More Than Just a Client Appreciation Event

Sometimes you get lucky and two rare and special things happen - one: Your work has a direct and meaningful impact beyond conversions, engagement and KPI's, and two: you get to see that impact as it's happening and truly feel it. Both of those things happened for me with this project, and I couldn't be prouder of the results.

My client Hans came to me with the idea of holding a client appreciation event, and with my background in events, he asked me to help him choose a venue, the run of show, plan activities, etc. Knowing him, however, I knew he wouldn’t just want this to be the standard apps and drinks, quick thank you speech and goodie bags with branded swag and marketing collateral kind of night. I also knew that he was a heavily involved member of Big Brothers Big Sisters, and had a connection to a new non-profit school called Urban Achievers, so I proposed a fundraising event to support both causes, a raffle with donated prizes, and an opportunity to connect his existing sphere with these worthy organizations.

In addition to helping select and book the venue, crafting the day-of signage and programs, and even running the raffle in my best emcee-voice (aka an Eddie Palladino impression - Go Celtics), I also crafted an omni-channel marketing campaign. This included a series of organic posts as well as some paid digital advertisements targeting both social media platforms (IG and FB) as well as retargeting ads via audience-defined web habits. What made this successful was focusing the messaging on the missions of the two causes, as well as the personal connection the agent had to both.

The night was a huge success with over 100 attendees, representatives from both organizations giving speeches and recruiting new members/donors, and almost $10,000 raised. I was so proud of the result and the client was super appreciative of the work I put in, but more importantly, we all knew the direct impact these funds would have on the lives of children throughout Greater Boston, and there's no measure of success more important than that.

12 Toxteth Street | Branding & Promotion

Working with real estate agent Hans Nagrath on his listing at 12 Toxteth St in Brookline, MA was one of the most fulfilling projects I have led.

As the highest-priced listing Hans had had in his career, and knowing he was doubling his usual (already robust) efforts to sell this home, I made sure to leave no stone unturned. I crafted property branding and an omnichannel marketing strategy to ensure the home had a distinct brand, that the marketing materials were elegant, and that we effectively communicated what a special property this could be to a family looking to settle down in Brookline.

To do this, I worked with Hans to establish a visual identity for the home. We landed on three pillars of Elegance, Simplicity, and Tradition - 3 words that could easily describe both the home itself and the neighborhood it belongs to. This was reflected in the crisp, clean black and white design of the logo, the elevated feel of the printed materials (full bleed imagery, matte finish heavyweight paper, editorial layouts), custom FOR SALE signage, and digital materials including e-blasts, social media posts, a custom website, and targeted digital ads.

Once these pieces were created, we staggered the content out over 2 weeks leading up to the launch. We started with a COMING SOON teaser via social & email which linked to the property website, the custom signage installed to create a buzz in the neighborhood, and digital retargeting ads that teased the property to our target audience.

On launch week, we sent out an additional round of social and email blasts, updated the site with additional information, and had custom double-gatefold brochures printed for open house attendees.

Thankfully, all of this hard work paid off - after the first weekend of showings, multiple offers were submitted, and the seller happily accepted one for $3,290,000 - 3% above asking!

Map Room Tea Lounge Branding

I am extremely proud to have been part of the team that built the Map Room Tea Lounge concept at the Boston Public Library. What was originally an a la carte cafe was transformed into Boston's first literary-inspired tea lounge. We took inspiration from the Boston Public Library, both in literary homage and decor that complimented the rustic and warm architectural details.

In building the brand identity, we sought to craft an image of rustic modernity that would appeal to the young professionals working in Copley Square. This is reflected in our logo, website layout, menu design, and social media presence. As Project Manager and Marketing Coordinator on the re-brand & launch, I was able to craft the marketing strategy, build/populate the website, design and print signage & menus, and source product all in an effort to build a cohesive and consistent brand image.

Some of the branding elements are above in slideshow form, and more examples can be found on Instagram @library_tea and the website at librarytea.com, where the menus and more visuals can also be found.

Map Room Tea Lounge Space

Catcher in the Rye

Menu Exterior

Menu Interior