Novant Thanksgiving Eve Parade
I had the opportunity to run with this campaign, from strategy to design and execution. I played off of an existing campaign, Allen Tate Feels Like Home, to create the Allen Tate Feels Thankful campaign. Deliverables included graphics, social media strategies, internal promotion, social media stickers + gifs, giveaways, a televised commercial, and coordinating event coverage/participation. I also used this campaign to tie in with Giving Tuesday through the Tate Cares Initiative, which supports local arts and education in our region. This project was exceptionally fulfilling and I am thrilled with how everything turned out.
Campaign Design
I played off of an existing campaign, Allen Tate Feels Like Home, to create the Allen Tate Feels Thankful campaign.
Social Media Campaign
These graphics were released internally to 2100+ agents to use on their social media. The messaging reflects both broad company messaging as well as hyper-local messaging. I also wrote and distributed coordinating Copy examples for the agents to use.
Email Campaign
I wrote and designed the email that was sent both internally enterprise - wide and externally, to a combined audience of 26,000+. The email included a Thanksgiving message, a letter from our CEO, and the commercial I produced.
Parade Activation
Charlotte area agents signed up to participate in the televised parade. They wore branded sweatshirts and passed out branded hand warmers, candy, and microfiber cloths. We designed the float to be a branded gingerbread house - which looked great! I was on hand to capture real - time content for our social media channels.
Feels Like Home Commercial
Included in this partnership was a 30 second commercial to be aired during the parade on WBTV in the Charlotte, NC region, covering the NC Piedmont and mountains and northwestern South Carolina. I conceptualized the commercial plan, researched + acquired rights to music, gathered media and created + produced the commercial from scratch. I used a combination of Adobe Rush, Illustrator, and Premiere Pro. It plays on our current Feels Like Home campaign and features 'Feels Like Home' by Drew Holcomb.