In my second year supporting the Marketing and Communications team at Limelight Cinemas, I independently pitched and developed a new promotional format to drive awareness and admissions in older audiences more responsive to traditional print-based communications.
A release schedule, a pricing guide and more, the Pocket Calendar centralised all the necessary information to satisfy the Awareness and Consideration stages of the customer journey onto 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 strategic rollout, ensuring availability in high-traffic service areas, negotiating their display on countertops at neighbouring cafes and customer service desks, and delivering them to local retirement villages, high schools and colleges.
