Marketing & Product
Marketing & Product
Work sample portfolio
Work sample portfolio
Embedded Files
My approach
My approach
Captivate, compel, convert; these principles have governed my marketing practices since I began work in the field more than a half-decade ago. Through the imaginative use of print and digital resources and a bootstraps approach that ensures fulsome ROI, I've sought to deliver effective strategies and meaningful customer responses that drive earned revenue.
Captivate, compel, convert; these principles have governed my marketing practices since I began work in the field more than a half-decade ago. Through the imaginative use of print and digital resources and a bootstraps approach that ensures fulsome ROI, I've sought to deliver effective strategies and meaningful customer responses that drive earned revenue.
In the following examples, I'll provide snapshots of recent print and digital projects of which I'm particularly proud.
Ann Arbor Symphony Orchestra 24/25 season brochure
Ann Arbor Symphony Orchestra 24/25 season brochure
Forged from branding themes that reflected the unique facets of Ann Arbor's cultural ecosystem, the A2SO's 16pp 24-25 season brochure brought together artistic vision statements, concert details, overviews of development and learning & community work, plus information on volunteering and ticket purchasing.
Forged from branding themes that reflected the unique facets of Ann Arbor's cultural ecosystem, the A2SO's 16pp 24-25 season brochure brought together artistic vision statements, concert details, overviews of development and learning & community work, plus information on volunteering and ticket purchasing.
Ann Arbor Symphony Orchestra 23/24 season brochure
Ann Arbor Symphony Orchestra 23/24 season brochure
Published on May 1, 2023, this 16pp print piece encapsulated the A2SO's entire 2023-24 season, including: MainStage and Pops concerts; a vision overview from senior leadership; sections for development, learning & community, and volunteering, plus ticketing and patron services information.
Published on May 1, 2023, this 16pp print piece encapsulated the A2SO's entire 2023-24 season, including: MainStage and Pops concerts; a vision overview from senior leadership; sections for development, learning & community, and volunteering, plus ticketing and patron services information.
Social media skins
Social media skins
Developed to generate fun, easy, and accurate social media engagement for the Ann Arbor Symphony Orchestra, social media skins have empowered our audiences to share our content in a meaningful way. We shared collectible, exclusive assets with patrons upon booking to encourage use, allowing us to provide accurate event information and promote brand standing.
Developed to generate fun, easy, and accurate social media engagement for the Ann Arbor Symphony Orchestra, social media skins have empowered our audiences to share our content in a meaningful way. We shared collectible, exclusive assets with patrons upon booking to encourage use, allowing us to provide accurate event information and promote brand standing.
Display posters
Display posters
Designed for indoor and outdoor use in OOH locations, my poster assets presented A2SO branding, high-quality photography and graphic elements, and easy-to-navigate visual layouts to maximize engagement and brand prestige. Custom theming, thoughtfully enhanced core imagery, and snap-happy QR codes delivered exceptional user experiences.
Designed for indoor and outdoor use in OOH locations, my poster assets presented A2SO branding, high-quality photography and graphic elements, and easy-to-navigate visual layouts to maximize engagement and brand prestige. Custom theming, thoughtfully enhanced core imagery, and snap-happy QR codes delivered exceptional user experiences.
Bulk-mailed postcards
Bulk-mailed postcards
Produced and distributed before every A2SO MainStage concert, these oversized postcards served to highlight upcoming events for identified prospects, remind ticketed patrons of their booking status, plus upsell additional concerts with prominent QR codes and customized links. Consistent post-event surveying revealed that significant numbers of audience members attended due to physical mailing hooks.
Produced and distributed before every A2SO MainStage concert, these oversized postcards served to highlight upcoming events for identified prospects, remind ticketed patrons of their booking status, plus upsell additional concerts with prominent QR codes and customized links. Consistent post-event surveying revealed that significant numbers of audience members attended due to physical mailing hooks.
Paid digital ads (Meta)
Paid digital ads (Meta)
A combination of tested, tightly codified creative and carefully identified target audiences has delivered clear ROAS for my digital campaigns. Through manual management of ad groups to ensure brand affinity and best-placed leads, plus ad-first design templates that optimize image composition for maximum efficacy, I've halved CPCs across active campaigns in the last 18 months (as of May, 2024).
A combination of tested, tightly codified creative and carefully identified target audiences has delivered clear ROAS for my digital campaigns. Through manual management of ad groups to ensure brand affinity and best-placed leads, plus ad-first design templates that optimize image composition for maximum efficacy, I've halved CPCs across active campaigns in the last 18 months (as of May, 2024).
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