Strategic management of the outbound marketing including oversight of the omnichannel responsibilities such as social marketing, campaign strategy, content creation, media planning, metrics, and analytics is needed to drive engagement and growth in a competitive retail market.
Nike Zoom Pegasus Turbo Fleet Feet Brand Launch.
To promote the release of the Nike Zoom Pegasus Turbo, Nike and Fleet Feet corporate chose the Fleet Feet Chicago in-house team to lead a group of models and creatives to create digital assets of the shoes to be used for Fleet Feet’s corporate marketing strategy which consists of 175+ locations.
As a creative director, we focused on creating a local, authentic activation to build hype for Nike Zoom Pegasus Turbo and generate momentum towards the Bank of America Chicago Marathon. Finding authentic models who live and breathe the Chicago running scene was important to capture the environment of the culture.
My role and expertise used in this project include the following: location scouting, creative direction, talent scouting, project management, and social media strategy.
The Distance Lab.
An innovative pop-up retail experience with Nike for the Bank of America Chicago Marathon.
As the Bank of America Chicago Marathon approached, our team built a space as a hangout, an innovation lab, and most of all an inspiration center. Over the course of a month Fleet Feet dropped official Bank of America Chicago Marathon Nike merchandise, launched the world’s fastest shoe, the Nike Zoom Vaporfly 4% Flyknit, and hosted an intimate experience with Bank of America Chicago Marathon winner Mo Farah, all from the Distance Lab.
Q&A with Mo Farah and Knox Robinson.
Curating unique experiences in a retail space allowed us to build new customers and re-engage old customers.
My role and expertise used in this project include the following: creative direction, project management, event planning, marketing, and social strategy.
Fleet Feet Track & Field Spring Social Campaign.
Realizing that the track and field category had massive growth potential, we worked with our vendors on a paid social campaign to increase sales both in-store at the local level and online on an e-commerce level. While defining the essence of track and field heritage and the importance of the decision that goes into choosing a track and field spike.
I designed a wireframe and landing page to be implemented by the Fleet Feet corporate team to create an organized and streamlined online shopping experience.
Utilizing customer lists and relevant keywords, I was able to target new and existing customers during the track and field season primarily on Instagram.
My role and expertise used in this project include the following: project management, copywriting, and ad spend.
Strava #GiveKudos Campaign. Executed in Chicago.
“Not all thumbs are a like”.
Fleet Feet Chicago partnered with the company to bring #GiveKudos to life. By activating with their field marketing team on a ground level, we were able to support, engage, and bring awareness through authentic conversations with runners on Chicago’s lakefront path.
To activate digitally, I partnered with Strava on a paid social campaign to raise brand awareness, bring new users to their app, and increase club members on Fleet Feet’s club page.
My role and expertise used in this project include the following: project management, creative direction, paid social, and social strategy.
50 Public Restroom Alternatives Along Chicago’s Lakefront Path.
Content marketing using public-powered journalism to create an interactive map of public restrooms along Chicago's lakefront path.
Chicago's lakefront path restrooms close during the fall and winter seasons. This is a problem for the Chicago running community who run year-round.
As a solution, we created an interactive Google map to outline 50 user-submitted alternative restrooms. The interactive map was put together with help from user-responses on the Chicago running community on Reddit and our Facebook and Twitter followers.
My role and expertise used in this project include the following: project management, creative direction, paid social, and social strategy. Photographer: Christian Rasmussen.