GETTING TO THE HEART OF THE STORY

Background

The Getting to the Heart of the Story year-long integrated branding campaign supported local journalism for the Times Union showcasing serious, lighthearted and sentimental stories from newspaper journalists through photographs taken by staff photographers.

 

Media

Campaign materials spanned multiple platforms and media utilizing digital and traditional marketing strategies with print, web, digital marketing, television and movie theaters.

 

Campaign

Print ads, interactive digital ad, static and interactive web banners, social media, videos

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What I Did​

• Conceptualized the campaign idea

• Presented the concept to stakeholders

• Selected the visuals for all campaign assets

• Designed and wrote copy for all print assets and majority of the digital assets

• Created the interactive digital ad and web banners with rollovers and links connecting to the company website

• Collaborated with a production company to create videos 

• Wrote the original video script, provided the visuals, reviewed proofs, communicated revisions, assisted with selection of music and voice talent and provided input for the voiceover during the recording session

• Assisted strategizing the campaign materials and marketing opportunities

• Managed all assets throughout the year-long campaign