Type | Marketing Role | Marketing & Graphic Design Specialist Year | 2025-current
I had the opportunity to join the PR & Marketing team at the Lansing Board of Water & Light (BWL) this past year where I led, designed, and executed their external email communication system.
I created a comprehensive rollout plan for the organization's new email system, Mailchimp, designed email templates, and regularly reviewed analytics to optimize performance. My work involved audience segmentation, automation flows, and campaigns with A/B testing while ensuring all communications followed brand standards and ran smoothly.
One of my key successes was leading a 3-month marketing campaign to increase customer enrollment by 10% in both autopay and e-billing. I designed campaign materials including e-blasts, a step-by-step tutorial video for customers, and a presentation for internal stakeholders. To keep internal teams engaged, I also created a visual progress tracker to display real-time enrollment milestones. We reached our goal by the end of the second month and ultimately surpassed our autopay enrollment target by 60%.
Along with designing the brand for the Make the Switch campaign, I was also responsible for designing the deliverables including posters, table tents, and other materials.
A picture taken mid-campaign of the visual progress tracker I designed for internal use. In collaboration with the Customer Service team, I designed a thermometer as a visual progress tracker to increase and track staff engagement.
Beyond email marketing, I took on additional graphic design and marketing duties including creating presentations, display ads, and re-designing the organization's community newsletter.
An example eblast sent to customers during the New Years holiday
A newsletter I designed using BWL’s previous template, made primarily for print
Moving away from print, I was tasked with redesigning BWL’s newsletter to better suit its digital format
I created many internal TV display ads, collaborating with multiple departments, including working with BWL’s Wellness team to create an ad for Men’s Mental Health Awareness Month
