High-Performance Fan Engagement
As part of a broader marketing transformation, I was tasked with evolving Desert Schools’ static sports sponsorships into a dynamic, revenue-driving campaign ecosystem. What began as a standard co-branded debit card project with Arizona sports legends like Larry Fitzgerald (Cardinals) and Shane Doan (Coyotes) became an immersive multi-channel experience, reimagining how brand affinity, product adoption, and community engagement could work together.

This effort resulted in not just a creative refresh—but a complete overhaul of marketing strategy, team execution, content operations, and budget performance.

The Opportunity
The brand had access to high-profile partnerships but was missing the opportunity to activate fans and convert attention into product growth. Instead of producing a single commercial, I developed an integrated campaign strategy focused on gamified engagement, fan-driven storytelling, and measurable performance.

Outcomes & Transformation:

• Branded sports debit card program into a performance-based campaign with measurable KPIs
• Gamified customer acquisition using leaderboards, rewards, and social contests
• Connected product lines to player brands (e.g., “Larry Auto Refi”) for natural cross-sell opportunities
• Integrated marketing operations across departments and platforms
• Optimized budget allocation by linking activations directly to engagement and conversions

Result:
This campaign didn’t just entertain — it activated. By building a scalable strategy and a compelling fan experience, we turned passion into product performance and partnerships into measurable marketing value.