01 — Project details
To support HopSkipDrive’s expansion into the Ohio market, I developed a full campaign strategy from the ground up — turning a geographic growth goal into an actionable, multi-channel plan.
02 — Creative process
I researched market conditions (including bus driver shortages in key districts), then designed a campaign strategy tailored to school decision-makers. I built out messaging, content formats, and a detailed timeline that included PR, email, social media, and community engagement. I also established performance metrics to ensure the campaign would be measurable and adaptable.
03 — Highlights
Created sample announcement email copy to speak to local concerns while emphasizing brand strengths
Designed a content calendar to map tactics to audience segments
Defined KPIs across PR, email, paid media, and community engagement
Prioritized high-impact tactics to match budget and timeline constraints
Developed the messaging strategy and multi-channel campaign plan for a client expanding into a new market. Included press outreach, audience segmentation, messaging, email copy, and performance benchmarks.
Content calendar