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The Work

Campaigns

Bemidji MusiCamp
Bemidji MusiCamp is an organization focused on providing an accessible opportunity to build musicianship in middle and high school students. In my role as Media Director I focused on telling the story of achievement through musical growth.
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Through using intentional photography to elevate the quality of the camp's social media presence, I conveyed this narrative throughout the weeklong camp. As the camp progressed through the week, the tone of the posts shifted to match the energy and emotions of the students: from excitement, to discovery, and finally nervousness and accomplishment. 
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Another facet I highlighted through the social strategy was to showcase the broader learning that happens at camp. In addition to traditional band and choir rehearsals, students have the opportunity to experience world music, digital music-making, and more, which I found to be neglected in previous marketing efforts.
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The goal of the social campaign was to increase engagement and impressions to improve communications with parents while students were at camp, and eventually drive enrollment for the 2020 session. Posts in the campaign showed an average of 300-500 more impressions than previous social content, and page likes increased by 10%.
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Animalistic

Thrift store uniqueness, carefully curated just for you. Animalistic is a (hypothetical) online store, made up of looks selected by talented stylists from thrift and secondhand stores around the U.S. 

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Shoppers of Animalistic love one-of-a-kind fashion statements, but understand that thrift shopping can be very hit or miss. They are edgy and bold, so we've created a space for them to select from the finest thrift shop finds, organized by aesthetic.

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Through in-depth research and comprehensive consumer profiling, we decided on a brand strategy that highlights the edginess and originality of trendsetters by using bright colors and loud prints to appeal to their trendsetting personalities.

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Our primary point of connection with this audience is Tumblr. The style of the brand's Tumblr page is bright, bold, quirky, and smart - just as our audience is. Click here to see the Tumblr content.

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Click here to view the full pitch

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Bell Museum

The Bell Museum has been in the same location with minimal changes since 1940. With a new building opening in 2018, the Bell Museum needs to reposition itself to keep pace with the new structure.

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Through a combination of primary and secondary research, we defined our target audience as one who cares deeply about preserving nature, and is looking for an escape from the hustle and bustle of living and working in the Twin Cities metro area. The specific goals for this campaign were to increase brand awareness by 14% and increase per-person visits to 2-3 times a year. 

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Keeping in line with the brand's mission statement of  "exploring connections to the natural world, igniting curiosity and wonder, and creating a better future for our evolving world" we opted for a campaign strategy that was immersive, educational, and fun. 

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To draw new visitors into the Bell Museum, we plan to host exciting events that appeal to our audience's adventure-seeking and experience based ideas of fun. This would include yoga classes on the terrace and throughout the museum, an event with themed drinks made from natural ingredients, and more. The addition of branded merchandise specific to these events would also drive word of mouth advertising.

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The events would be supplemented with out of home advertising, focusing on transit stations, billboards and radio spots, with the intent of increasing brand awareness and perception. 

Video

WOW Air asked participants to shoot a video explaining the highlights of their hometown, and why they and a friend should be selected to become travel influencers. Here's our take on the best of Minneapolis. 

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Script and voiceover by Megan Kallestad. Videography and editing by Brianna Cundiff

Furniture for Dogs came to me with a number of random clips and a great cover of a classic song. I contributed to the pacing of the storytelling and we built a cohesive music video to help continue growing their brand as an online, video-focused, cover band.

Promotional Graphics

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