Marketing & Content Strategy
DIRECT MAIL: COURSE CATALOG & BROCHURE
Drove the creative, brand, and content strategy for the Santa Fe Photographic Workshops. Led the end to end production of bi-annual course catalogs and seasonal brochures. Managed designers, copywriters, instructors, advertisers, internal stakeholders, and printers. Coordinated with internal team and vendors on list management, inventories, press checks, and drop ship needs.
- Saved 30% on production budget and reduced administrative costs
- Clarified course requirements for prospective attendees
PHOTO CONTEST CAMPAIGN
Introduced new revenue stream through the release of a photo contest campaign. Led implementation and marketing, including identifying a SaaS vendor, site design and integration, legal, branding and collateral, and a multi-channel campaign. Messaging extended across social, enews, partner communications, and was incorporated in direct mail pieces.
- Increased highly qualified leads by 20%
- Met revenue goals
PAID MEDIA: PRINT AND DISPLAY ADS
Overhauled the creative direction of print and online ads by featuring dynamic and experiential imagery to attract amateur photographers. Shifted from heavy reliance on print advertising to digital channels, including social, partner communications, and industry sites.
- Exceeded CTR averages
- Attained 500% increase in referrals from partner sites