I am a Marketer
Marketing tells a compelling story and invites a person into an experience they want to have and share with others in multiple mediums - written word, spoken word, video, web ads, OOH, with social influencers . . .you get the idea. My marketing and communication plans take a deep dive into your audience and speak to them where they are at and with what they’re interested in garnering you results. I recently headed up marketing and communications for the 2019 Evergreen State Fair which resulted in record breaking attendance, new audiences reached, and award winning advertisements. As an integral origin member of the team who launched the new visitor destination brand of “Seattle NorthCountry: True PNW” for Snohomish County, we skyrocketed destination visibility and positively affected visitor behavior. I can lead teams and businesses through SWOT analyses of current plans and focus teams on their “WHY/North Star Objective” reigniting passion and dislodging the status quo. Below are a couple of examples from campaigns I led or was a part of.
“Monroe or Bust” - 2019 Evergreen State Fair
I led marketing and communications for the 2019 Evergreen State Fair. Our main campaign centered around “Monroe or Bust.” Our goal was to communicate where the fair was located and peg it as THE MUST LIST summer experience to have no matter the traffic, cost, or other activity options out there. With the mass influx of new residents to the area (one of the largest growth centers in the country) and with the name/date change of another large Seattle Metro area fair which now included “State Fair” in their title and overlapped the Evergreen State Fair dates, we needed to educate, differentiate, and be THE fair to experience. We also wanted to reach new audiences who felt fairs weren’t relevant to them offering new experiences like beer and wine gardens, artisan markets, local delights, food trucks, new concerts, and highlighting hands on experiences with textiles, farm fresh food, and entertaining speedway events. “Monroe or Bust” encapsulated all of this not only garnering record breaking attendance of over 355,000+ people but also international award winning advertising recognition from IAFE.
425 Magazine placement. Graphic design: Amy Craven.
Seattle Magazine Email Must List
Expanded our OOH reach in fun and playful ways enticing those sitting in traffic to get to the fair and have a ball.
Aloe Blacc concert at the Evergreen State Fair as a MUST LIST for Seattle
Offering entertainment that matters to new audiences…
…and capturing those stories in the moment. Julian beat cancer with the help of Aloe Blacc’s music. When Julian got to meet his hero at the Evergreen State Fair, well, watch for yourself… gorilla tears.
Reaching the Seattle metro audiences across multiple platforms.
One or two other highlights:
Our team successfully sold out special events to audiences over 5,000.
We completely revamped the programs and offered Spanish options, a first for the fair, with plans to expand into more languages. All are welcome at the fair.
The Bull
Seattle NorthCounty for Snohomish County
I was an integral member of the team during the creation and launch of the new visitor destination brand of Seattle NorthCounty for Snohomish County. We set out to not only increase overnight stays but to also positively influence visitor behavior in the area — behavior that would benefit residents, businesses, and the beautiful natural resources of the area as well as the visitor themselves. I worked hand-in-hand with the Snohomish County Tourism Bureau and Milltown Creative, our brand development and marketing firm, to create the new brand.
Rolling out Seattle NorthCountry for the first time with the Snohomish County Tourism Bureau (SCTB) and Milltown Creative.
Represented Snohomish County in presenting the new brand — initial LIVE webinar to stakeholders. You can hear me at 5:00 minutes in. Watch the webinar HERE.
Developing brand pillars.
Identifying our ideal visitor.
Developed with the SCTB snd Milltown Creative a new Hiking Guide and Snohomish County Parks map that was contemporary, gift-like, user friendly, and educational.