Crafting Impactful Campaigns.
Discover Your Wonderfront
SCOPE: Create a marketing campaign to promote the Port of San Diego as a destination, increasing local and national visitor traffic to the 34 miles of coastline overseen by the Port, including hotels and attractions, restaurants, and public spaces.
CONTRIBUTION: After extensive market research, including surveying and market analysis, we worked closely with a design agency to develop the Discover Your Wonderfront campaign look and feel. This was followed by an extensive multi-year, multi-wave, and multi-million dollar marketing campaign with all content developed internally by the multimedia team I led. This included dozens of photo and video shoots in support of yearly media buys.
OUTCOME: The award-winning campaign has amassed millions of impressions, which has led to steady increases in revenue. As an example: in it’s first year, the campaign increased revenues in food sales (12%), beverage sales (24%), water recreation (16%), and recreation lesson sales (34%).
The Port of Land & See
SCOPE: Actively build and execute a long-term comprehensive marketing strategy promoting San Diego’s cruise industry, increasing cruise line offerings (B2B) and growing passenger demand (B2C).
CONTRIBUTION: I led multiple creative refreshes of the overarching campaign, including the creation of all content (photo, video, graphics, social, etc.) every year. I worked closely with the maritime cruise team to implement yearly marketing campaigns, including B2C promotion to the general public as well as B2B promotion to cruise line executives.
OUTCOME: The award-winning campaign has seen a steady rate of impressions throughout, as well as web traffic flow. Additionally, within the first year, cruise calls to San Diego were up by 19% and passengers were up by 23%.
#ThatsMyBay
SCOPE: To combat water increased water pollution in San Diego Bay, the Marketing and Environment teams developed a waste diversion management campaign to educate the general public on ways they can help keep the bay clean. Due to the dry nature of the content, the campaign called for a playful and whimsical tone.
CONTRIBUTION: As the marketing and creative project lead, I led the development of campaign branding, creating of a series of unique and playful characters, scripted and directed campaign videos and ultimately managed the marketing campaign as a whole.
OUTCOME: The award-winning campaign received overwhelming engagement and increased online metrics. It quickly evolved into a multi-year campaign with multiple waves per year, each addressing a particular habit-changing topic.
The Special Advantage
SCOPE: Refresh and execute a yearly marketing campaign to increase cargo activity at the Port’s two cargo terminals, from both national and international companies looking to ship goods in and out of the US.
CONTRIBUTION: I led a complete refresh of the existing brand, while continuing to leverage existing brand equity within the market. I also worked closely with the Maritime sales team to develop effective campaigns to reach industry audiences and increase terminal activity.
OUTCOME: Cargo activity steadily increased year-over-year, particularly with upgrades to the cargo terminals, further leveraging the campaign’s USP of handling breakbulk cargo, among other cargo types.
Other Campaign Projects.
Gaylord Pacific Resort & Convention Center
Campaign
Led the marketing efforts in the Port of San Diego's partnership with Marriott Hotels and the new Gaylord Pacific Resort & Convention Center by building and executing a strategic marketing campaign promoting the grand opening of the hotel.
Here & Wow
Campaign
Worked closely with an outside agency to develop an alternate destination campaign, under short-lived new leadership at the Port. I then led internal efforts in the marketing and promotion of the campaign, while directing dedicated photo and video shoots and leading the design team in creating all campaign assets.
Green Business Network
Campaign
Worked closely with the Port's Environment team in the creation and design of the Green Business Network, voluntary sustainability program that provides free education and resources to Port tenants committed to sustainability. Aside from leading the design of a brand new logo and creative look, I also led the development of marketing and campaign materials while working closely with the rest of the marketing team on implementation.
At the Ready
Campaign
Led the efforts in development and execution of a multi-year outreach and recruitment campaign to increase awareness of the Harbor Police Department. This included concepting and design, as well as marketing execution, increasing awareness of Harbor Police and communicating its missions to key audiences. The campaign has built positive momentum and continues to be active.
Illuminate the Bay Fundraising
Campaign
Acted as a member of the six-person Illuminate the Bay fundraising committee, building a campaign to raise money to install a permanent lighting display on the iconic Coronado Bridge in San Diego. I assisted in coordinating the private boat tour for high-end donors and led my team in the design and production of all collateral and campaign materials.
HPD Internal Culture
Campaign
Under two different police chiefs, I led the efforts to design and execute internal culture campaigns aimed at promoting each chief’s cultural philosophy to all officers and civilian staff. This included working with outside agencies to develop campaign concepts, followed by leading an internal design team in the design and execution of two extensive branding signage efforts at police headquarters.
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