STRATEGY
Before there is content, there is strategy.
A key part of my work is researching, planning and executing different creative strategies that promote a specific service or product. Everything starts with audience research and ends with a unique solution that helps to achieve a specific goal.
Dreamgirls 2024
Dreamgirls is a show produced by McCarter in collaboration with Godspeed Musicals. As part of this new production, I faced the challenge of effectively creating various materials to pique the curiosity of McCarter's audiences and promote ticket sales. To achieve this goal, it was crucial to identify niche audiences and geotarget our paid social media campaign. Here are the results from at least the paid social media campaign report:
+3 million impressions
+200K tracked revenue
10.8 ROI
Role: Marketing Creative Director, Video Producer and Designer
• Ran boosted post campaigns with available assets drives early site traffic and tests audiences in order to grow the remarking pool and gain learnings before the bulk of our media spend begins.
• Incorporated a mix of two niche and broad prospecting audiences alongside brand researchers in order to maximize audience engagement and conversion potential across objectives.
• Video production of interviews with targeted audiences.
• Creation of additional digital ads such as billboards on high-traffic areas
• In addition to this, I created a video with McCarter staff members showing behind-the-scenes content to audiences. All these videos reached different audience segments.
Testimonials: 1.42% CTR / $5K rev
Image: 1.06% CTR / $16K rev
Image: .88% CTR / $41K rev
A Christmas Carol 2023
A Christmas Carol at McCarter is a Princeton holiday tradition that brings new challenges every year. Proper audience research to craft an effective message that resonates with audiences has allowed us to meet the annual revenue goal. This year, I particularly focused on the human connection behind the play to create an honest message and bring audiences back to enjoy the show. Additionally, the image of Joel McKinnon Miller, a recognized TV actor, was widely used to establish trust with new audiences and drive results.
Role: Marketing Creative Director, Video Producer and Designer
• Creation of the Key Art to promote the show using the image of the main characters.
• Direct Mail campaign sent to 40K+ constituents from McCarter and additional rented mail lists, including a promo code to drive sales.
• Video production of interviews with Joel McKinnon Miller.
• Interview with the rest of the cast with emotional factors to drive consumer decision making.
• In addition to this, I created a video with McCarter staff members showing behind-the-scenes content to audiences. All these videos reached different audience segments.
•Coordination of Instagram takeovers to bring organic awareness with current McCarter followers.
• In coordination with the Associate Marketing Director, I created a limited-edition coffee sleeve for a local coffee shop and for internal use.
• Paid Social Media campaign coordinated with a digital agency that generated a 11.28x ROI.
JMM: 2.07% CTR / $10,053 rev
Cast: 2.22% CTR / $3103 rev
Image: 1.28% CTR / $26,134 rev
Bulrusher
Bulrusher, a new McCarter production, brought new challenges to achieve an established revenue goal. As a new play, it was vital to analyze past interactions of new shows with audiences to make data-driven decisions. The goal was to clearly outline what the show was about and to generate curiosity among audiences, encouraging them to come and see the performance.
Role: Marketing Creative Director and Art Direction
• Creation of the Key Art to promote the show using key elements to sparkle curiosity
• Direct Mail campaign of a creative bifold that explained more about the show and positively engaged audiences and drove sales.
• Video production of interviews with playwright Eisa Davis, Director Nicole A. Watson and Audience Testimonials.
• Coordination of organic social media content, including Q&A between audiences and the cast/creative members of Bulrusher.
• After analyzing the challenges of the show, I proposed a creative strategy to conduct the paid social media campaign with a digital agency. Results were very positive, generating more than $76K in revenue.
• Creative content coordination of a robust email campaign to more than +70K constituents.
