tessa shoe | portfolio

CLT Rats
‍Background: Not every campaign is just about drumming up business, sometimes it's about taking a stand for your community. At Killingsworth Environmental, an Anticimex Company, we noticed a correlation between Charlotte's Lightrail system and rodent activity, Unfortunately, this activity was only increasing, risking the health of those in the city. So - we took action.
My role: I planned, managed, and executed this campaign. Informing the community about this issue is one of the most important and high stakes challenges I've taken on. I thoughtfully planned out where and how we would advertise this, being especially careful to be less about the brand and more about the issues at hand.
Challenges: A large challenge with this campaign was, of course, the inevitable push back from the city. Additionally, there was a learning curve for the pubic to understand the risks rodents pose as well as what our SMART system can do.
Results: The CLT Rats campaign made quite the buzz. The landing page rapidly rose to the most popular landing page on our site behind the homepage. There have been lasting results as rat issues have become a large topic of conversation and news coverage in Charlotte. Of course, this campaign also brought in leads and sales, but most importantly it shed light on a real issue and got people talking about something that people are typically too ashamed to speak of. Opening that conversation and reducing the stigma has been a highlight of my career.
Bonus Info: Check out the news coverage on this campaign - WCNC pt 1 | WCNC pt 2 | WBTV | Axios

Homeside Take It To The House Sweepstakes feat. Garrett Wilson
Background: My team was working with leadership to bring on a top producing Mortgage Originator. In doing so, one of the leading recruitment tactics to bring them on was to show off our marketing prowess.
My role: This was one of my favorite projects I've ever worked on. We were given a $12,000 budget and a request to create a successful partnership with one of a select few Ohio State football players. Naming, concept, branding, design, copy, and more were tasked to me.
Challenges: When we originally started working on the ideas for this partnership we had an entire season to work with, however when onboarding finally took place it was the end of the season. We were challenged with turning our large ideas into a much shorter campaign going into Bowl Game announcements. Additionally, this was the first season college athletes were able to be paid for endorsements. This was uncharted territory to navigate. Lastly, the budget was tight. After contracting with Garrett Wilson we had $2,000 remaining for advertising, photoshoot, and prizes.
Results: After the sweepstakes was launched we were able to get our new hire hundreds of leads in the Columbus, OH area within a week span - an extremely difficult feat in the retail mortgage space.
Bonus info: Check our the sweepstakes website here.

Brad Keselowski Hero Card
Background: While Alliance Truck Parts (ATP) Racing was a client, we worked on many projects - however the Hero Card was always a favorite. In racing, Hero Cards are a unique collectible and working on Brad Keselowski's was a real treat.
My role: At the time I was an Account Manager for ES3. I was tasked with managing this project from start to finish, working directly with ATP Racing and Team Penske, managing printing and distribution, overseeing design, and the overall success of the project.
Challenges: For this project we had a lot of stakeholders involved. Working on the legal alone for NASCAR, Team Penske, ATP Racing, and Alliance Truck Parts in general was quite a feat in itself. Additionally, when we were creating this Hero Card, the car was in the midst of changing several sponsors on the wrap so we had no accurate images to work with. A lot of editing went into making the car look just like it was going to on the track. Lastly, we continued to run into issues getting the yellow just right when printed. It took several rounds with our vendor to perfect the print but we got it there.
Results: This Hero Card made its way all over the country for NASCAR races. It now serves as a collectible for many fans across the nation.

StrikeCity Human Bowling
Background: As a big believer in strong community relations, one of my favorite projects in the community was managing a sponsorship with local AHL team, the Charlotte Checkers. We worked directly with their staff to implement a multifaceted partnership which included human bowling as in-game entertainment between periods and a Bowl with the Checkers charity event.
My role: I managed this partnership for StrikeCity. Whether it was managing the contract and payment, being ice level to help facilitate the promotion, or planning and executing the charity event, I was hands-on from start to finish.
Challenges: When you think of a fun outing, bowling isn't high on most lists. Let's be honest, bowling isn't "cool"... but we made it cool. One night we even had NASCAR drivers like Joey Logano join in on the fun, catching the eye of GoPro and expanding awareness of our brand nationally.
Results: Before and after Checkers games we began to get an influx of visitors to eat, drink, and bowl. Additionally, we saw an influx of tourists over the next year.

Elite Support Training Events
‍Background: This one may be less exciting as the projects above but it's still a great one. At the time, Daimler was a client and we were working directly with their Elite Support initiative. Learn more about this initiative here.
My role: I worked on this initiative as an Account Coordinator and Account Manager with ES3. Our team created training content, designed training materials, planned all of the training events, were on-site support for the training, planned their Summit, and so much more. I was integral in all of those tasks however I was a major player in all of the event planning.
Challenges: Being that deeply involved in an initiative has many challenges, too many to list here. However, since the event planning was my top task I'll speak on that. Planning events at venues you have never seen and in cities you have never been to is tough. These events took place weekly, all with different needs and in different places. There were many moving parts and I wasn't able to be on-site for all of them.
Results: With a lot of organization and hard work, we were able to have these events go off without a hitch. Thanks to our training, many dealerships saved millions and improved the lives of their staff and clients.
Bonus info: Check out Summit highlights here.

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