Strategy

Strategy sets the stage for a successful campaign. I focus on building and executing integrated campaigns that connect media buying and experiential marketing efforts with organic tactics like earned media, social media, and user-friendly website experiences. By strategically aligning paid, owned, and earned channels, I create cohesive marketing initiatives that maximize brand visibility and audience engagement. Whether launching a high-impact media campaign, developing a content strategy that fuels organic growth, or orchestrating immersive brand experiences, my approach ensures that every touchpoint works together to drive meaningful results. From media relations and digital strategy to event activations and brand partnerships, I bring a holistic perspective to marketing that delivers both reach and resonance.

Campaigns I've worked on...

Overview

Fort Worth is known for its Western heritage, historic Stockyards, and cultural landmarks, but there’s more to the city than meets the eye. The Unexpected City campaign utilized a 1974 voiceover from Jimmy Stewart with modern video elements. The commercial would be the flagship creative for a multi-faceted content and PR campaign. This campaign was designed to shift perceptions, showcase Fort Worth’s hidden gems, and highlight the city’s diverse and vibrant experiences beyond its cowboy roots.

I built the content and public relations strategy from the ground up, working in tandem with our media buying team and agency to create a cohesive, multi-channel campaign that aligned paid, owned, and earned media efforts. In addition, I project managed and led a full website redesign of FortWorth.com to align with the campaign’s updated branding and storytelling goals. This ensured a seamless, user-friendly digital experience that supported the initiative’s messaging across multiple content platforms, maximizing impact and audience engagement.

Strategy & Execution

The campaign was built around five key pillars:

Unexpected Food & Beverage – Local hidden gems, innovative dining, and cultural flavors
Unexpected Experiences – Museums, concert venues, street art, and adventure spots
Unexpected Fashion – Western wear, independent designers, and haute cowboy style
Unexpected Entertainment – Film, live music, and cultural festivals
Unexpected Culture – Historical insights, diverse communities, and modern influences

This multi-platform content strategy leveraged short-form video, blogs, influencer collaborations, PR efforts, and a social media-driven storytelling approach to increase engagement, support media buys, and reshape Fort Worth’s image.

Key Campaign Components

1. Website Redesign

I led the end-to-end project management of a full website overhaul to align FortWorth.com with the Unexpected City branding. The new site featured:

A more visually engaging layout to support rich media and storytelling
SEO-optimized blog content connected to video features
A seamless user journey highlighting unexpected attractions and experiences

2. Short-Form Video Strategy

To reflect evolving content consumption habits, I prioritized short-form video across platforms, using engaging, fast-paced visuals to capture attention. This included:

Spotlight videos on hidden-gem restaurants, museums and experiences
Interviews with local personalities (chefs, musicians, mixologists, and creatives)
Signature Fort Worth moments (cattle drives, street murals, fashion culture)

3. Blog Content Integration

A layered content approach ensured longevity for campaign storytelling:

Blogs were published 2-3 times per month, tying into video content
Examples included:
- Unexpected Then & Now (growth & transformation of Fort Worth)
- Unexpected Fashion: Western Fashion Capital (Fort Worth’s impact on Western wear)

4. Influencer & Media Collaborations

I helped develop targeted influencer & media visit itineraries to showcase Fort Worth’s unexpected side. Key partnerships and event-based activations included:

Hosting media and influencers for Fort Worth Food & Wine Festival and Main Street Arts Festival

5. Public Relations & Editorial Coverage

By aligning with the paid media strategy, I worked on leveraging ad spend for editorial placements in travel, lifestyle, and culture outlets. This proactive PR strategy positioned Fort Worth as an Unexpected City beyond its traditional cowboy narrative.

Results & Impact

FortWorth.com’s website redesign improved user engagement and content visibility
Short-form video content boosted social reach and resonated with younger audiences
Blog content integration increased organic traffic and session duration
Influencer and media collaborations expanded Fort Worth’s brand perception in key markets
Earned media placements helped reinforce the Unexpected City brand positioning

Overview

Billy Bob’s Texas is more than just a venue - it’s a legendary institution in country music and Texas culture. To honor its 40th anniversary, I led a comprehensive branding, content, and PR strategy that celebrated its rich history, iconic moments, and cultural impact, engaging both longtime fans and new audiences.

Our team worked to develop a cohesive anniversary campaign, which included designing a custom 40th-anniversary logo, researching and documenting Billy Bob’s legacy, and creating compelling content across multiple platforms.

This included:

Writing and designing a limited-edition coffee table book
Producing a video series featuring key figures in Billy Bob’s history
Refreshing all digital and print branding to integrate the anniversary
Executing a PR campaign centered around a star-studded concert lineup, featuring Miranda Lambert, Hank Williams Jr., and Lynyrd Skynyrd
Creating branded content that honored the venue’s past while celebrating its future

Through strategic storytelling, media outreach, and content-driven engagement, I ensured the 40th-anniversary celebration was both nostalgic and forward-looking: a tribute to its legacy and an invitation to new generations of fans.

Strategy & Execution

1. 40th Anniversary Branding & Visual Identity

To ensure a consistent and recognizable anniversary brand, I created:

A custom 40th-anniversary logo that was incorporated across digital, print, and merchandise
Updated branding across social media, seamlessly integrating anniversary elements into all digital assets
Branded content templates for graphics, video, and promotional materials

2. PR Campaign & Star-Studded Concert Lineup

The 40th-anniversary celebration was anchored by a high-profile concert series, featuring some of the biggest names in country and rock music. I worked with our PR team to:

Develop key messaging that positioned Billy Bob’s as an enduring music institution
Secure media coverage in national and regional outlets
Spotlight the historical significance of the venue, reinforcing its place in country music history

3. Coffee Table Book: A Visual & Storytelling Tribute

I led the research, writing, and design of a commemorative coffee table book chronicling Billy Bob’s history, from its grand opening to its role in shaping country music. The book featured:

Rare photos and memorabilia from Billy Bob’s archives
A timeline of milestone moments and unforgettable performances

4. Content Series: 40 Years of Billy Bob’s

Our team developed and produced a video content series celebrating the honky tonk’s history, which included:

Video interviews with key players, including past performers, owners, and industry insiders
A digital campaign spotlighting 40 years of music, entertainment, and Texas culture

5. Social Media & Digital Integration

To maximize engagement and reach, we updated Billy Bob’s digital presence to reflect the anniversary campaign:

Facebook, Instagram, Twitter, and YouTube branding were refreshed to showcase the 40th anniversary
Anniversary-themed content calendar featured historical spotlights

Final Takeaway

This campaign went beyond a celebration - it was a tribute to the history, people, and music that shaped Billy Bob’s Texas into a legend. Through a dynamic blend of historical storytelling, visual branding, video production, and digital engagement, we crafted an anniversary experience that didn’t just honor the past but brought it to life for fans old and new.