The #stanleyness campaign was a multi-media campaign developed to create a social movement around what it meant to be #stanleyness. The aim was to leverage the ownership loyal followers had over the brand while introducing it to new, likeminded ones. Harnessing fan’s #stanleyness over a two-year period, Facebook followers grew to 81,385, from 8,502 while maintaining strong engagement through the growth. The brand’s Instagram account went from zero to over 12,000 and is very vibrant today. By the end of the campaign, consumer loyalty was at such a high, community members readily self-managed incoming critics. The goal to create a movement of brand advocates was a success. Appearing in national outdoor lifestyle consumer print and trade publications, multiple online outlets, trade shows, consumer events and packaging this campaign also helped drive overall brand awareness and retail sell in.
In the 2016 State of the City for Boise, ID, Mayor David Bieter celebrated what it meant to be a Boisean, to protect and preserve these attributes as Boise experiences unprecedented growth. Featuring stories about the city’s independent roots, welcoming ways, innovative thinking, cultural diversity and love for the outdoors and education he ended his speech with a rallying cry for all citizens to do their part in every day ways to keep Boise great.
The #IAMBOISE campaign helped anchor this message in actionable ways for every day residents to get involved in celebrating what it meant to be a Boisean. Launched in 2016, this hashtag and social campaign has a growing following and has helped give the City of Boise a method for highlighting key messages aligned with the Mayor’s vision. During the Valentine’s day holiday #IAMBOISE enjoyed its most successful post by celebrating all types of love. A traditionally conservative area, the community welcomed with open arms, the message that was shared in this post and it was by far the most liked and shared post for the City of Boise. Through posts like this the #IAMBOISE campaign continues to be used to engage with Boisean’s in meaningful ways.
I spearheaded the creation of this campaign and led the creative development and execution of the internally executed campaign. All creative has and continues to be done by in-house graphic designers and team members that I managed.
Brand Refresh: City of Boise
With 13 different departments and over 50 brand marks, the City of Boise aspired to be “One City, One Team,” yet their disparate marks presented a different story. Citizens were often confused how to interact with the city and employees lacked guidance on how to communicate on its behalf. The mission was to help unify the look and feel of the city and provide direction on how to write and develop materials accordingly. In just a few months, I led my team to develop this Style Guide and completely new corresponding materials and templates. Rolling this out to 1600 employees we guided the organization and senior leaders through this major organizational shift shaving at least 25% in staff time.
Brand Development: The Stanley brand
Credited for helping bring new life into this 100+ year old food and beverage gear brand, I led two major brand updates for the Stanley brand that helped solidify the brand's positioning and ensure it remained true to its roots in all of its marketing. As the brand grew globally, this strong foundation became critical to retaining the brand's credibility and authenticity with loyal followers while attracting new fans.
Each season the Stanley brand introduced a series of new products centered around the Winter and Summer selling cycles. I led the development of the marketing aspects of the brand’s go-to-market product launch efforts. Featured here are key materials developed to promote the new season of Stanley products. They include catalogs and trade ads specifically. I oversaw the creative direction, wrote the copy and placed the media for the advertising. All creative was then used multiple times for various additional retail and consumer facing marketing materials including retail displays, trade shows, web promotions, and social media.
A go to gift for fathers, the Stanley brand partnered with Eddie Bauer to help drive e-commerce sales during Father’s Day, a major selling season for the brand and retailer. Supported by custom creative, blogger campaigns and promotions, online advertising and social media, sales of Stanley product on www.eddiebauer.com were so successful the retailer increased their in-store purchase of best-selling items for future selling seasons. I led the creative development, agency management, and retail sales integration of this effort working closely with the retailer and the brand’s sales team.
Eddie Bauer Chin Up Father's Day Ad
Eddie Bauer I love you ad
In-Store Retail Displays
To grab shopper’s attention and help drive sales of Stanley product we crafted a Retail Support Program that helped create a better, more accessible space for Stanley product at retail. Where possible, the goal was to create a destination or end cap at our retail partners to help shoppers more easily find insulated food and beverage products which are often scattered throughout a store and can be hard to find.
Working closely with the sales team and retail partners, I oversaw the creative development and production of these merchandising pieces. This included inventory management as well. When implemented sales of Stanley product grew by an average of 35%.
Built for Life Tour
The Built for Life Tour was a multi-year experiential road tour aimed at connecting consumers with the Stanley brand through meaningful experiences. Key to helping grow brand awareness with new, younger audiences, this national tour included a vintage airstream that was refurbished to be a traveling Stanley museum, various event activations as shown here, and various contests and promotions. The campaign generated 82mm impressions, doubling the goal, connected with 344,000 people and grew social media buy 23%.
Since consumer marketing was new for the company when I joined the Stanley brand, I pioneered event marketing at the organization, creating many firsts for the team as we navigated inventory management, event activations, tour management and event sponsorships. I also hired and managed our agency partner employed to help manage this road tour.
Employee Communications & Events
Part of the mission of the Community Engagement team was to improve communications and engagement for the City of Boise’s 1600 employees. Prior to my joining, the city had little communication efforts and relied heavily on external facing messages or events by the Mayor to communicate to employees. A common complaint by employees was they had to hear about what was going on with their employer by reading the news. Employees felt out of touch with what was taking place within their own walls. Our mission was to help change this. In the time that I led the team, we launched an intranet site, developed and executed a weekly internal e-newsletter, and planned and executed a first ever all-hands employee event that brought together City of Boise employees over a two-day event to hear directly from the mayor on how their role helps shape Boise.
Paramount to the success of the City of Boise's State of the City address by Mayor David Bieter, was to engage audience members and residents with meaningful content that sparked interest. These videos are examples of that content and also highlight how the power of video can extend a one day event into a year long dialogue. I oversaw the creative direction for these videos while a team member project managed them in partnership with outside videography partners, Sidewayz Films and Wide Eye Production.
Rhodes Skatepark: Coming together to build awesome
Created for the State of the City, this video made a big impact with skateboard and youth community members and was widely shared throughout their social sites. Again, showing the power of video and it's ability to spread a message, the video along with a few others shot at Rhode's Skate Park, helped cement ESPN's interest in Boise to host the ESPN Road to the X Games in 2016. A globally recognized event, with live TV footage, it helped put Boise on the map to new audiences and positioned Boise as a leading contender for major professional televised events, like the X Games.
Boise: A Welcoming City
Boise is one of the country's largest recipients of refugees and the Mayor wanted to remind residents about its warm and welcoming ways amidst the global controversy surrounding refugees in recent years. This video highlights the impact that a Boise family can have by simply helping a new neighbor. Also used as part of the #IAMBOISE campaign this video continues to encourage residents to welcome others to Boise with open arms.
While overseeing the marketing of both the Aladdin and Stanley brands I oversaw and was responsible for both brand’s global trade show presence. This included creating and constructing trade show booths from large 30’ x 50’ booth spaces to smaller modular spaces in regional shows. I led and planned everything related to these major events including sales meetings, booth events, merchandising, and promotions throughout the trade show halls. A highlight includes orchestrating a 100th Anniversary party on the trade show floor serving 300 whiskey shots with live entertainment, in honor of the Stanley brand’s 100th birthday.