Portfolio Overview

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PROJECT GOAL

Photograph and document event weekend hosted by company with a particular focus on COVID safety measures and social distancing guidelines. 


INVOLVEMENT

 

  • Developed creative brief, shot list, and brand guidelines

  • Communicated and presented scope to photographers

  • Managed communication between stakeholders

  • Provided logistics and instruction for day-of event details

PRODUCTION: Event Photography

PRODUCTION: Video

PROJECT GOAL

Document and tell the story of our membership community and their weekend networking gathering in the Washington mountains. As a tight-knit business community, the documentary and interview style format helped tell the story through the lens of the attendee. 


INVOLVEMENT

 

  • Developed creative brief and brand guidelines

  • Hosted creative, collaborative sessions between product team and marketing team 

  • Communicated and presented scope to videographer

  • Managed communication between stakeholders

  • Provided logistics and instruction for day-of event details

RESEARCH & STRATEGY

PROJECT GOAL

Research industry trends, feasibility, risk and strategy involved with building a group travel experience  product (pre-covid)


INVOLVEMENT

 

  • Researched Millennial travel industry trends & behaviors (target market), competition, feasibility, risk associated with the product

  • Wrote and developed report for Founders

  • Presented research to product team with creative strategy & ideas for product development

  • Provided guidance in product development 

  • Developed trip webpage templates 

  • Developed content calendars

  • Collaborated with PR specialists on story pitches, editing, and content associated with product launch

 Small Group Journeys 

CAMPAIGN & PROJECT MANAGEMENT

 ROAM Beyond Summer Series 

PROJECT GOAL

After growing concern for slowing sales trends, the CEO & Founder approached us with priorities to refocus attention on generating sales at our low performing location. Our goal was to sell out 90% of bookings for the remainder of the Summer at the River Canyon site for the month of August.


INVOLVEMENT


Upon request from the founder, I proposed three creative campaign strategies according to regional target markets to inspire and engage the sales, events, customer experience and logistics teams. After buy-in and product development, I developed campaign outlines, associated tasks, timelines, creative oversight, and production coordination to bring the campaign to fruition.  Implementing art direction, I designed the web & graphic elements associated with the campaign and communicated details with our freelance social media coordinator.


ATTACHMENTS


Event Landing Page

 

EVENT MARKETING 1 

In-person & Virtual

PROJECT GOALS

As a B2B membership community, the Transformational Travel Council's central products depend on networking, communication, and in-person/virtual collaborative opportunities. As the core employee on a team of 3, I was involved with building a new interactive product and in-person conference that gathered (and continue to gather) people from around the world.


INVOLVEMENT


IN-PERSON EVENT

  • Collaborate directly with PR freelancers on important communication

  • Assist sponsorship team with branded presentations and collateral utilized in-person and online

  • Edited email language written by various team members

  • Designed and sent email communication between invitees and registered attendees through social & email channels

  • Designed and built event landing page 

VIRTUAL EVENTS

  • Art direction and collaboration with agency designers on the creation of branded logos

  • Designed, develop, write, and schedule regular weekly event announcements

  • Regular communication with event hosts

  • Integrated third party platform and built landing page associated with the project

EVENT MARKETING 2 

Wisdom & Wanderlust Series

PROJECT GOALS

After the travel industry's fallout from COVID, the founders wanted to creatively engage our travelers with our brand. We decided to develop virtual presentation spaces to 'travel from home' with our DMC's and operators on the ground to give a true perspective from what's happening abroad - and they're secrets to traveling there again one day. Our goal was to build a dedicated community and eventually sell memberships for future travel. These events typically carry 50 regular registrants, 400 page views, and 20 - 40 attendees regularly.


INVOLVEMENT
 

  • Guided the team with product development and strategy to ensure strong attendance

  • Built a system and process for transferring content & copy between product and marketing team 

  • Designed the 'Wisdom & Wanderlust' branded logo 

  • Designed weekly graphics for social media coordinator

  • Created weekly announcement schedule

  • Managed and provided training to an intern who handled social and email scheduling 

  • Designed email template for weekly announcement

SOCIAL MEDIA MANAGEMENT

PROJECT GOAL

My primary goal was to build the foundation and manage the maintenance of ROAM Beyond's social media accounts.  Our secondary goal was to grow our follower count to provide credibility in the market.


INVOLVEMENT

 

  • Build voice and branding guidelines

  • Host strategic conversations and campaign perspective for content calendars

  • Provide guidance, editing, and feedback to freelance social media coordinators 

  • Collaborate with Ad Agency on content, assistance, data, and communication 

  • Art direction

  • Build and design shot lists for photographers 

  • Provide photography for location and event launches


ATTACHMENTS


ROAM Beyond Instagram

ANALYTICS & REPORTING

PROJECT GOAL

While analytics is a regular part of my daily routine for a variety of projects, one that requires regular attention and presentations is analytics for ROAM Beyond who recently invested large funding in third party ads. My role and goal each week is to help visualize and explain to the team how our campaign efforts combined with regular paid ads translates to web traffic and conversions. These presentations are hosted at the beginning of each production and all-hands call. 


INVOLVEMENT

 

  • Collect data from various platforms

  • Analyze and write overview for notable and important trends that coincide with last week's efforts. 

  • Provide guidance on where to adapt and improve

  • Manage and train Customer Journey Coordinator on regular data retrieval efforts


ATTACHMENTS


Example: Dashthis Overview

 CRM SYSTEMS & PROCESSES 

PROJECT GOAL

The Transformational Travel Council over the time of about a year grew from 20 members to 250. Our goal was to transition our simple spreadsheet system for on-boarding, integrating and tracking memberships to a CRM that would allow our team to collaborate in unison


INVOLVEMENT

 

  • Researched a variety of CRM systems to find one that made most sense for our community

  • Provided presentations to the management team for which system (Hubspot) and trained central team on how to integrate sales process

  • Co-developed a system, structure, and processes for team roles in sales and marketing

  • Created an integrated relevant forms into Hubspot and webpages

  • Trained on-boarding and marketing team members


ATTACHMENTS


WEB DESIGN & DEVELOPMENT

PROJECT GOAL

I have been involved with the creation, strategy, design, and execution behind all three brands. As of late, these projects have grown out of my scope at Explorer X for the sole factor of bandwidth now that others have been trained to assist. 


INVOLVEMENT

 

  • Strategy and project scope outlines

  • Wireframes and creative direction

  • Basic HTML & CSS coding

  • Graphic development

  • Image and collateral collection

  • LinkedIn
  • Instagram - Black Circle