Project Description
While employed at Mote Marine Laboratory & Aquarium (Sarasota, FL) I was in charge of overseeing the marketing of “Protect Our Reefs,” a coral reef fundraising program.
After completing a Marketing Plan with quantitative research it was determined that a portion of our target market were avid fishermen. I created a marketing/ad campaign that was aimed specifically at educating anglers that healthier coral reefs meant healthier fisheries, therefore encouraging them to buy the license plate. We ran print ads in Florida Sportsman magazine (amongst other periodicals) highlighting the importance of coral reefs in reference to fishing.
My responsibility in the campaign included:
- Quantitative research and analysis
- Creative theme
- Copywriting
- Marketing through social media, online media and ad placement
- Working with Creative Director on ad design
