This hybrid approach allowed us to maintain emotional authenticity while maximizing speed and visual impact across platforms.
Multi-Channel Marketing Strategy Our campaign spanned national and local media, including:
• TV and radio commercials • Billboards in key corridors • Targeted social media assets • Multilingual flyers (English and Spanish) • A 47,000-household Every Door Direct Mail (EDDM) campaign
For the EDDM campaign we used U.S. Census Bureau data to identify neighborhoods with the highest healthcare needs. Using data-driven targeting helped ensure that resources reached those most likely to benefit, maximizing both impact and efficiency of the campaign. Impact & Reflection Even given the technical complexity, the goal of each campaign is human results, and success is measured by a convention center filled with thousands of patients and the volunteers there to serve them free of charge, and the stories and messages we receive during and throughout the event are the reason why I design: to communicate, mobilize, and transform communities.
This project is a reflection of my approach to creative direction, leveraging technology not for its own sake, but in service of people, rooted in storytelling, driven by strategy, and shaped by real-world need.
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