Too Hot for Spot
Launched consumer education campaign about the dangers of leaving your pet in a hot car. Marketing vehicles included: 175 billboards state-wide, car magnets, TV, radio, and print PSAs, and a live demonstration at the Massachusetts State House with Governor Charlie Baker. Thanks in part to ARL’s advocacy efforts, “Too Hot for Spot” became law in 2016 with the passing of Senate Bill 2369 An Act to Prevent Animal Suffering and Death.
Launched consumer education campaign about the nine things to consider before you board your pet because, currently, there are no state-wide regulations that govern boarding kennels and animal daycare facilities in Massachusetts. As part of the 2019-2020 legislative agenda, ARL is actively supporting the bill, An Act protecting the health and safety of puppies and kittens in cities and towns, which would establish regulations within the operation of boarding kennels and daycare facilities, such as: staff qualifications; provider/dog ratios; play group size and supervision; facility and maintenance requirements; dog handling; emergency response training; insurance; and more.
The RESPECT! Campaign
Brought awareness to and raised $50K for The RESPECT! Campaign by collaborating with Grammy award-winning artist, Ne-Yo, the celebrity spokesperson for Macy’s Alfani Red label, and the Family Violence Prevention Fund (FVPF). Consumers were driven to the Alfani Men’s micros where they could exclusively download Ne-Yo’s song “Heroes”, which he wrote and recorded for Macy’s. For every song download, Macy’s donated $1 to the FVPF, up to $50K. Ne-Yo premiered the song on Late Night with David Letterman and released it at a media listening event at the NYC club SL. Supporting media included: a full page ad in GQ magazine, digital banner ads on Ask Men, GQ, Pandora, and Sports Illustrated, and a video on the Herald Square Jumbotron.
Greg Norman for Tasso Elba
Launched campaign to maximize Macy’s association with Greg Norman to elevate the Tasso Elba brand’s image and awareness as a credible resource for golf apparel. Supporting media included: billboard advertising in 6 Florida markets, print ads in Golf Digest and Athlon Sports Golf Magazine, a macys.com sitelet, direct mail, and digital ads on Golf Digest and run-of-site on Tremor and BrightRoll networks. Developed and executed “Tee Off with the Shark” sweepstakes where Macy’s shoppers could enter to win a trip to Florida to play a round of golf with Greg Norman. Helped organize Greg Norman personal appearance at The Gardens in Palm Beach, Florida, where he was interviewed by “The Golf Channel” personality John Hawkins. Over 150 Macy’s shoppers and local TV media and Sports Radio were in attendance. Promoted event through direct mail to 2,500 Macy’s customers, Golf Digest e-blast, ROP, press release, and in-store event posters and counter cards.
Developed and executed omni-channel strategy for the Animal Rescue League of Boston’s 2018 #GivingTuesday campaign, which raised over $236,000. Celebrated annually on the Tuesday following Thanksgiving, #GivingTuesday is a global day of giving back to the charities you hold most dear. This year, ARL’s Board of Directors, Past Board Members, and President teamed up to offer a challenge: when a donation was made online between 11/13 – 11/27, the gift was generously matched dollar-for-dollar, up to $100,000. The campaign received over 150,000 impressions on Facebook, Twitter, and Instagram. Marketing efforts included: 7 e-newsletters ($47,817), Facebook Live videos ($1,860), Facebook Fundraisers ($7,520), social media ads ($2,625), and half-page ad in the Boston Globe ($1,075).
Rockport - Nordstrom Launch
Launched 2013-2014 collection in Nordstrom by creating and executing an interactive training program for 1,000+ sales associates, digital campaign, direct mail, and visual package to create consumer awareness and drive store traffic, which resulted in a 19% peak sell-thru rate.
INC Editor at Large
Launched INC Editor at Large campaign featuring exclusive videos of style editor Tom Stubbs giving tips on how to style the collection. Created an INC sitelet, and ran a homepage takeover and banner ads on askmen.com. Helped organize press event at Parlor, NYC.