Role
Content Development Specialist
Project description
To extend the messaging and audience of the UHA Connections advertising campaign, I developed different storytelling deliverables that can be used throughout the year.
Highlights
Project management
- Oversaw the production budget of $80,000 to produce creative assets which included images, social media videos, commercials, email banners and digital ad banners
- Oversaw a team of vendors in creative and branding, media buying, digital paid ad management and community partnerships
Strategic Planning
- Managed the content calendar and ensured the deliverables of this campaign supported marketing initiatives and branding
- Repurposed content for different channels – UHA owned and paid
Branding
- Increased visibility by partnering with well-known brands like YMCA and HPCA
- Developed stronger partnerships with each brand
Lead generation
- Ensured the ad creative and messaging were consistent throughout all ad channels. Channel distributions included TV, radio, OTT, CTV, Google ads, Meta ads, paid media partners – PBN, Pacific Business, and Hawaii News Now
Deliverables
B2C
- Testimonial highlighting a customer testimonial from a well-known brand
- Telling Cassidy’s story and how he practices preventive care to show up as his best self
B2C TV, CTT, OTT commercial
Landing page optimization and creative asset management
Content creation
Skills
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
