2019-2021
DIGITAL MARKETING CAMPAIGNS
“If we see making consumers’ lives better as the actual reason our business exists – then nearly all of the ethical issues in marketing go away. If you prioritize consumers, you never wish to manipulate them into doing something other than what is best for them and for the common good.” - Dr. Peggy Sue Loroz
BOWERMAN TRACK CLUB
Fall 2021 - BTC RED AND BLACK FRIDAY
Following an underwhelming Fall ‘21 product launch, it was on the creative crew to cook up how to re-market the same product to increase sales. After some deliberation, we chose to go hard for Black Friday like never before.
View “Fall ‘21 part two: Michigan Pro, meddling with Moh, and more!” [NEWSLETTER w/ product teaser] >>
View “Pssst... Red and Black Friday discounts coming soon!” [EMAIL]…
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Noticing sales had slowed after launch, it was on the creative crew to cook up how to remarket the same product. After some deliberation, we chose to go hard for Black Friday like never before.
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We decided a studio shoot with our athletes would showcase the product designs best. With the assistance of photographer Cortney, it was my job to plan, project manage, and execute the Red and Black Friday campaign. Second, it was my job to drive users to the website.
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Social Content Planning
First thing first, BTC had never had a social content calendar. I created one in our web space “Miro” and Cortney and I met to build out November’s plan.Studio Shoot
We booked two days in a studio and invited the BTC professional athletes in for Red and Black Friday product shots and for personal shots for their other sponsors. Keeping a light and fun demeanor, I provided assistant creative direction and production assistance for the photoshoot. Additionally, I captured BTS (behind the scenes) iPhone content for social.Asset Creation
Following this, I created Instagram Reels, Stories, Posts with copy, and worked with the photos to build out email marketing blasts.
Execution
Next, I posted our content at optimal times according to Instagram analytics and reposted user-generated content (UGC).
Reporting
Finally, after this project, I established KPI’s for BTC to consistently follow. -
Fourth highest monthly user visits in website history (Google Analytics)
Second highest weekly e-commerce conversion rate
Third greatest day-of sales
48% open rate of email campaign. Industry average is 16-21% (Moengage).
16k new users to site month of November ‘21 - 25% of which returned in December
Fifth largest revenue-generating campaign, doubling the revenue of the fall drop with the same product
Instagram
Reels that garnered a total of 1.5 million plays on social media, with a reach of 1.4 million. No paid advertising, followers at the time were 130k.
Grew reach by 29.9% compared to previous month
Featuring the newly minted Olympians: Kieran Tuntivate, Elise Cranny, and Grant Fisher. Studio photo by Cortney White.
Summer 2021 - BTC TOKYO
In 2020, the Olympics were postposed. We knew that for 2021, we could do something bigger and better than what was planned before.
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I was in a creative direction meeting between the designer Julian, the team photographer Cortney, and myself. How might we create and share a product line that really stands out amid the various T&F brands competing for market share during the Olympics?
Moreover, due to COVID-19, fans wouldn’t be able to go to Tokyo. How might we bring Tokyo to them? In one of my most impactful direction contributions to the team, I suggested we shoot the product in Tokyo. -
The group rallied. Thanks to our talented designer, hard working product team, well-connected photographer, and facilitation from myself, I received assets that were supercharged with street hype. With product shots on both our athletes when we were at altitude camp in Park City, Utah, and also on models in the streets of Tokyo, it was my job to market this content.
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BTC had never done a shoot of this magnitude, nor had they marketed product with intention outside of “getting the word out.”
Email MarketingFor email marketing, I had already been acquiring contacts via various bowermantc.com opt-in forms and newsletter/product drop sign up pushes on social. This allowed me to send my product blasts to over 10,000 subscribers. Campaigns before my employment were sent to under 4,000.
Utilizing self-taught Adobe Illustrator skills, I transformed the previous Mailchimp visuals into BTC branded content that captured the feel of Tokyo and the experience of Eugene. -
All-time highest revenue generating campaign
Fourth highest monthly user visits in website history (Google Analytics)
Photo by Teddy Wilkins.