In my second year supporting the Marketing and Communications team at Limelight Cinemas, I pitched and developed the Pocket Calendar: A new promotional format that placed all of Limelight’s upcoming releases and events right in the customer’s pocket.
The strategic value of the Pocket Calendars was that they engaged Tuggeranong’s middle- to old-age audiences that still held a strong preference for print communication - a demographic that had fallen to the wayside in the business’ push to strengthen their web presence.
A release schedule, a pricing guide and more, the Pocket Calendar was a double-sided A3 sheet that folded down to a handy, pocket-sized A6 profile for display in DL-size brochure holders.
As project manager, sole designer and copywriter for this series, I was responsible for each issue’s creation, composing promotional ad copy in line with the brand’s tone, presenting progress in weekly team meetings to company stakeholders, and iterating according to team feedback.
After finalising each issue, I was responsible for coordinating their printing and distribution, ensuring availability in high-traffic service areas and negotiating for their display on countertops at neighbouring cafes and customer service desks.
