AANP IMPACT Membership Campaign
roles: art direction, brand management, graphic design, print layout, and email design
software/tools: InDesign, Illustrator, Photoshop
The Problem
The Association's membership was stagnating with fewer and fewer renewals. The Head of Membership wanted to reverse this trend and set out a few objectives for the new campaign:
The Association's membership was stagnating with fewer and fewer renewals. The Head of Membership wanted to reverse this trend and set out a few objectives for the new campaign:
1 - Make the renewal reminders noticeable with stronger messaging about why they should renew.
2 - Create a guide to their membership, which could inform them of benefits they may not be aware of or utilizing fully.
3 - Give new members something tangible, when they joined, which would be impressive, and make a statement about the association they joined.
The Solution
Membership came to marketing to realize these goals. Working with the Head of Membership, I created a visual language for the entire membership system - designed and produced a 24-page Membership IMPACT guide, an email campaign with visually rich designs, and new membership cards and certificates.
Membership came to marketing to realize these goals. Working with the Head of Membership, I created a visual language for the entire membership system - designed and produced a 24-page Membership IMPACT guide, an email campaign with visually rich designs, and new membership cards and certificates.
To get people's attention and make these IMPACT emails stand out, I created a band of graphic 'NP Characters' as guides through the various membership benefits listed. These characters can be used for future IMPACT materials such as animated videos, etc.
The Result
The IMPACT system has just now started being implemented, so its long-term results are yet to be determined. The Head of Membership, as well as the leadership of the Association, loved the new membership materials and she said it exceeded her expectations.
The IMPACT system has just now started being implemented, so its long-term results are yet to be determined. The Head of Membership, as well as the leadership of the Association, loved the new membership materials and she said it exceeded her expectations.
The Digital Solutions Guide eBook
roles: art direction, brand management, graphic design, print layout, copywriting, website editing, email, and social media marketing
software/tools: InDesign, Illustrator, Photoshop, WordPress, Hootsuite
The Problem
The Association's annual Fuel & Convenience Expo was canceled due to the pandemic. Not only would there not be any income from the Expo but expenses already paid created a bigger budgetary hole. Our exhibitors, who were already suffering from the pandemic, lost a showcase for their companies at the very time they needed some exposure.
The Association's annual Fuel & Convenience Expo was canceled due to the pandemic. Not only would there not be any income from the Expo but expenses already paid created a bigger budgetary hole. Our exhibitors, who were already suffering from the pandemic, lost a showcase for their companies at the very time they needed some exposure.
The Solution
Due to the existing budgetary issues, investing in some kind of virtual expo was financially impossible. The solution was using existing resources - namely, me and InDesign to create a digital exhibitors guide. An ebook guide could be widely distributed via web or download, with no additional printing or publishing costs. I created a few different formats- published online (using the InDesign Publish Online feature), an ePub file for devices with readers, and an interactive PDF. All exhibitors were given a free listing (consisting of their logo linked to their website.) For an additional amount, exhibitors could purchase a half-page placement either static or with video.
Due to the existing budgetary issues, investing in some kind of virtual expo was financially impossible. The solution was using existing resources - namely, me and InDesign to create a digital exhibitors guide. An ebook guide could be widely distributed via web or download, with no additional printing or publishing costs. I created a few different formats- published online (using the InDesign Publish Online feature), an ePub file for devices with readers, and an interactive PDF. All exhibitors were given a free listing (consisting of their logo linked to their website.) For an additional amount, exhibitors could purchase a half-page placement either static or with video.
The Result
The Digital Solutions Guide, created with no additional budget, recouped just over $20,000 in lost income. Not a huge amount but something and considering the minimal amount of investment of time and resources in creating it, the Digital Solutions Guide was the best solution for the situation.
The Digital Solutions Guide, created with no additional budget, recouped just over $20,000 in lost income. Not a huge amount but something and considering the minimal amount of investment of time and resources in creating it, the Digital Solutions Guide was the best solution for the situation.
View the Digital Solutions Guide here.
Digital Solutions Guide Premium Listing order form
Digital Solutions Guide Landing Page
Digital Solutions Guide Email Campaigns
Digital Solutions Guide Social Posts
B&B.com Brand Reboot
roles: art direction, graphic design
software/tools: Illustrator, Photoshop
The Problem
B&B.com's advertising creative focused on images of B&B's and bedrooms. It was sterile and unexciting. The Marketing manager wanted something different: a complete refresh or reboot of their marketing creative.
B&B.com's advertising creative focused on images of B&B's and bedrooms. It was sterile and unexciting. The Marketing manager wanted something different: a complete refresh or reboot of their marketing creative.
The Solution
Together we decided to move away from images of the inns themselves (exteriors and bedroom interiors) and focus more on the people who would stay at a B&B and the fun activities they would share. We limited the inn pictures to landing pages for individual inns and in site-wide and affiliate advertising tried to focus on faces and people.
Instead of images of inns of differing quality and resolution; I found high-quality stock images - bright and vibrant images; of people just having fun and enjoying activities typical of the B&B experience - private breakfast on a patio, stroll on the beach, cycling through the country.
Together we decided to move away from images of the inns themselves (exteriors and bedroom interiors) and focus more on the people who would stay at a B&B and the fun activities they would share. We limited the inn pictures to landing pages for individual inns and in site-wide and affiliate advertising tried to focus on faces and people.
Instead of images of inns of differing quality and resolution; I found high-quality stock images - bright and vibrant images; of people just having fun and enjoying activities typical of the B&B experience - private breakfast on a patio, stroll on the beach, cycling through the country.
The Result
The fresh design increased interest in the brand and people really responded to it. We started getting jumps in conversions and page views. The marketing manager was so thrilled at the increase in sales, he showed me the metrics and thanked me.
The fresh design increased interest in the brand and people really responded to it. We started getting jumps in conversions and page views. The marketing manager was so thrilled at the increase in sales, he showed me the metrics and thanked me.
