Strategy
Shine On Campaign
Celebrating 75 Years of Community Impact with Strategic Storytelling
When Desert Schools Federal Credit Union reached its 75th anniversary, the brand sought more than a celebration—it needed a movement. As the strategic marketing lead, I was tasked with turning a community milestone into a meaningful campaign that would increase awareness, spark engagement, and align with the organization’s $1M community giving initiative.
The Challenge
While the brand already had strong local presence and a completed visual identity, the “Shine On” campaign required a scalable strategy to transform a philanthropic pledge into mass participation—one that resonated emotionally and activated diverse audiences across digital, social, and physical channels.
The Strategy
- Created a persona-driven messaging matrix targeting emotional, reward, and impact-driven users.
- Structured the campaign around three actions: Vote, Win, and Give.
- Led omnichannel execution across digital, social, and in-branch touchpoints.
Highlights
- Custom activations like “Let Yourself Shine” avatars and nonprofit voting
- 3.2M+ impressions and thousands of participant actions
- Campaign helped exceed $1M donation goal
- Boosted brand loyalty and local engagement
Outcome:
Shine On became more than an anniversary campaign — it positioned Desert Schools as a champion for community good, with marketing that inspired action, not just awareness.
$1M+
Donations Made
Community giving goal surpassed through combined brand-led initiatives and user-driven participation across digital and in-branch activations.
3.2M+
Campaign Impressions
Driven by omnichannel engagement — including paid social, influencer outreach, UGC, and in-branch content — generating massive reach and sustained visibility.
6% YOY
Brand Lift
Increased brand sentiment, loyalty, and awareness year-over-year, tied directly to emotionally resonant messaging and purpose-driven participation.
1. Discovery
Mapped audience personas and motivations to uncover emotional triggers and engagement paths.
2. Define
Framed campaign around Vote, Win, Give—linking brand purpose with clear user actions.
3. Design
Built a scalable content system across digital, social, and in-branch touchpoints.
4. Launch & Optimize
Deployed omni-channel rollout with real-time engagement tracking and creative iteration.
Creative from this
campaign strategy
Where Creative Vision Meets Strategic Growth
I believe great marketing design isn’t just about how it looks — it’s about how it works. Every decision I make is backed by purpose, driven by audience insight, and aligned with brand and business strategy. From campaign creative to UX to performance branding, I focus on building experiences that convert, connect, and scale.
My philosophy is shaped by real-world results, continuous learning, and a deep respect for storytelling as a strategic business tool.
Strategic Brand Leadership
Audience-Driven Growth
Creative Performance Execution
Cross-Functional Alignment
Silver Addy Award
Catch Larry Campaign
CUNA Diamond Award
DFCU Website Redesign
CUNA Diamond Award
Shine On Campaign
Diverse Magazine Award
UOPX "I am a Phoenix"