CREATIVE DEPARTMENT SHAREPOINT Site
I built a Microsoft Sharepoint site for the marketing department, centralizing creative resources that had previous lived in scattered emails, Word files, and bookmarks. Daily production toolkits, corporate marketing resources, and syndicated programming assets are now efficiently accessed through this intranet.
Paid Social Advertising
I developed and continuously refine WKYC Studios’ paid social advertising strategies that puts us in front of our target consumers on all of their favorite platforms. Digital marketing is employed for company image, app downloads, lead generation, and contests. Our talent is our differentiator and is prominently featured in our creative.
Paid ads centered around station image and branding typically appears in the forms of videos and slideshows. KPI vary by campaign.
My digital marketing strategy includes placements social (including YouTube and LinkedIn), search engine marketing (SEM), email marketing, and over-the-top (OTT) streaming.
In addition to digital marketing for our organization, I work closely with our sales team to execute digital ad buys.
Native Roku Advertising
It’s important to be where your consumers are. If they’re in front of a TV, they’re likely streaming something.
I kicked native Roku advertising into high gear. Our ads are talent-driven and feature simple messages. Creative is consistent across all platforms.
Our efforts were met with great success; all OTT advertising campaigns hit at least 125% of each’s paid goal.
WKYC’s in-house marketing archive existed solely on the storage media of its time. Aging film and obsolete digital formats threatened the long-term preservation of our popular and precious promotional spots.
Working closely with our editors and self-described archivists, and with the help of some retro technology, we digitized media from the 1980s onward. The digitized spots are cataloged in a master Office 365 spreadsheet and the video files are stored securely in the cloud.
More recent media, including digital headshots of current and former talent, are part of this archive and are also cataloged in the master sheet.
User Interface Design
As a Digital Content Producer at WKYC, I worked on various special projects for the station’s digital platforms. These projects included long-form articles, data-driven investigative reports, and user interfaces. Many of these projects were created using a mix of Adobe Dreamweaver and a proprietary CMS. Below is an example of some of my digital user interface work from 2014 through 2015.
When it came time to select a commercial CMS, I was part of the team to evaluate potential vendors, website experiences, and interface design.
I produced several long-form digital storytelling projects for WKYC.com. Our largest project was a data-driven deep-dive on domestic violence in Northeast Ohio. WKYC partnered with Kent State University’s School of Media & Journalism beginning in the 2014 Fall semester. Kent State University offered a “Data Journalism” course to students who wanted to learn more about public records and data project.
The students worked together to collect public records about Domestic Violence in Northeast Ohio. Their work led to the gathering thousands of records about indictments and convictions for domestic violence and restraining order violations in Summit County. Stories about domestic violence were produced by students and WKYC and included in a special section of WKYC.com which showcases the findings. I also worked on a corresponding marketing campaign for digital and broadcast.