John Franco Marcom
Brand Marketing
Specialist
As Art Director for the San Francisco Giants, I led all creative development for marketing and outreach, driving revenue and partnerships through compelling campaigns. I refreshed the club’s seasonal identity, directed cross-functional teams, and oversaw designers, writers, and photographers. Additionally, I played a key role in the club’s stadium transition, developing presentations and signage to enhance the fan experience.
A Perfect
Game
San Francisco Giants Baseball Club Art Director from 1997 to 2006
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As the Event Marketing Designer for D: All Things Digital, I created identities, environmental graphics, presentations, email campaigns, print and digital advertising, social media content, and attendee conference materials.
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All Things
Digital
The Wall Street Journal’s Tech Media Conferences
For the United States Tennis Association Norther California, I designed the identity and developed the marketing strategy for the new youth program, H.I.T.S. (Honesty, Inspiration, Teamwork, Sportsmanship). The program provides education on tennis fundamentals and life skills, focusing delivery in multicultural, underserved communities.
With the collaboration of tennis coaches and after-school program providers, the program grew to 25,000 participants and 500+ coaches across Northern Caliornia in its first five years.
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H.I.T.S.
A program for teaching tennis fundamentals and life skills to youth in underserved communities
The USTA had seen a long and steady decline in membership, primarily in the millennial demographic. I created the "Love Your Fit!" campaign to target young professionals that seek a social fitness experience, illustrating how they can fit tennis in their lifestyle and love their new fit, with the goal of improving USTA brand awareness and increasing participation in regional beginner tennis programs.
The co-branded, multi-year campaign resulted in a 300% increase in particpation in this demo and happy tennis provider partners!
Love Your Fit!
Campaign Showing Millennials how to Fit Tennis in their Lifestyles
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As Demand Generation Manager for SchoolStatus, my primary focus was in creating lead generation campaigns for the edtech company's products targeting K-12 district officials and educators.
Additionally, I managed social media for five brands acquired by SchoolStatus and collaborated in the development and launch of the rebranded WordPress website.
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Schools
with SaaS
Demand Generation in EdTech for Making K-12 Educators Happier
I designed these K-12 Student/Parent Mailers for School Innovations & Achievement to offer school districts a vehicle to reach families at home with age appropriate content for educating students and caregivers about the importance of building good attendance habits.
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Showing Up
for Success
Reaching Students at Home with Engaging Content on Good Attendance Habits
I was contracted as Napa Valley Life Magazine's Creative Director to redesign the print edition, website revitalization, e-newsletter effectiveness, social media engagement, advertising opportunities, and revenue generating projects, catapulting buzz in the valley and increasing subscriptions.
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Vineyard
Style
Designing a Magazine to Taste the Napa Valley Lifestyle
Pioneered a public event in Napa Valley that celebrated multicultural lifestyles and sustainable living practices.
With a wildly entertaining music lineup, workshops, exhibits, and delicious organic food and beverages, our event attendees and partners enjoyed a one-of-a-kind experience, and the festival tripled its attendance in its second year.
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One Love
Think Green World Music Festival: Eco-Consciousness Meets Island Vibes
As Marketing and Communications Manager for USTA Northern California, I headed all association special events and led activations at multi-day public events with booths and activities.
I also led to the development of a street team that attended multiple community events annually to promote tennis in multicultural communities, The team was born from our Hispanic tennis initiative, a collaboration with Cal Poly SLO where we conducted focus groups and surveyed members in Hispanic communities to understand their knowledge and sentiments about tennis.
Events &
Activations
to "Love"
Sharing the Love to One Member, One Volunteer, One Attendee at a Time!
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Identity design
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Marketing & PR
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Environment, signage, decor, a/v
- Staffing mgmt
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Production mgmt
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Vendor & sponsor mgmt
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Website design
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SEO dev
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Content dev & strategy
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Campaigns, integrated lead gen
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Email, content, list segmentation, automation, nurture
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Social Media content, calendar, engagement
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Webinar strategy, promotion, live operation
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Positioning
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Storytelling, narrative dev
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PR
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Audience strategy
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Reputation strategy
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Identity, from building the value proposition to the visual and messaging components
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Style Guide & toolkit dev
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Sales collateral & presentations
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Packaging