30th Anniversary Campaign

To celebrate Jalapeno Tree's 30th anniversary, I was tasked with developing a multi-channel marketing campaign to promote a $5,000 giveaway. The primary objective was to drive awareness of the contest while celebrating the restaurant's 30 years in business. The campaign included a variety of creative assets: billboards, social media posts, banner ads, and t-shirts—all designed to engage the target audience, generate sign-ups for the giveaway, and reinforce the brand’s identity.The client wanted to take inspiration from their previous 25th-anniversary campaign but also bring something new to the table. We needed to create fresh, compelling visuals that connected with the audience while maintaining a focus on the restaurant’s food and anniversary celebration.

The challenge was to balance nostalgia with innovation, drawing from the previous campaign while creating something that felt distinct for the 30th anniversary. The campaign had to drive substantial traffic to the giveaway sign-up page while ensuring the restaurant’s delicious food remained a focal point. Additionally, the campaign’s visuals needed to resonate across both digital platforms and physical items like t-shirts, without losing the celebratory theme.

Billboard Design: I worked directly with my boss, Steve, to produce 30 unique billboard concepts that captured the festive spirit of the 30th anniversary. The designs featured the catchy slogan “Cheers to 30 Years” along with vibrant food imagery. Steve presented these ideas to the client for feedback and we refined the designs based on their preferences.Social Media & Banner Ads: I created a series of social media posts and banner ads that built excitement around the anniversary and giveaway. These assets included dynamic visuals of the restaurant’s dishes along with clear messaging about the contest. I collaborated closely with Dylan, the account manager, to ensure all social media content was approved and published on time.T-shirt Design: To further amplify the 30th-anniversary celebration, I designed limited-edition t-shirts that featured the same “Cheers to 30 Years” slogan along with a graphic of Jalapeno Tree's iconic dishes. These shirts served as both promotional items and a way for customers to physically connect with the brand.

The campaign successfully generated excitement for Jalapeno Tree’s 30th anniversary and the $5,000 giveaway. The billboards and social media ads increased visibility and drove traffic to the contest entry page, while the t-shirt design added an additional layer of engagement by allowing customers to wear a piece of the celebration. The multi-channel approach created a cohesive, unified brand experience.The campaign led to a significant increase in giveaway sign-ups, as well as heightened brand awareness both online and in physical locations. Customers embraced the anniversary celebration, with many sharing photos of their t-shirts and tagging the brand on social media, further amplifying the campaign’s reach.

Collaboration Drives Success: Working closely with Dylan and Steve allowed us to seamlessly execute the campaign across multiple platforms and touchpoints, ensuring consistent messaging and efficient project management.Multichannel Impact: By integrating billboards, social media, banner ads, and t-shirts, we were able to create a cohesive, omnichannel experience that resonated with customers both online and offline.Creative Flexibility: The ability to draw inspiration from previous campaigns while introducing fresh ideas for the 30th anniversary allowed us to create a standout campaign that celebrated the past while embracing the future.This project demonstrates my ability to deliver a comprehensive, integrated marketing campaign that engages audiences across different mediums, drives measurable results, and reinforces a brand’s identity. Whether through digital ads or physical promotional items, the campaign successfully celebrated Jalapeno Tree’s 30 years in business and helped them connect with their audience in a meaningful way.

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Overview

Hi, I'm Elizabeth, an experienced Digital Designer crafting beautiful interactive experiences. My 5 year career has seen me work for a variety of marketing agencies who specialize in digital marketing, advertising, and ecommerce, which has given me a holistic knowledge of what brands need to succeed in the digital world.