Challenge:
As a Marketing Manager, determine how best to manage internal and external decision makers to celebrate SAP Center’s 25th anniversary serving as the project manager and marketing executer with the primary goals focusing on community activations, sponsorship support, and marketing to the niche communities that make up San Jose.  

Solution: 
We decided we were going to do a 3-day anniversary festival to celebrate SAP Center being in downtown San Jose for 25 years. I worked with our sponsorship team to obtain sponsorship dollars to support our marketing and exposure in the community, our booking team to coordinate the artists that would be performing, our event operations team.

Activations: 

• Industry Campaign in Billboard/Pollstar

• Grass roots campaign on social media and street pole banners utilizing the community’s own photos to highlight our fans experiences and memories in our arena over the last 25 years

• Street Rallies on select Fridays to encourage the community to come out

• An Exclusive Anniversary Celebration Gala where we honored the past with speeches from the San Jose Mayor, San Jose Sharks GM, concluding with a plated dinner and live band.

• A 75 foot wide mural depicting artists and athletes who have performed at SAP Center  

• A Three-Day long festival that featured Blake Shelton, Maluma, and Kings of the West (E-40, Snoop Dogg, and more) with local acts performing outside the arena during the day and food trucks/sponsor activations. 

Approach: 
Step 1: Meet with decision makers to understand vision and budget
Step 2: Brainstorm activation ideas
Step 3: Develop first draft of marketing Materials, promotional plan, timeline, budget, and needs 
Step 4: Seek feedback and approval
Step 5: Begin Executing the creation of materials, booking the marketing
Step 6: Evaluate current marketing vs sales to see what needs assistance
Step 7: Do a post-mortem recap for future anniversaries 

Result:
The year-long campaign resulted in an anniversary celebration dinner, grass-roots marketing campaign, sponsor obligations, and concluded with a three-day outdoor festival honoring the different genres that make up San Jose featuring Blake Shelton, Kings of the West (Snoop Dog, E-40, Ice Cub and more) and Maluma.

One of my favorite campaigns I’ve been invovled with was creating our SAP Center Industry ads. I assited from the RFP process to the final trafficking of ads.

Campaign Goals:
Find a creative way to stay relevant with the brand new Chase Center in San Francisco opening up.

Strategy:
Partnered with an agency to develop a campaign focusing on our experience, market buying power, staff’s personality, and highlight where San Jose is on the map for our out of California friends.

Outcome:
We produced a series of 6 ads highlighting all of the events we hosted at SAP Center that ran in Industry Publications (Pollstar, Billboard, and VenuesNow).