials were needed by our sales team to use at conferences and on client visits. Most of our competitors were simply providing a one-sheet informational letter about their international tours. I decided Brightspark needed to stand out. I chose to create a bi fold brochure highlighting each of our international tours. I chose compelling images of students engaging in each destination as well as vibrant colors to make the brochure grab attention at a conference.

Results:

• $1.3 million generated in international revenue for FY 15

• 630% increase in international bookings FY 14 vs FY 15

Challenge: Reactivate lapsed customers.

Solution:  I knew that the best way to re-engage customers who left the company would be to offer a strong incentive. I designed the direct mail piece with that in mind. The front of the postcard indicated that a special offer was included and the back of the postcard explained the offer in further detail. Along with providing the sales team with a follow-up script, the marketing team was successful in re-engaging some of our lapsed customers.

Results:

• 10 quote requests

• 2 bookings

Challenge: Create awareness about Brightspark Travel’s bowl game events for marching bands.

Solution: During the launch of the bowl game video campaign, I created an advertisement flight in a popular magazine read by band directors. Brightspark Travel partnered with the magazine to send an email to their database with the video. The advertisement flight was designed to provide a second touch and help with brand awareness. 

Challenge: Create awareness about PAWS Chicago annual fundraising event.

Solution: I chose to design a postcard that PAWS Chicago could send to their database. I wanted to immediately grab the attention of the postcard recipients by using a nostalgic and iconic image. The event was a beach party so using the Coppertone Baby worked perfectly.

I worked closely with clients to brainstorm and then design customized invitations to match their wedding style and color themes.