Client - The Regina Pats

Challenge - Identify insights from the Pats’ organization and fans to uncover an on-brand, creative, strategic theme for their 2024/25 season to drive their marketing and promotional initiatives.

Solution - Lead strategic brainstorming sessions to gain qualitative data from the Pats’ staff, stakeholders, fans, and market trends.

After analyzing the data, I established two key strategic objectives, five theme concepts with summaries, and primary, secondary, and tertiary messaging for possible season directions.

The findings were presented to the CEO for feedback to narrow the focus. The CEO praised the documents and provided final input on theme direction.

I lead creative brainstorming sessions with Brandt’s in-house designers, writers, and corporate voice director to nail the core theme tagline and direction.

The creative team collectively agreed on the theme, created the creative approach, and pitched it to the CEO.

Results - The CEO and the Pats’ organization were pleased and aligned with all the strategic, creative, and theme directions. All marketing and advertising material is being produced ahead of the 2024/25 season.

The season is currently underway with messaging being present across all owned platforms and merchandise.

Client - The Dream Factory

Challenge - Help The Dream Factory (DF), a non-for-profit charity reach its website goals by creating marketing and communications strategies.

Solution - To achieve all of DF’s goals, we proposed to create a year-round donation page called “Make their Dream,” for visitors new and old to keep coming back to donate and stay updated. The page is enhanced with complementary strategies, like focused keywords from our competitive analysis research, a CTA button called “Share the Dream,” for easy sharing, and using Google Ad Grants to run more Google Search and Display Ads.

Additional secondary strategies like re-vamped e-newsletter suggestions, website pop-ups, and an editorial calendar planned out for a month were included.

Results - The proposal was presented and praised by the client and my instructor for covering all key objectives while providing in-depth breakdowns with strong visual mockups.

Client - Brandt Manufacturing / Trailer Divison

Challenge - Establish Brandt as a premium trailer maker in the U.S. market at the biggest trailer convention and sign up dealers to be carriers.

Solution - Position Brandt to be the best trailer partner to work with by setting a new standard of dealer support in the business with the toughest trailers in the market.

Brandt will have an eye-catching booth setup with value propositions and proof statements on hanging signs and halos as the primary messaging—preaching how becoming a dealer will “Make The Hard Road Easy,” for them and their customers.

The products, incentives, and support offerings are hard to match by competitors, thus the strategy focuses on bringing awareness to dealers of said advantages, and Brandt will help pave “The Road To Success,” as the secondary messaging.

Tactics involve pre-event personable postcards and an eblast campaign encouraging prospect dealers to visit our booth and entice them with a vacation giveaway for showing up.

To drive up buzz we are collaborating with a U.S. trailer YouTube influencer with nearly 1M subscribers to review our products and capture BTS content to increase brand and product awareness to our target audience before and during the event.

The booth itself will have branded cowboy hats and rodeo belt buckle swag to give away to attendees, and we’ll use owned media channels to communicate that throughout the event days. Sales staff will be equipped with a script to assist in signing up dealers, with a KPI goal of 75.

Results - The campaign was approved by stakeholders with over $35,000 budget for execution. Trade show was deemed a success exceeding 75 sign-ups achieved among other internal objectives.