ROLES: CREATIVE DIRECTOR / DESIGNER / AD OPS MANAGER / SOCIAL MEDIA CONSULTANT
After designing the original CalCC logo, I was asked to drive numerous initiatives across print, online and mobile. Most recently, I audited their current online assets, and tuned-up their overall machine across the board.
Key Accomplishments
I completely overhauled their online ads: fixed poor targeting, geocompeted display campaigns, improved copywriting, multi-language implementation, designed HTML5 ad creative, and finally, created custom reports to assess progress.
I built custom landing pages per campaign, per language, and monitored inbounds (leads) from campaigns. I injected new ideas into their ad strategy that led to huge gains in CTR and lead capture in desired markets. These efforts saved CalCC money.
I created social media posts, edited video, and tracked engagement.
Overall, I served as creative director, overseeing other initiatives, such as marketing messaging and design of Constant Contact blasts and Instagram influencer efforts.
Sample Work
One of many reports that I wrote detailing key stats and interpreting what the results mean and how to move forward. I made more efficient use of ad dollars, and also provided a key stat for the larger business – cost per acquisition – which they never knew before.
I designed a new 30th Anniversary identity to mark their major achievement. Materials included new landing pages, pocket journals, and gold-foiled 30th Anniversary business cards for the entire faculty and staff.
In addition to running CalCC’s Google Search Ads, I designed multi-language HTML5 display creative that ran on a separate ad network.
Left: Handmade, screen-printed folio/notebook on champagne metallic cover for 30th Anniversary; Right: Photo of holographic pocket journal for student welcome kits, prizes, and general staff use.
I created dynamic Instagram posts for CalCC that were on-brand, energetic and differentiated from their other post types. We were able to A/B test as well, tracking results to inform our social strategy going forward.
Creative Support (2010s)
I worked on smaller projects in the 2010s, working sparingly with CalCC because I was more involved with their other venture focused on early childhood education. During this time, I offered creative support on signage and promotional marketing items like t-shirts, magnets, folders and other print collateral.
Legacy branding (2000s)
Beyond the work, I’m grateful for my clients’ enduring trust, knowing they can turn to me at any time – no matter the decade.
