SENIOR PUBLICIST
INTERACTIVE MARKETING MANAGER
BUSCH GARDENS | WILLIAMSBURG
BRANDING
CONTENT MANAGEMENT
Working with a generous marketing team meant creating and developing content that could be used across a variety of platforms to support a collaborative marketing effort that included in-park marketing materials, PR, social media, email and direct mail distribution, as well as the company website.
MANAGING CONTENT FOR THE
WORLD'S MOST BEAUTIFUL THEME PARK.
KEY PROJECTS
INVOLVEMENT
SOCIAL MEDIA
MANAGEMENT
In managing the social media for BGW and Water Country USA, I developed the ability to ensure the tonality, message, and style of my social media content remained true to the brand overall, while also allowing for fans, super fans, and park goers to interact and engage with BGW as a whole.
213,000
15,000
10,000
2,000
50
CHANNELS MANAGED
THE REAL ELVES OF
CHRISTMAS TOWN
From looking for the best gift to get for Santa to battling nutcracker characters in a shop-a-thon with local elementary students and Toys-R-Us to get the best gifts for the Toys for Tots Drive, The Real Elves of Christmas Town project involved a medley of moving pieces and creativity. My involvement ranged from script writing, filming rehearsals, and directing to photography, blog ideas, and of course a social media calendar filled to account for the entire project itself. The campaign raised thousands of dollars and toys for Toys For Tots, it increased park engagement, it was featured on several news channels, and it generated thousands of views on the brand's YouTube Channel, enough to influence the Busch Gardens Williamsburg partner branch in Tampa, Florida. It was an extremely fun project that held great influence and motivated my creative ability in terms of marketing campaigns.
#BGWISHMAS
With the marketing team needing a creative way to execute an end-of-year Christmas Town contest, #BGWishmas was one of our most influential campaigns. My involvement included creating the name "BG Wishmas" for the contest and helping to develop the tactical and executional plan for the contest. The contest was an opportunity where kids and families could write in to Santa Claus and let him know what their ultimate Busch Gardens wish would be. Using Tint Up, an online aggregation program, all of the entries were gathered based on wishers using the #BGWishmas hashtag. Wishers could then also share the link to their wish and champion other viewers to go and vote for their wish to come true, and enter their own. After the contest ended, and wishes were granted, the #BGWishmas platform turned into an entirely new campaign...
INFLUENCER//
IN-PARK EVENTS
Hot Cocoa Happy Hour was a project I took on to encourage guests to come in to RSVP to come and enjoy the park's signature hot cocoa with toppings and cookies. I created an event on Facebook and it was held in a shop in the park. We set up signage that allowed the attendees to take their own funny photos for their social channels. We also held a raffle of branded prizes for those who decided to come hang out with us. We got the personally interact and connect with our super fans.
As the Senior Publicist, I helped to manage the media and blogger events that occurred in the park. I met with popular bloggers and social-medialites to show them the beauty of the park -- they then feature their experience on their blogs and social posts. These events increase brand awareness by connecting the audience of the social-medialites to a positive experience and exploration of the park.
SOCIAL MEDIA
CONTENT
