Sports Content | USA Today Co. Network

To drive engagement for USA Today Co.’s local network publications, content-driven campaigns promoted readership around specific interests, including entertainment, sports, culture, and civic action.

This pro football campaign utilized a scaled approach across 15+ markets, customizing creative to reflect each location’s fandom and seasonal predictions. Markets included Wilmington, Westchester, West Palm, Rochester, Phoenix, Nashville, Milwaukee, Jacksonville, Indianapolis, Green Bay, Detroit, Cincinnati, Bergen, Asbury, and Akron, with four highlighted as examples.

As Creative Director, I led collaboration with local marketing directors and creative leads to establish a cohesive design structure that allowed for color, image, and copy modification while addressing proprietary NFL standards. Deliverables included onsite, app, email, and social.

Associate Creative Director: Jennifer Stone | Art Directors: Jill Sanders, Carlos Herrera | Designers: Zac Mathre, Maria Velez | Production Lead: Ralph Melara | Copy & Editing: Daniel Heuer, Jeremy Lawrence