Nike online+offline Experience integration
Originally from a first-responder & daily deadline newsroom background, since 2008 I’ve leveraged dotcom, social, mobile and email channels to generate O2O experience integration in support of live events for sports conditioning, enterprise tech, and premium global brands. These tactics use FOMO (fear of missing out) to drive awareness, affinity, and attendance. My engagement strategy includes event previews, demand-gen, real-time event coverage and livestream amplification, which increase participation and attendance for the industry conferences and live events I support.
my role:
Brief >> Creation >> Execution — Program Manager, Content Strategist, Producer, Digital Copywriter, Content Creator integrating online & offline experiences amplifying live events via organic engagement, paid search & social, web, mobile and email channels supporting TA, NikeUNITED, executive influencers, and Global Brand stories.
Digital strategy & content creation for live events supporting Nike N7 product category, Nike Native American Network, National Society of Black Engineers, Lesbians Who Tech, Black Women Talk Tech, JDI Day and other internal & external event partners.
Creative partners included:
Contract Graphic Designer
Contract event Photographers
NikeUNITED Networks
Numerous Nike TA recruiters
reSults:
Launching my FY19-Q4 content strategy informed by my independent FY18 content audit tripled the new-follower acquisition rate to 114k/month through the first 90 days of my recalibration of cadence, content mix and inclusion & representation ratio.
