2016-2017

Marketing Director

Stepping Stone School

Stepping Stone School is a privately-owned early childhood education center in Central Texas with 20 locations, 350 employees and 2,500 enrolled children. As a one-person marketing department I was in charge of graphic design, social media, advertising, search engine optimization and online customer relationship management.

  • Maintained day-to-day graphic design production including, but not limited to; monthly newsletters, brochures, posters, calendars, merchandise, advertising, site maintenance, vendor relationship management, inventory etc.
  • Revamped email marketing strategy by switching from iContact to Constant Contact for better pricing, better analytics and a much better UX for both internal and external consumption.
  • Coordinated a comprehensive website rebuild in partnership with a fantastic developer in Oregon that also involved a local video production agency and photographer to generate an all new asset library for consistent dissemination across services like Google Maps, Apple Maps, Yelp, Yellow Pages, etc.
  • Installed chat service on site to decrease load on phones and handle parent queries more efficiently.
  • Partnered with the Preschool Marketing Group to clean up Adwords and PPC campaigns that were left untouched.
  • Developed social media strategy and direction by establishing an Instagram presence from scratch.
  • Resurrected blog which resulted in hiring of dedicated content manager.
  • CRM for Yelp, Google, Yellow Pages and other platforms.
  • Press Releases and Media Relations for events and community related outreach.
  • Monthly reporting to executives on SEM data from Google Analytics, Yelp and CRM.
Graphic Design

Developed and produced all collateral for print and digital mediums. From social media graphics and web assets to print ads and large format banners.

Social Media

Activated social engagement by revamping established accounts and instituting new ones.

SEO and CRM

Unified SEM and CRM strategy by deploying tools like Moz and partnering with industry leaders to increase conversions.

2016-2017

Graphic Design

Hands-on development and production of all brand and marketing collateral with Adobe Photoshop, Illustrator, InDesign and After Effects.

Being the sole designer for a company of this size was a challenge. As a parent of young children myself, it was interesting to explore ways to reach other parents via effective design and marketing choices.

A monthly newsletter was developed and deployed via email and printed issues. Each issue I made featured a brief letter from the owner, photos of children happily engaging in learning or play, relevant reminders and upcoming events, a helpful article related to childhood development and a menu. Once the print version was approved, I reproduced copies for each campus according to the amount of enrolled families at that moment.

The most pressing design challenge was the successful execution of a comprehensive website rebuild.

Responsiveness

Among the top concerns for the rebuild was responsiveness. The previous site had a separate website for mobile with its own analytics and design limitations. The new site allowed us to ditch the separate mobile version and unify analytics tracking.

Information Organization

One of the priorities for the site was to make large amounts of information easily scannable for busy parents. This graphic was designed to convey the emphasis of certain programs across all the different age groups. The graphics and iconography were designed in illustrator, and the vector file was handed off to the developer to convert into an animated svg.

Before and After

Slide the cursor back and forth on the image below to see the website before and after redesign.

Stepping Stone School website before redesign screenshot
Stepping Stone School website after redesign screenshot

Installation: The Life of Books

The newer locations feature certain themes such as space exploration, dinosaurs and in the case below; literacy. The installation is composed of various panels. Each depicting a certain material used for book-making along with information about the time period, geographical location and a display case with a replica sample.

Social Media

Instagram presence was built from scratch. Posts and captions from June 2016 through February 2017 were by me.