John Franco Marcom
A Grand Slam!
Directing Giants publications for creating fan excitement & enagement
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.
Creation of the Giants Xtreme Rewards fan club package
Exciting, refreshed design for annual ticket sales collateral
Giants retail catalog: Created layout, directed photo shoots, designed and press checked annual edition
Unique invitation designs for Giants Community Fund annual events
Designed collateral package to promote the ballpark as a unique event venue
Outfield wall design celebrating Bond's baseball milestone
Inaugural season designs celebrating the Giants new ballpark - Series featured alternating players and imagery, placed on street banners and on buses throughout San Francisco
H.I.T.S.
A program for teaching tennis fundamentals and life skills to youth in underserved communities.
For the United States Tennis Association Northern 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 California in its first five years.
All Things
Digital
Bringing the stipple people to life for storytelling with their C-level chums.
As the Event Marketing Designer for D: All Things Digital, The Wall Street Journal Executive Conference, I collaborated with event producers to design refreshed annual identities for D, the main conference, and spinoff conferences D: Dive Into Mobile and Asia D. I also designed environmental graphics, presentations, email campaigns, print and digital advertisements, and attendee conference materials.
Schools with SaaS
Helping EdTech make K-12 educators happier & students more successful.
In roles as Communications and Marketing Manager and Demand Generation Manager, I worked cross-functionally with teams to develop project briefs, write copy docs, and execute digital campaigns through HubSpot CRM, email, paid and organic social media, display advertising, and webinars.
Also, I created materials for sales outreach, tradeshows, thought leadership content, and direct mail pieces for school districts to send home to students with encouraging messaging on the importance of showing up for school and creating good habits.
Vineyard
Style
Designing a magazine to taste the Napa Valley lifestyle.
As Napa Valley Life Magazine's Creative Director, I revitalized the publication's image by redesigning the print edition, restructuring its digital presence, created more effective e-newsletters, focused on social media content and engagement, and developed new advertising opportunities like the Sustainable Life section seen here.
In addition, I art directed photo and video shoots, worked with the local community for content, and obtained a new printing partner that lowered printing costs and offered an excellent digital magazine experience.
One Love
Think Green World Music Festival:
Eco-Consciousness Meets Island Vibes
Pioneered a public event in Napa Valley that celebrated world music and sustainable living practices.
With a wildly entertaining music lineup, workshops, exhibits, kids zone, 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.
Events & Activations
to "Love"
Sharing the love with one member, one volunteer, one attendee at a time!
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 co-developed 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 conducting focus groups and surveying residents in Hispanic communities to understand their knowledge and sentiments about tennis.
Love Your Fit!
Getting millennials on the courts - lines, nets, or not!
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 participation in this demo and happy tennis provider partners!
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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
Capabilities:
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Brand Recognition
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Brand Awareness
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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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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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Digital Marketing
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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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Event Marketing
A multidisciplinary marketer who combines his love of design, storytelling, digital marketing and live experiences.
Are you looking to engage your target audience with digital content and live experiences that "shock and awes" them into becoming your loyal fans?
What does your Appearance, Attitude & Actions say about you right now, and how do you need that to evolve to reach your goals?
Are you hungry to become the new Apple or Levi's / the Tony Robbins or Meryl Streep of your category?
The journey starts with an effective Brand Strategy: A Brand Recognition and Brand Awareness blueprint to launch your product or service ahead of the herd.
Brand Marketing Specialist
