This section outlines integrated marketing strategy frameworks designed to align messaging, campaign sequencing and sales enablement. Each roadmap and campaign reflects structured thinking around audience targeting, channel selection and lifecycle progression
ANOVA Marketing Strategic Roadmap Summary
This roadmap outlines a phased strategy designed to evolve ANOVA's marketing function from foundational alignment to a scalable growth engine. Beginning with an assessment of where the organization is today, the roadmap focuses on building clarity around marketing's role in supporting business objectives, customer relationships, and long-term growth.
Early initiatives center on establishing a strong presence through social media and email marketing, creating consistent touchpoints that amplify brand voice, engage key customer segments, and nurture relationships over time. These efforts feed directly into a structured lead generation engine, aligning marketing activity with the buyer journey and supporting sales through optimized messaging and outreach.
As momentum builds, the roadmap emphasizes product and brand marketing to ensure clear positioning, differentiated messaging, and internal alignment across teams. This foundation supports the launch of a Thought Leadership Institute, positioning ANOVA as a trusted authority in industrial monitoring through high-value content that educates, informs, and drives credibility.
Looking ahead, the roadmap creates a flywheel effect — where marketing initiatives reinforce one another, strengthen collaboration across teams, and position marketing as a strategic driver of growth for ANOVA.
ANOVA Strategic Roadmap
Integrated Fundraising & Awareness Campaign
This project involved leading a full integrated marketing campaign for the Brain Injury Association of Nebraska, a nonprofit focused on education, advocacy, and support for individuals living with brain injuries. Serving as Account Executive, I led a cross-functional team of creatives and strategists, managed client communication, and presented campaign recommendations directly to BIANE stakeholders.
The campaign was grounded in primary and secondary research, including surveys, interviews, conference insights, and media habit analysis. Based on these findings, we developed a 100-day fundraising and awareness strategy designed to increase donations, attract new donors, and strengthen statewide brand awareness.
The final strategy included a multi-channel media plan spanning social, radio, TV, print, PR, brand partnerships, Google Ads, and community events. Clear SMART goals, budget scenarios, messaging frameworks, and measurement plans ensured the strategy was both realistic and scalable. This work demonstrates my ability to translate research and insight into actionable, client-ready marketing strategy.
The campaign was grounded in primary and secondary research, including surveys, interviews, conference insights, and media habit analysis. Based on these findings, we developed a 100-day fundraising and awareness strategy designed to increase donations, attract new donors, and strengthen statewide brand awareness.
The final strategy included a multi-channel media plan spanning social, radio, TV, print, PR, brand partnerships, Google Ads, and community events. Clear SMART goals, budget scenarios, messaging frameworks, and measurement plans ensured the strategy was both realistic and scalable. This work demonstrates my ability to translate research and insight into actionable, client-ready marketing strategy.
Role & Responsibilities:
• Served as Account Executive and primary client liaison
• Led a cross-functional team of creative and strategists
• Directed campaign development from research through execution
• Synthesized primary and secondary research into actionable strategy
• Presented final campaign recommendations to client stakeholders
Plans Book Snapshot
The BIANE campaign plans book outlines the end-to-end strategic framework, including research insights, audience personas, campaign objectives, integrated media planning, and performance measurement. As Account Executive, I supported the development and execution of the deliverable, helping translate strategic inputs into a cohesive plan aligned to both brand and creative direction.
View the full plans book here: BIANE Campaign Plans Book
View the full plans book here: BIANE Campaign Plans Book
Conceptual Fundraising & Awareness Campaign
This plans book was developed as part of a university-level strategic communications course and represents a conceptual client engagement. The project was designed to simulate a real-world nonprofit-brand partnership, requiring comprehensive research, strategic planning, and integrated execution.
The Challenge
Urban communities often experience limited access to green spaces and environmental education, resulting in lower awareness of the benefits trees provide to public health, climate resilience, and quality of life. The challenge was to create a campaign that could break through urban apathy, educate diverse audiences, and motivate immediate and long-term engagement.
Strategy Approach
The strategy centered on an experiential-first model supported by digital amplification. By combining education, participation, and storytelling, the campaign was designed to create emotional connection while driving measurable actions such as pledges, donations, and brand engagement.
Integrated channels ensured consistent messaging across in-person activation, social platforms, and digital touchpoints, allowing the campaign to scale beyond the event itself.
Role & Responsibilities:
• Led campaign strategy development from insight to execution
• Conducted audience research and competitive analysis
• Defined campaign objectives, KPIs, and success metrics
• Developed messaging frameworks and tone-of-voice guidelines
• Collaborated with a cross-functional student team on execution
• Presented final recommendations through a comprehensive plan book
Plans Book Snapshot
The plans book outlines the full strategic framework, including research insights, audience personas, campaign objectives, integrated media plans, and measurement strategies. The final deliverable demonstrates the ability to translate data into actionable strategy while maintaining brand alignment and creative consistency.
View the full plans book here: Arbor Day Foundation Campaign Plans Book
View the full plans book here: Arbor Day Foundation Campaign Plans Book
