I’ve been fortunate throughout my career to have gained experience in the many components that fall under the communications umbrella including marketing, public relations, and advertising. Social media marketing has also been a staple responsibility along my career path, both in-house and for an array of clients, working hand in hand with both consumer and business-to-business facing accounts.
Poké Draft |Silverton Casino Hotel
The number one factor to capitalize on a trend is timing. On July 6, 2016, Pokémon Go was released in the United States, with an overwhelming response to the new app, many were not even able to download it due to servers crashing until the following week. It is no coincidence that July 11, 2016, after a weekend of new users being onboarded to the app, is also the day Silverton Casino launched their Poke Draft promotion offering $2 draft beers to all guests who were able to show that they are using the Pokémon Go app at Silverton Casino’s Mermaid Lounge, which doubled as a Poké Stop. Silverton Casino took to social media, the number one way to reach users of the application to spread the word, promoting an ad on
Facebook for merely $30. The organic reach of the post spread to 35,909 and the paid reach stretched to 28,936, eliciting over 4 thousand reactions, comments, and shares across the platform. In return, Mermaid Lounge noticed a rise in both customers and sales, boasting a 5.5 percent beer revenue increase, as well as a 10 percent increase in weekly checks during the same time period. In conjunction, wine revenue also increased 17.2 percent during this time while setting off lure modules from within the app at the lounge.
This campaign has been acknowledged as a PR News Social Media Awards Honoree.
Dinner with a Fire Fighter |Henderson Professional Fire Fighters
Targeting your audience is crucial when it comes to quality engagement and results. With election season around the corner, the Henderson Professional Fire Fighters sought a way to communicate with voters to express their needs to best serve the community of Henderson, Nevada. I created the campaign “Dinner with a Fire Fighter” to physically bring those individuals to the table. Through the use of targeted page promotions on Facebook and coinciding collateral on Twitter and Instagram, their Facebook page followers grew over 20 percent during the two-month span of the campaign. One winner and a guest per social platform were randomly chosen to join the firefighters as they prepared dinner for the guests and took them on a tour of the fire station. The buzz also enticed local councilmen to join, further bringing awareness to the needs they sought to give a voice to.
1 October |Professional Fire Fighters of Nevada
Everyone prepares in the event crisis communications are necessary with the hopes of never having to put that skill set to use. October 1, 2017, Las Vegas, Nevada experienced a tragedy at the hand of a gunman, ultimately taking the lives of 58 concertgoers at the Route 91 Harvest Festival. Acting quickly meant aiding with the social media accounts for the Las Vegas-based American Red Cross to assist in communication efforts before rushing to the International Association of Fire Fighters Local 1285 to strategize the best way to get in front of the recent events. Social media was a necessary piece in a large joint effort established with a press conference held the following day to address the tragedy at hand. This press conference was well attended by media as well as by social media users, reaching over 14,000 viewers on Facebook Live resulting in both local, national, and international coverage. A necessary tool to share the bravery and sacrifice of the men and women of the Professional Fire Fighters of Nevada.
This campaign has been acknowledged with a PRSA Crisis Communications Award of Excellence.