Dancing in the Street

For the WXPN Welcomes Stream Team, I spearheaded a comprehensive refresh of the experiential marketing complimenting the digital and on-air sponsorship strategy. My focus was on change management, leveraging new technologies, and experimenting with new branded premiums to drive organic engagement with both new and existing audiences. I collaborated with the in-house graphic design team to produce new, branded T-shirts for our brand ambassadors, which not only fostered quicker brand recognition but also cultivated a stronger sense of belonging and connection to the WXPN brand. Furthermore, I collaborated with local graphic designer Rachael Ketterer to develop an interactive coloring page that served as a unique and engaging marketing collateral for large scale concerts and festivals. 

I managed a team of over 50 brand ambassadors across three distinct geographic areas: Central Pennsylvania, Philadelphia, and North Jersey. My role included facilitating both in-person and virtual training to prepare the team for their duties and facilitate monthly activations. I also architected new workflow systems, including kit lockers, individual street team kits, show request forms, and post-show reports, which significantly improved our operational efficiency. Additionally, I developed new tactics for arranging our event tables to increase interactivity and revitalized the private Facebook group by encouraging User Generated Content and feedback to give the station marketing team insight on activation look and feel and success.