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| The Media Scene
Daria Shelton
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Black History Month

11Alive’s “Respect the Past, Celebrate the Future”

This past February on 11Alive, our theme centered around Respecting the Past and Celebrating the Future.  We showcased Atlanta’s rich sense of African-American history in the social, business, and political community. 

We brought to the forefront the significant gains and current accomplishments of our title sponsor, Atlanta Life.

Clearly highlighting Atlanta Life’s rich history in the community. 

I worked with another account executive to update the creative elements, develop a partner strategy, and execute a tiered sales and marketing approach for large, middle, and small businesses so all businesses could get involved.

Success Metric: Year over Year 110% increase in Sales for Black History Month and a new blueprint to follow as to how to execute Black History Month.

Black History Month 15 Second Promo

30 Minute Black History Month Special

 

Strategic Marketing Black History Month
"Respect The Past, Celebrate The Future" Presentation Deck

Final Results from the 11 Alive Black History Month “Respect The Past, Celebrate The Future” Campaign

 

Four Custom Branded Marketing Videos

 

Black History Month, Today’s Pioneers Closing Event

 
 
 
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“Building Hope and a Future Dream Home Giveaway”

Managed Execution of Multi-Platform (Integrated Digital, social, On-Air, Community) Marketing Program

The Atlanta Mission, 11Alive and Brock Built Homes partnered to raise the awareness of the growing population of homelessness in our community and raised funds to help the Atlanta Mission.

•The home was donated to the Atlanta Mission and 100% of the proceeds was donated to the Atlanta Mission

•11Alive documented the progress, provided ongoing education to the community about the issue, and encouraged the public to donate to the Atlanta Mission to help end homelessness

Success Metrics: Exceeded Client Impression Goal by 80% (total impressions totaled 200,587 million) and developed a strategy to streamline the collaboration process to execute news, digital, on-air, community, and social elements for a flawless execution for the client, Atlanta Mission.

15 Second Promo

With Jeff Foxworthy

15 Second Promo

With Shiba Russell

30 Second Promo

WIth Jeff Foxworthy

 

Final Results from 11 Alive’s Multi-Platform Community Sales and Marketing Campaign “Building Hope and a Future Dream Home Giveaway” Campaign

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Marketing Consulting Projects

 

Shop With Golf

E-Commerce Venture in collaboration with the Golf Channel

Consulting Marketing Director hired to develop pre & post launch consumer and sales marketing strategies for NBC’s e-commerce venture in collaboration with the Golf Channel, “Shop with Golf.”

Within six months:

Examined digital and linear audience data to define Shop with Golf

Led ongoing partnership with GOLF to align marketing elements across email, onsite activation, and cross-platform campaigns.

Partnered with Business Development to develop B2B Activation

Success Metrics: Holiday Campaign: generated new brand partnerships through strategic outreach. Response rate over 30% resulting in new brand partners -enterprise business.

Developed Marketing Sponsorship Package for PGA Merchandise Show. Secured over 45 qualified Brand Partner Leads

Procured, secured and partnership relationship with VIP brand partner EleVen by Venus Williams.

Email Marketing Campaign Ultimate Golf Getaway Sweepstakes

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PGA Merchandise Show