Zesty Summer Marketing Campaign

Marketing the limited-time Citrus Foot Scrub and re-featuring the LED Light Therapy treatment

Overview

Working with the VP of Marketing on copywriting, my role is to create the national marketing key art for use by the Brand Marketing Specialist to utilize for social media content, and then build out creative for in store marketing assets shipped out prior to campaign launch in addition to customizable marketing assets for more tailored localized marketing.

Services

Creative/Art Direction

Vendor Management

Q3 2024

Deliverables

Creative Direction and Production Design for the Summer Foot Scrub marketing promotion and non-profit fundraising campaign

• Campaign Art Direction
• Window Clings
• Door Signs
• Flyers
• Social/Digital Ads
• Counter Cards

The Process

Each quarter senior leadership selects a marketing promotion based on previous year’s results, company goals and sets the promotion offer dates. From there, I work with the Brand Marketing Specialist to develop the creative campaign and proceed with building out all needed assets to print specifications, meeting with external vendors to ensure the timely delivery of final products.

The Concepts

Bright & Modern

Refreshing imagery contrasted against our lesser used accent brand colors for a fun and fresh look to match the scent of this limited-time foot scrub.

Vintage Minimalist

Leaning into the feeling of cooling off in the shade with some fresh squeezed juice or kool-aid sold by the kids next door while taking a break from weekend yard work.

Neon Service Image

This concept was inspired by the trend of neons and for stakeholders desire to see use of service imagery.

Classic Lifestyle

The safe concept of the mix with a lifestyle image capturing the revived energy you’ll feel after a refreshing massage and foot scrub or facial and LED light therapy treatment.

The Execution

For this campaign, we moved forward with a combination of the first and second options. Utilizing both the ‘Bright & Modern’ and ‘Vintage Minimalist’ styles throughout the campaign. This provided our franchisee system a plethora of choices in their marketing materials tailored to whether their primary customer base skewed younger or older.

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