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Undergraduate Conversion Stream

California College of the Arts

An 8-email drip campaign nurturing prospective students towards application. I analyzed data from admitted student and cancelation surveys to define key decision-making criteria and develop a campaign that addressed common user concerns by reinforcing the brand's major proof points in a fun and engaging way. The campaign (still ongoing) has already seen an increase in conversion rates (leads to applicants).

  • production
  • lead nurturing
  • copywriting

  • campaign strategy

Portfolio Guide

California College of the Arts

A 19 page, pocket-sized print piece with helpful advice for students interested in improving their art portfolio to apply for schools. I worked closely with admissions stakeholders and in-house designers to craft a quirky, zine-inspired guide that could be given out to students at on-site visits, college fairs, and as a digital premium content offer for inbound marketing campaigns.

  • content marketing
  • strategy

  • copywriting

  click to view PDF

click to view PDF

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  click to view PDF

click to view PDF

On The Road Catalog

California College of the Arts

I worked closely with admissions stakeholders and the Bay Area design firm, Volume, to create this 12 panel, accordion-fold print piece of facts and figures for CCA admissions counselors to give out at college fairs and high school campus visits.

  • project management
  • direct marketing
  • strategy

  • copywriting

  click to view PDF

click to view PDF

Undergraduate Viewbook

California College of the Arts

I worked closely with admissions stakeholders and the Bay Area design firm, Volume, to create this 28 page catalog (with additional 12 page custom, off-size inserts) that profiles 4 CCA students, while touching on some of the institutions core proof points in a poetic fashion. 

  • project management
  • direct marketing
  • strategy
  • copywriting
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Website Redesign #2

slim's presents

For my second website redesign for the Slim's Presents brand, I worked with a freelance designer to create a dynamic, fully responsive, mobile-first website inspired by the infinite browse-ability of Netflix. The site was the first deep API integration of the Eventbrite ticketing system into a large-scale venue website.

  • copywriting
  • project management
  • strategy
  • content strategy
  • UX/UI
 Read the case study.

Read the case study.

 
 Read the case study.

Read the case study.

Content Marketing - Video

slim's presents

In my role as Marketing Manager for Slim's Presents, I focused heavily on content marketing, booking and hosting podcasts, conducting interview pieces, producing exclusive live performances, and creating ongoing web series' that helped to grow brand awareness and affinity with several key audiences.

  • talent booking 
  • inbound marketing
  • video production & editing
  • on camera hosting
  • directing
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Content Marketing - Blogging

slim's presents  /  oakland local

As a marketer, I've focused heavily on content as a way to grow brand awareness and affinity, including developing coverage for several Bay Area publications, such as SFGate, KQED, Oakland Local, and more.

  • copywriting
  • photography
  • content marketing
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Website Redesign #1

slim's presents

One of my first projects as Marketing Manager at Slim's and Great American Music Hall was a branding project disguised as a website redesign project. I took what was previously 2 different identities with separate audiences and online presences, and consolidated them under a single umbrella (along with the Hardly Strictly Bluegrass Festival) as Slim's Presents. The new brand and accompanying site focused on building a strong presence as a local, independent music institution in direct competition with the major corporate players that were taking over the landscape.

  • UX/UI
  • inbound marketing
  • brand strategy
  • content strategy
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Email Marketing

slim's presents

In an effort to improve the performance of the brand's owned marketing channels, I implemented analytics tracking data and A/B testing to develop a revised email marketing strategy (and design) that more than doubled clickthrough rates and conversion rates.

  • copywriting
  • lead nurturing
  • strategy
  • design
 Read the case study.

Read the case study.