Dear Hawaii

Role

Content Development Specialist

Project description

The “Dear Hawaii” integrated marketing campaign, led by Stephanie as the Content Development Specialist, aimed to enhance messaging and broaden the audience reach through both internal and external strategies.

Internal Campaign Initiatives:

  • Employee Engagement: Implemented an employee giveaway encouraging staff to share personal stories of kuleana (responsibility) or mālama (care), resulting in 100 entries.
  • Intranet Promotion: Featured “Dear Hawaii” advertisements on the company intranet to familiarize employees with the campaign’s brand values and messaging.
  • Email Outreach: Conducted an email campaign to educate employees about the “Dear Hawaii” initiative.
  • Interactive Activities: Organized activities such as voting for favorite Hawaii locations and a talent call for participation in commercials.

External Campaign Strategies:

  • Social Media Engagement: Launched a social media giveaway and shared employee stories to connect with the public.
  • Brand Education: Utilized social media platforms to inform the public about the brand’s values and messaging.

Highlights

Project & Vendor Management

  • Managed a production budget of $80,000 to create various creative assets, including images, social media videos, commercials, email banners, and digital ad banners.
  • Oversaw a team of vendors specializing in creative and branding, media buying, digital paid ad management, and community partnerships.

Strategic Planning

  • Developed comprehensive project plans for both internal and external campaigns, ensuring leadership approval at each stage.
  • Monitored campaign performance and adjusted strategies as needed.

Branding

  • Ensured uniform messaging and branding across all tactics and mediums.
  • Created a content strategy to repurpose materials from each campaign to support ongoing branding efforts.

Lead generation

  • Maintained consistent ad creative and messaging across various channels, including TV, radio, OTT, CTV, Google ads, Meta ads, and partnerships with media outlets like PBN, Pacific Business, and Hawaii News Now.

Skills and deliverables 

Account management, social media ads, display ads, SEM, YouTube ads, performance reporting, lead generation, reporting and analysis, copywriting, copyediting, landing page optimization, production, creative design production, vendor management, project management

Creative

Landing page optimization and creative asset management – Dear Hawaii

TV, CTT, OTT commercial

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