Product Development & Launch
KB MTB (mountain biking at Kissing Bridge)
Marketing Media
Branding: KB MTB logo and brand kit designed from scratch to promote trail network on-site, as well as all promotional materials throughout the WNY region
Email Marketing: Email campaign throughout the summer to drive hype around new experience at KB, ultimately driving subscriber numbers and open rates
SMS: The launch of SMS at KB to promote KB MTB and the Summer on the Slopes series. Hundreds of subscribers enrolled at launch, with the highest conversion rates for tickets sales than social media and PR initiatives.
Social Media: Content creation strategy to show followers the BTS of trail building, running polls for feedback and giving sneak peeks of the new trails.
Earned Media: Launched ambassador program to MTB biker enthusiasts in the WNY region to ride KB MTB for free in exchange for sharing social content on their experience.
PR: Worked closely with local biker entrepreneurs for collab events and promoted via Step Out Buffalo, Visit Buffalo Niagara, and local news channels 2, 4, & 6 to drive customers to the slopes during the summer months.
Brand Kit
Led team of creatives for logo concepting for KB's new product offering.
This stage included leading:
-Logo sketches & concepting
-Roundtables to discuss approach
-Strategy around encompassing KB brand in new branch of business
-Final decision to guide brand kit and product marketing campaign
This logo and brand kit was used to develop content to hype the community and KB followers for the new way to experience the mountain.
Trail Network
With a small team comes the wearing of many hats.
Early mornings spent drinking coffee while coordinating PR initiatives and digital marketing to promote KB MTB, evolved into work gloves and coveralls to go build the trail network.
Leading a team of "trail blazers" and getting my hands dirty alongside them, we built a trail network spanning over 20 miles, almost all of which were entirely new trails through the woods of the mountain, featuring MTB terrain that bikers love: loamy soil, wooden bridges, berms, and downhill hairpin turns.
