GETTING TO THE HEART OF THE STORY

Background

The Getting to the Heart of the Story 12-month 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 assets spanned multiple channels 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

• Assisted strategizing the campaign assets and marketing opportunities

• Created the interactive digital ad and web banners to connect 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

• Managed all assets throughout the 12-month campaign