Art Direction / Branding / Digital / Print / Social Media

Project Brief:
Each quarter, franchisees rely on centralized marketing campaigns to drive local engagement and support sales promotions. However, adoption and consistency across locations varied, limiting overall campaign effectiveness and brand cohesion.

For the Q4 promotional campaign, the goal was to create a cohesive, high-impact marketing system that franchisees could easily implement across channels while increasing engagement with provided tools and assets.

Approach:
I led the creative direction, design, and execution of the Q4 campaign, partnering closely with the sales team to align promotional messaging with business goals. I developed a comprehensive omnichannel campaign that included print ads, digital ads, social media content, email marketing, door hangers, and direct mailers.

To improve adoption and ease of use, I created a scalable campaign toolkit tailored for franchisees. This included customizable templates in Canva, enabling teams to quickly localize and deploy assets while maintaining brand consistency. The toolkit was designed to remove friction, streamline workflows, and empower franchisees to execute the campaign effectively across their markets.

Outcome:
The introduction of the Q4 campaign toolkit and targeted push for Canva adoption led to a significant increase in engagement. Canva template usage increased by 167% compared to Q3, demonstrating stronger adoption and utilization of marketing resources across franchise locations.
The campaign improved consistency across markets, increased speed to launch for local promotions, and strengthened alignment between marketing and sales efforts.