The Baltimore Look Book serves as Baltimore Collegetown’s leading publication, distributed to member institutions, college counselors, citywide partners, and students, highlighting Baltimore’s offerings.
I executed preliminary research and organized a focus group to build insights for the strategy on the publication’s revisions. I also engaged marketing leadership from member institutions to garner feedback and support for the project’s creative direction.
We collaborated with our creative partners Skelton Sprouls and Dave Cooper, expanding on the concept of the Baltimore Look Book as a portal to the point of view of the “cool upper-level students” personas through a framework of five initial categories: Unexpected Tastes, Inspiring Arts, Worthy Ventures, Active Days, and Lively Nights.
Interactive Experience
In the refresh, I established the digital presence of the 2022 Baltimore Look Book’s integrated multimedia. In addition to producing the social media and newsletter components, the Look Book houses QR codes for each category. The QR code directs the audience to a corresponding video in a YouTube playlist.
This new format allows the publication to continue its expansion, with new categories and more student stories creating an ever-evolving experience.
Stakeholder Coordination and Campaign Engagement
I coordinated the distribution of media kits to external partners and stakeholders, featuring branded materials and resources I created ahead of the launch of the new publication experience. Including partner and student feedback at the project’s inception significantly contributed to its success, as partners and participants were more willing to share all the content we produced.
Two weeks after the redesigned Baltimore Look Book’s launch, the video series had over 26,000 views and 750,000 impressions on YouTube, with nearly 35,000 impressions and engagements from newsletters and social media. This campaign outperformed previous campaigns in Baltimore Collegetown’s history due to my marketing and communications strategy and the project’s high-quality content.
This refresh became the foundation of the overall Baltimore Collegetown rebrand, which can still be seen on their website and in their current digital and printed collateral.
