Examples of recent digital marketing initiatives and events I spearheaded or helped execute.
Retirement 101 – Live Q&A with Dear Penny (2022)
The first community event in over a year for personal finance website The Penny Hoarder featuring our all-around rock-star columnist Robin Hartill, CFP, aka Dear Penny. The three day event had Dear Penny answering user-submitted questions about retirement in real time.
Through a multi-faceted promotional campaign aligning efforts in email marketing, social media and SMS, the community site saw near-record boosts in traffic and membership growth during the week of the event.
RESULTS
Traffic up 225% during week of event
100+ new member sign-ups
Yelp's Tales & Cocktails (2018)
A month-long spotlight on Omaha’s cocktail scene featuring intimate event experiences with top local bartenders sharing stories and the history of their craft. Through events at eight venues and a planned-out digital marketing campaign, Omahans had multiple real-life chances to connect with great local businesses in a short timespan alongside focusing on reaching first-time Yelp event attendees and social media influencers.
The digital campaign included ads, social content and multiple bartender interviews on the Yelp corporate blog, complete with professional photo shoots, helping to win hearts and minds in the local service industry community. Tales & Cocktails has since been adopted in multiple markets in the U.S.
RESULTS
250+ event attendees
Engaged contributors up 25% MoM
LINKS
Yelp's Un-Meat Eats Festival (2016 & 2017)
Seeing the need to reach an underserved demographic in my community, I conceptualized, promoted, organized and hosted Yelp's Un-Meat Eats Festival, Omaha's first and only large-scale vegan food fest. This yearly, one-night event was highly anticipated by the local food community in 2016 and grew in scope in 2017. Both at-capacity events featured several food vendors, live entertainment and benefited a local animal shelter, garnering national headlines.
RESULTS
500+ event attendees
500+ user generated contributions
Engaged contributors up 30% MoM
LINKS
Join YES! (2018)
A nationwide digital campaign aimed at educating Yelp's social media audiences about and recruiting new members to join the Yelp Elite Squad, a socially-savvy community of influencers in cities across North America.
This cross platform campaign featured profiles on real-life Yelp Elites and was delivered with colorful authenticity on more than 200 hyperlocal social accounts across the U.S. and Canada.
RESULTS
Nearly 25% growth of Yelp Elite Squad membership for the quarter
LINKS
Omaha Comedy Week (2012-13)
A citywide effort to organize, promote, highlight and celebrate Omaha's up-and-coming comedy scene. As a founding committee member of Omaha Comedy Week, I helped manage the creative direction, social media campaigns, publicity, promotion and coverage of the weeklong event series at multiple venues each night.
LINKS
Collaborations
Below are companies and festivals I've collaborated with – helping with promotion and marketing/brand awareness.
Airbnb - Omaha market brand awareness and event promotion
Lyft - Omaha market launch
Crom Comedy Fest - festival promotion and coverage
Maha Music Festival - festival promotion and coverage
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