Annual Marketing Plan Project

When I was hired as the Mesa Rim Marketing Manager in 2011, the Mesa Rim brand was in it’s infancy. The brand message and marketing plan was inconsistent, unclear, and unorganized.

With big plans for growth and longevity, Mesa Rim needed a brand refresh and marketing strategy. This included a new brand story, re-design and creation of key visual elements, and creating a consistent voice and personality. By organizing and simplifying the brand identity and putting a solid annual marketing plan in place, I was able to humanize the brand and enhance value for the consumers and partnerships. Mesa Rim has grown to 3 gym locations spread between two states, a Climbing Academy, as well as a Co-Working Center.

 ACHIEVEMENTS

• Doubled Mesa Rim Annual Celebration attendance 2nd year in position with 25% annual growth in Annual Celebration attendance thereafter. • Developed operational and brand guidelines to help marketing department expansion. • Helped get Mesa Rim featured in the morning news 2-3 times per year since 2012. • Doubled Mesa Rim e-mail subscriber base and social media followers.   • Sold out movie screenings at Green Flash Brewery 3 years in a row. • Negotiated and liaised for $20K outdoor building signage. • Managed annual strategic budget of $36K+ every year. • All of these efforts resulted in 780% in revenue growth (membership fees only) within my 5-year tenure.

Mesa Rim is a location-based brand that evokes an adventurous and outdoor lifestyle as embodied through community events, giving back to the local community, and recognizing the wonderful people that help strengthen the meaning of Mesa Rim's brand and what it means to Go. Climb. Building the Mesa Rim brand is my biggest undertaking to date. Over 5 years, this included in-depth brand auditing, annual strategic planning, marketing/communication campaigns, event planning, photography, videography, and graphic design.