CASE STUDIES

MESA RIM CLIMBING AND FITNESS CENTER

EVOLVING THE MESA RIM BRAND AND MARKETING PLAN

When I was hired as the Mesa Rim Marketing Manager in 2011, the Mesa Rim brand was in it’s infancy. The brand message and marketing plan was inconsistent, unclear, and unorganized.

With big plans for growth and longevity, Mesa Rim needed a brand refresh and marketing strategy. This included a new brand story, re-design and creation of key visual elements, and creating a consistent voice and personality. By organizing and simplifying the brand identity and putting a solid annual marketing plan in place, I was able to humanize the brand and enhance value for the consumers and partnerships. Mesa Rim has grown to 3 gym locations spread between two states, a Climbing Academy, as well as a Co-Working Center.

 ACHIEVEMENTS

• Doubled Mesa Rim Annual Celebration attendance 2nd year in position
with 25% annual growth in Annual Celebration attendance thereafter.
• Developed operational and brand guidelines to help marketing department expansion.
• Helped get Mesa Rim featured in the morning news 2-3 times per year since 2012.
• Doubled Mesa Rim e-mail subscriber base and social media followers.  
• Sold out movie screenings at Green Flash Brewery 3 years in a row.
• Negotiated and liaised for $20K outdoor building signage.
• Managed annual strategic budget of $36K+ every year.

Mesa Rim is a location-based brand that evokes an adventurous and outdoor lifestyle as embodied through community events, giving back to the local community, and recognizing the wonderful people that help strengthen the meaning of Mesa Rim's brand and what it means to Go. Climb. Building the Mesa Rim brand is my biggest undertaking to date. Over 5 years, this included in-depth brand auditing, annual strategic planning, marketing/communication campaigns, event planning, photography, videography, and graphic design.

DANNI POMPLUN YOGA

The first time I met Danni, I knew he had big dreams as a yogi entrepreneur. I had never met someone so open and honest upon meeting. I'm an introvert and small talk makes me a little nervous sometimes, so I immediately felt myself connected to Danni's candid energy. I love Danni's identification as a devotional warrior and yogi misfit, so when he solicited graphic design work for t-shirts, stickers, podcast cover and more, I was super excited to put together grungy and edgy designs that match his brand vibe and personality.

PROJECT SCOPE

  • T-shirt and sticker designs

  • Designs for web (podcast image, banner ads)

  • Printed material (certificates)

  • Yoga teacher training manual

OM RISING YOGA AND MUSIC FESTIVAL

When I was contacted by yogi, marketing guru, and event co-founder Crystal Higgins to help bring OM Rising to life with a logo, website creation, and graphic design, it was clear that this was going to be an epic project. A unique yoga and music festival happening among beautiful redwoods at Camp Navarro in Mendocino, CA, we wanted to be sure to capture the essence of this experience with stunning and unique visuals. This has been one of my favorite projects to work on because not only do I have adoration for the ways in which yoga presents itself to me (so hippy, I know), but also I've gotten to meet wonderful people that are allowing me to be part of a super grand project that is OM RISING.

I helped lay the foundation for their inaugural year in 2018 and worked with OM Rising again in 2019 to update the poster and website.

Check out the website www.omrising.org and attend what I KNOW will be an unforgettable yoga and music festival.

PROJECT SCOPE

  • Logo design

  • Website Design (font, colors, photos, layout, photo editing)

  • Printed material (posters, postcards, magazine ads)

  • Digital marketing assets (online ads, social media graphics)

NORTH PARK BEER CO.

But seriously, have you tasted their beer? North Park Beer Co. had a lot of events happening and information to get out, yet little attendance and even less communication on their marketing channels. They thought they just needed a social media manager, but after a deep dive consultation, it was clear that in order for NPBC to grow, they needed consistent communication via multiple channels with their target audience.

PROJECT SCOPE

  • Weekly meetings to go over social media posts and emails

  • Weekly content creation for social, email, and ads - Photo, video, and copy

  • Continual testing of posts for engagement and following

  • A/B testing for email campaigns

  • Onsite photography for select events

HIGHLIGHTS

  • NPBC Instagram had about 14.5k likes when we started the project and 22k when completed

  • Email subscribers went from 1200 to roughly 3500 after POS extraction solutions

  • Email open rate above industry average at ~22.5%

  • Pierponts Imperial Porter Bottles sold out in 30 minutes

  • Over 200 tickets were sold for 3-year anniversary

  • Sold out of Macaroons Before Dying in 40 minutes

  • Shot over ~1000 photos and ~30 stop-motion, b-roll, and interview videos

ADVANCED PROPERTY SOLUTIONS

APS General Contractor is a property solutions company that uses their experience, craftsmanship, efficiency, and customer service skills to help their clients realize their dream by performing the highest quality construction work on time and on budget. APS was in the process of updating their website when they hired me to take head shots of their team for the site, including team photos. The goal was to have a unified look of their team on the site instead of a bunch of random photos and selfies of their crew. The location we chose was inspired by the type of work APS does — creating stunning spaces where the beauty is in the details and everything is is handcrafted.

PROJECT SCOPE

  • Head shots for APS (2 looks) + team photos

  • Consultation on style of shots and what to wear

  • Location scouting for shoot day

  • Photo retouching and resizing for website