Case Studies

The following case studies are integrated marketing campaigns that highlight the impact of coordinated, researched, targeted and tracked cross-platform strategies. These stand out because they highlight a mix of digital and traditional methods at varying budget levels and across industries.

FIU "YES" CAMPAIGN [awareness / activism]

Goal: Get 60% or more of the local community to vote "yes" on FIU expansion into 70 acres of adjacent fair grounds.

Tactics: 18 billboards throughout Miami-Dade, 400 radio spots (English & Spanish), 7 College Week TV ads, 2 new 30-second commercials, 15 boosted Facebook status updates, 20 letters from the community, 1 expand.fiu.edu website, and 100+ #worldsahead posts on social media.

Budget: $500,000

Result: 65% voted "yes"

Rosslyn jazz fest [DIGITAL EVENT promotion]

Goals: Sell out 500-ticket Friday night "Kick-Off" event and attract at least 8,000 patrons to the Saturday festival.

Tactics: I personally designed and launched $350 Microsite (rosslynjazz.com) to promote the two different events and register people for tickets; $140 of Google & Facebook ads to drive traffic to site; feature story in weekly e-newsletter; one blog post; and 10 #rosslyjazzfest posts.

Budget: $500

Results: added $80,000 in revenue from $500 investment. 2,500+ page views in two weeks; sold out all 500 tickets to Firday night event in two weeks; digital ad CPC of $0.33; and more than 9,500 total visitors to the saturday main event.

Bloomberg [event / partnership]

Goal: Leverage Bloomberg audience to secure high-level potential clients to co-sponsored event with Dell.

Tactics: Designed event landing page for easy sign-up and tracking; linked to landing page via web banners and emails; re-marketed via social media and email based on click-through activity; video promotion for social media posts; PR Newswire release; stakeholder meetings; client calls; tech blogger outreach; and leveraged access to Michael Bloomberg and Michael Dell.

Budget: $50,000

CAMPAIGNS