Work

BookIt.com (2009-2015)

One of my key achievements with BookIt.com (and the culmination of all of the experience I gained during my time there) was planning, leading production, placing, and executing the 2015 Top Ten All-Inclusive Lists campaign. This was a major marketing overlay program valued at $12 Million, not including the value of press and increase in brand recognition that surrounded it. This 100-day campaign was featured across the site’s owned assets and supported by an extensive media program, ultimately resulting in an average 40% increase in bookings, 31% increase in room nights, and 49% increase in revenue year-over-year for those properties that participated.

Top Ten Google Catalog Example

Top Ten Category Video Example:

Top Ten Property Video Example:

Full rundown of media placements:

• Homepage takeover
• Brand & property turbo sites
• Run-of-site property, brand & list placements
• Property-level badges
• Core campaign landing page
• List landing pages
• Best of BookIt email featured list placement
• Dedicated email alert per list
• Premium placement on market page sort & search results
• TravelZoo Newsflash
• Programmatic display
• Programmatic pre-roll
• Social media boosted posts
• Social media 100 days of giveaways
• TripAdvisor media blitzes (roadblock campaigns)
• Animated showcase & catalog ads
• Yahoo! native advertising
• HGTV network broadcast
• Youtube card ads

During my time at BookIt.com, our social media (which I oversaw for several years) was ranked #1 out of all the OTA’s, even garnering a mention on AdWeek in 2015.

Bright Red \ TBWA (2015-present)

As a Strategist in the Digital Media Department at Bright Red \ TBWA, I conduct research and analyze trends in order to set social media and digital strategies. This includes branding strategy, content architecture, paid strategies, digital media programming, community management, and customer relationship management. In addition to social media, my position touches UX, SEO, mobile, apps, email, and more. Below, you will find a sampling of the types of social media content I’ve produced during my time at Bright Red.

• Pilot Corporation of America

When I joined the agency team for Pilot Pen, they had fallen into a slump with their social media content and digital campaigns. It was the same thing year after year, and while it worked, it didn’t take advantage of new media formats or technology, and hadn’t addressed significant trends in the social industry. The content was cute and addressed the brand’s “Power to the Pen” tagline, but did not have a lot of fresh thinking, energy or depth behind it. Over the past couple of years, we have shaken up strategy, re-built the content architecture, explored new formats, pioneered new partnerships, and taken “Power to the Pen” to a new level. In 2016, we achieved 165% growth of our audience on Instagram by making it a more prominent channel focus. We executed our most successful influencer program to date, a 500% increase in potential impressions (during campaign flight dates) over our most successful influencer program prior, without allocating additional dollars. And we’ve supported key partnerships, like the G2 Overachievers Grant with Shonda Rhimes, the FriXion Fearless Award on Girl Starter, providing Camo pens to Operation Gratitude, helping to Stomp Out Bullying, and soon you’ll be seeing us on Project Runway, at the Teen Choice Awards, and for our second year at the Emmy’s.

By staying in front of our target audience and finding ways to activate across cultural trends, we’ve been able to create some awesome content, and engage our fans more than ever before. Our team also earned a write-up on Tech.co, celebrating our community management practices.

• Hard Rock Hotels All-Inclusive Collection

With Hard Rock Hotels All-Inclusive Collection, our team launched Facebook Dynamic Ads for Travel. During our very first test campaign, we achieved a $103 (directly attributable) ROI. Hard Rock is an industry leader and is internationally recognized, so they are very strict with their branding and prefer not to shake things up, but we’ve found several opportunities to bring them closer to the leading edge of social media for travel.

• Urban Plates

For the launch of their brand new Aliso Viejo location, the social team at Bright Red led a multi-pronged initiative to get followers engaged and raise brand awareness in Orange County, California. We created a “Choose your Charity” program to benefit a local charity including voting via SurveyMonkey, rolled out exclusive invitations via EventBrite, to our social followers to join us for complementary soft opening events, and created buzz around the grand opening. Surrounding the opening, we created an exclusive experience with the brand’s very first Instagram Stories, capturing the soft opening events, showcasing team members and menu items, and ultimately culminating with an Instagram Live activation, featuring the Mayor of Aliso Viejo going through the Urban Plates line on the day of the grand opening. The ribbon cutting was also supported via Facebook Live.

• Cayman Islands Department of Tourism

Cayman strives to give potential travelers a true taste of “Caymankind” through immersive advertising mediums, so Canvas is a natural fit. In support of the “Summer Only in Cayman” promotion, we have delivered a series of Canvas experiences which have increased the time that users are engaging with our paid advertisements, leading to greater recall lift and consideration of the destination.

• Mahekal Beach Resort

Mahekal is our organic-only challenge. It is a small beach resort in Playa del Carmen, popular for its laid-back vibe and pleasant staff. In order to trick the “pay-to-play” system on Facebook, we’ve engaged media, lifestyle, and travel influencers in order to garner new photographic content, and optimized copy and post type distribution over time. The page itself has only 12.5K likes, but each post garners an average of over 5K impressions. On the community management side, we support the property team by responding to reviews and visitor posts, engaging users on our wall, managing the inbox and ensuring that information is funneled to the appropriate resort staff. In 2016 alone, we grew the resort’s Facebook following by 25%.

• GoldToe Socks

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GoldToe wants to make sure that you know they aren’t just your father’s socks. In order to get this message across in social communications, our team has transformed their content architecture to be more lifestyle-centric, while still making sure that the look and feel, and messaging, is aspirational. We started with lifestyle shots and laydowns, layered in aspirational quotes and cityscapes, and for a fun twist, we added in “sock builds” which address cultural moments and trends.