Creating connection is the key to increasing support. I specialize in targeted marketing campaigns that create connection.
Santa Monica College "Any Line Any Time"
: Interviewed campus and student leadership to determine most effective messaging and promotional opportunities; produced collateral materials; increased on-campus visibility via special event participation, resource kiosks, customer service staff presence and hosting on-site community meetings.
Simple Green/Sea Lab
: Developed strategic corporate sponsorship that allowed product distribution, testing and trusted endorsement to target markets while benefitting nonprofit via major gifts, facility upgrades, program sponsorship and supplies totaling approximately $500,000.
How We Roll
: Produced bus operator recruitment/retention analysis and communications plan that helped meet staffing goals in less than a year. Partnered with KJLH
radio/website and six local newspapers to increase niche market penetration while decreasing staff time spent on recruitment/retention. Outreach included coordinating on-air radio interviews, online content and ads, and print content and interviews. All content/collateral was leveraged at recruitment fairs to attract attention and on-site to increase employee morale/retention.
Bus of the Future
: Coordinated six-month campaign with Art College of Pasadena, Sussman Prejza Design, AltCar conference organizers and KTLA
to position Big Blue Bus as the most innovative/highest-standard transit provider in the region. Included production of a video, interactive conference exhibit, speakers panel, Facebook
page, blog, moderation of an online forum, and participation in a KTLA
Here are some of the ways I’ve used new and existing assets in unexpected ways to increase awareness, participation and support.
Creating a Landmark
: A decade ago, the Clean & Green program of the LA Corps moved into a lonely warehouse on Spring Street. Knowing this area was ripe for development, I advised the executive management team to declare its foresight by boldly branding the property. To this day, the program regularly garners interest from visitors to the L.A. Memorial Park and Metro Gold Line riders.
Turning Walls into Windows
: Before developers first broke ground on LA Live, they needed to build a wall – a big wall – around the construction site. They insightfully offered space to local nonprofits to help decorate the wall. As the marketing director for the LA Corps, I negotiated the maximum amount of space possible (approx. 100 feet), then directed design and at-cost production of 10 panels that showcased the myriad benefits corpsmembers provided in and around the LA Live site.
Taking it to the Street
: In celebration of the Big Blue Bus’ 80th Anniversary, the goal was to position it as accessible, fun and reliable. To do so, I helped coordinate a public celebration on the Third Street Promenade, complete with a live band singing travel-themed songs, a bus-shaped cake and a bus converted into a “movie theater” where people could watch a video I helped produce about the history and future of the Big Blue Bus.
: As the lead publicist for the television mini-series With Eyes Open
on end of life choices, I edited an online forum where viewers/visitors who served as caregivers to loved ones could share their struggles and gain support.
: For the Bus of the Future
campaign, I provided direction to designers who established a blog for which I managed content and discussions. (please note: site is now partially defunct)
: I collaborated with staff from several city departments and civic organizations to develop Twitter editorial calendars for citywide events like the L.A. Marathon
overnight art celebration; served as one of city’s "Twitter reporters" for L.A. Marathon.
Here are some of the talented designers I’ve had the pleasure of guiding on branding that has enhanced and transformed organizational identities.
Bruce Mau Design www.brucemaudesign.com
Supervised rebranding of municipal transit agency, edited style guide and implemented brand extension across assets ranging from maps to fleet graphics.
Sussman Prejza www.sussmanprejza.com
Provided direction on branding extension to eco-friendly customer service center in downtown Santa Monica.
Craig Frazier www.craigfrazier.com
Worked with renowned illustrator Craig Frazier to create posters used in bus shelters and as donor gifts.
Led board and management team through rebranding process and oversaw brand extension across all assets for 25 year-old nonprofit.
Santa Monica Alliance www.santamonicaalliance.com
Co-led positioning and branding exercises for leadership group including city management, Chamber of Commerce and realtors that resulted communication pieces showcasing Santa Monica as the premier place for businesses to locate and grow.
Attention Grabbing Media
Jimmy Kimmel Show
: Coordinated taping of entire TV show episode on-board a bus. Successfully achieved goal of favorably positioning bus riding with college target markets while piloting Any Line Any Time
program with Santa Monica College.
Speakers Bureau for PC World Magazine
: Positioned reporters and editors as experts in their fields; pitched and secured media opportunities with CNN
and (which radio station); authored and secured competitive conference engagements; had same staff volunteer in schools to attract news coverage.
Engaging Location Shoots
: Assisted producers from 60 Minutes, ABC Nightly News, KTLA
, and other major market local news outlets with shoots on buses, at public parks and schools, and at corporate offices.
: Served as daily liaison; assisted with editing news releases and interview talking points, creating press kit assets, helped maintain company communication guide and clip books.
Young & Rubicam
: Assisted with production of creative brief for pro-bono outdoor advertising campaign to increase support from civic/financial leaders; assisted with direction of agency and contracted illustrator; assisted with outdoor ad location selection; helped agency with campaign launch featuring Mayor Willie Brown at San Francisco City Hall.
Liaison to partner’s agencies
: I have also worked with Account Execs from Edleman
and other LA-based firms representing Vons, Ralphs, Toyota, Enterprise Rent-a-Car
and special events in Santa Monica.
: Managed program with net profits of $1.5m for Santa Monica and Culver City transit departments, including oversight of sales staff, negotiation of master sales agreements, setting of sale rates/ targets and partner relations.
: Negotiated radio, print and digital ad buys for short and long-term campaigns; negotiated rates and cross-platform opportunities like space trades and special event sponsorships
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