PORTFOLIO AND PROJECTS
ORTOVOX SKI LOCAL VIDEO PROJECT
PROJECT: Concept, direct and shoot a US-based lifestyle video shoot for ORTOVOX Global around the Ski Local campaign, to be used in 2021.
GOALS: Create a video around USA ambassador family, showing how their proximity to the Tetons has affected their life and family dynamic.
Video and photos were shot in multiple locations across the Tetons. Team consisted of one filmographer (Fred Marmasater), and producer (Liz Esche).
DEUTER RECYCLED UP PACK VIDEO AND PHOTO SHOOT
PROJECT: Concept, direct and shoot a US-based lifestyle video shoot and photo shoot for Deuter Global.
GOALS: Take lifestyle shots in California using US ambassadors for global use across all countries web pages and advertisements for the new, recycled pack series, releasing Fall 2020. Video with Nicole Brown, prominent hiking ambassador, public lands advocate, and face of the new UP Series.
Video and photos were shot in multiple locations across San Diego. Team consisted of one filmographer (Andrew Hanson), one photographer (Dag Larson) one director (Liz Esche) and one photo assistant (Alex Cernichiari).
DEUTER SPEED LITE VIDEO
PROJECT: Concept, direct and shoot a US-based lifestyle video for the Deuter Speed Lite Series.
GOALS: Keep the video under 60 seconds for use across social media, and showcase the variety of activities the Speed Lite pack series is effective for.
This video was shot in four locations across Lyons, Boulder and Roosevelt National Forest. In order to stay true to the theme of “a day in Colorado,” all footage was shot in one day using a team of two ambassadors, one filmographer (Ryan DeCesari) and one director (Liz Esche).
Photo by Public Works
deuter USA INSTAGRAM PROJECT
PROJECT: Create a Deuter USA Instagram profile to connect with a US audience, feature US ambassadors, and participate in US social media projects (giveaways, features, takeovers).
GOALS: Starting in March 2019 create and promote a US Instagram, resulting in a minimum of 5,000 followers by the end of 2019. Use this platform to engage with audiences and ambassadors.
RESULTS: Surpassed target follower goal and continued to increase followers. Created engaging ambassador content and worked with brands, partners and distributors (for example REI, Native Eyewear, La Sportiva, Women Who Hike, Native Women’s Wilderness, Brown Girls Climb and more) to push US-specific initiatives and product promotions.
deuter product feature videos
PROJECT: Concept, direct and shoot 6 product videos that focused on the use of Kid Carriers and top selling packs (Aircontact Series and Futura Vario).
GOALS: Create consumer-friendly videos that would preemptively answer customers’ questions about Deuter’s top-selling products, and show proper usage in an easy-to-consume visual format.
RESULTS: The videos are used widely by Deuter sales reps and buyers, as well as on product pages like REI.com. REI also uses the pack fitting videos (General and Kid Comfort) for internal employee training. Filmographer: Ryan DeCesari
Photo by Public Works
DEUTER AND ORTOVOX Lifestyle PHoto shoots
PROJECT: Organize and run seasonal lifestyle photo shoots for Deuter and ORTOVOX 2-3 times per year.
GOALS: Create imagery for Deuter and ORTOVOX marketing campaigns, e-comm and distributor product pages that resonates with an American audience using US landscape, US ambassadors and product important to the North American market. Scout locations, hire photographers, hire models, organize shot list and direct photography.
RESULTS: Though originally created with the US market in mind, the biannual photo shoots are used by the Canadian and South American markets.
Catalogs and Print
PROJECT: Create layouts, text and marketing language for US catalogs and print ads.
GOALS: With the graphic design team, create print advertising and workbooks for US magazines and buyers. Connect the overarching goals of the European marketing team/campaigns with US market needs. Ensure language and copy writing are clear and properly translated.
CATALOG RESULTS: Working within a 5-day turnaround time from European files received to US catalog sent to print - reduced a 200 page catalog to 30 pages of concise, necessary information for sales reps.
PRINT RESULTS: Concepted visually impactful print ads and created marketing taglines such as “SUMMIT MOUNTAINS, NOT LANDFILLS” to promote our warranty initiative.
SOCIAL ADVERTISING
PROJECT: Create social advertising for Deuter and ORTOVOX from ad concept to graphic design and promotion.
GOALS: Ensure advertisements are reaching a variety of audiences (potential new buyers and previous costumers) using web analytics data, previous customer information (email addresses, buyer trends, LTV), target audiences and shared data between Google and social platforms.
RESULTS: Ensured cost-per-result was consistently below industry standard of 0.25 per-result by A/B testing ad creative and experimenting with new ad goals. Increased Deuter social impressions from 5k per month to 60k per month on average. Targeted US ORTOVOX powersports audience and engaged an entirely new consumer for our avalanche safety brand. Successfully directed tens of thousands of buyers to our most popular distributors: REI.com, Moosejaw.com and Backcountry.com. Increased Deuter blog viewership from 2k per month to an average of 10k per month by strategically promoting top-performing content through social media advertising.
Liz with ambassador Kathy Karlo at a Women’s Wilderness event.
ATHLETE AND INFLUENCER PROJECTS
PROJECT: Revamp the ambassador team by increasing collective follower count, more effectively engaging current and new ambassadors, promoting ambassador stories in the digital landscape, and building new partner relationships with athletes and nonprofit groups.
GOALS: Engage top influencers in the outdoor space whose messages aligned with Deuter and ORTOVOX branding.
RESULTS: Successfully created a partnership with the founder of Women Who Hike, and signed her to the Deuter ambassador team. Signed nonprofit partners (ex. Native Women’s Wilderness, Brown Girls Climb, She Jumps) who then promoted Deuter and ORTOVOX on their own platforms and at in-person events. Launched a new powersports ambassador team for ORTOVOX. Led multiple ambassador video projects to promote the brands through advertising and film festivals. Managed ambassadors by creating new trip tracking and documenting spreadsheets, rewriting their contract to include additional content creation and requiring that ambassadors leverage personal social presence to promote the brand.
Photo by Celine Serbo
AD WRITING
PROJECT: Scripted multiple advertisements for podcast and web usage.
GOALS: Engage potential customers, introduce the brand, and reiterate key points of brand message.
Podcast: For the Love of Climbing
Podcast: Women on the Road
Podcast: She Explores
Podcast: By the Land
EMAIL MARKETING RE-ENGAGEMENT
PROJECT: Re-engage Deuter’s email marketing list of 70k in order to prepare customers for eventual direct-to-consumer transition.
GOALS: Create an email marketing campaign compelling enough to entice old email subscribers to commit to the brand once more (at a rate of 3-5%), leaving a list of highly engaged consumers who can be readily targeted with personalized content.
RESULTS: After a first disappointing round of re-subscription efforts (less than 1%) and low open-rates (18%), determined it would be best to break the list down further and re-engage section by section, based on the original sign-up event. Though more tedious, reminding subscribers of their reason for signing up, along with direct messages about exactly what to expect from the brand, increased open rates to 22% and a subscription rate of 4%. Used A/B testing to discover highest performing subject line and image combinations.